£2.15 cost per lead at peak: sub-£5 CPL across Google, Meta and LinkedIn.
- Objective
- High-volume, low-cost candidate leads on a charity budget
- Period
- To confirm
- Platforms
- Google Ads, Meta, LinkedIn
- Media investment
- See below
- Measured in
- Cost per lead from a weekly tracker reconciling all three platforms
- Best monthly CPA
- £2.15
- Sustained blended CPA
- £3 to £5
- Channels
- Google, Meta, LinkedIn
- Lead volume (peak month)
- 800+
The challenge
A UK charity helping ex-Forces personnel into employment. Needed a high-volume, low-cost lead engine running across three channels, with enterprise B2B discipline but charity-sector budget realism.
The approach
Treat the brief like a B2B funnel: clean intent buckets, on-platform forms to remove a leaky landing page step, and a single reconciled CPL view across all three channels.
What I did
- Restructured Google Search into clean intent buckets and stripped wasted spend on broad-match keywords.
- Built a Meta lead-gen funnel feeding directly into the CRM with on-platform forms, eliminating a leaky landing-page step.
- Layered LinkedIn for higher-intent professional cohorts at a sustainable CPA tier.
- Set up a weekly tracker reconciling all three channels into a single CPL view.
The outcome
- Sub-£5 CPL sustained across a multi-channel mix on a charity budget.
- Single reconciled reporting view replaced spreadsheet wrangling.
Attribution limitations
Figures are cost per lead. They do not measure how many leads went on to find employment.