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// Mission Brief
REC-001
● Mission closedAutomotivePaid MediaFile N°001

How a €218 cost-per-lead fell to €36 in twelve months.

A 12-month performance campaign for Nissan Bulgaria, run in partnership with our agency partner Marketise Me. Tactical landing pages and continuous optimisation drove cost per lead down from €218 to €36.

>>StatusOBJECTIVE EXCEEDED

// Mission Data
META
ClientNissan Bulgaria
SectorAutomotive
Duration12 Months
ChannelsGoogle & Meta
PartnerMarketise Me
StatusObjective exceeded
// Live Counter
VERIFIED OUTPUT
Leads
+3,361
CPL
↓€36
Impressions
↑96.7M
Clicks
↑1.02M
Reach
↑5.6M
Efficiency
↑6×
// Objective.log
§ 01 — PROBLEM
Problem statement · priority 01

>Nissan Bulgaria needed to increase the volume of quality leads while improving the entire marketing funnel and customer experience. The existing setup suffered from an inefficient funnel, a long consumer journey causing drop-offs, and low conversion rates.

PP.01Inefficient marketing funnel with friction at every stage
PP.02Lengthy consumer journey causing significant lead drop-offs
PP.03Low conversion rates across paid campaigns
PP.04Cost per lead of €218, unsustainable for the category
Objective · priority 01

>>Drive qualified test-drive requests at a sustainable cost per lead, rebuild the funnel end to end, and lock in a repeatable playbook.

// Target Asset
IMG-01
Nissan Bulgaria campaign visual
Acquired
// Nissan BulgariaCase visual
// Cost-Per-Lead Trajectory
PLOT-001 · 12-MONTH WINDOW
Y-axis · € per result
Baseline
€218
→
Final
€36
−83.5%
Sample · n
3,361 leads
€232€179€125€72€18φ1 · AUDITM1φ2 · LP BUILDM2–3φ3 · LAUNCHM4–6φ4 · SCALEM7–12BASELINE €218FINAL €36 ↓
Curve illustrative · endpoints verified (€218 → €36)Source · Google Ads + Meta reporting · cross-verified with Marketise Me
// Phase Log
§ 02 — METHODOLOGY

Four phases. One playbook.

Total duration · 12 months
φ1Closed
Month 1
Funnel Audit
✓Audited paid media performance across Google and Meta
✓Mapped the full Nissan Bulgaria consumer journey end-to-end
✓Identified friction points causing lead drop-offs
✓Reviewed historical CPL trend and benchmark gaps
✓Documented landing page UX/UI weaknesses
φ2Closed
Months 2-3
Tactical Landing Pages
✓Designed tactical landing pages aligned to each model in scope
✓Streamlined the lead form to reduce friction
✓Improved mobile UX/UI across the funnel
✓Implemented analytics and event tracking for every step
✓A/B tested layout, copy and form variants
φ3Closed
Months 4-6
Targeted Campaign Launch
✓Launched targeted Google and Meta campaigns by model and audience
✓Implemented real-time monitoring across all placements
✓Iterated creative and audiences weekly based on signal quality
✓Tied campaign signals back to landing page conversion rate
✓Built bid strategies optimised for high-intent leads
φ4Closed
Months 7-12
Scale & Optimisation
✓Reduced cost per lead from €218 to €36 across the year
✓Generated 3,361 qualified leads in total
✓Delivered 96.7M impressions and 1.02M clicks
✓Reached 5.6M unique users across the campaign window
✓Established a repeatable playbook for future model launches
T0 · kickoffT+12mo · closed
φ1
φ2
φ3
φ4
// Countermeasures
§ 03 — THREE-VECTOR STACK
V.01Active
01

Targeted Paid Media

Highly targeted Google and Meta campaigns by model and audience, with bid strategies optimised for high-intent leads.

↦ By model + audience
V.02Active
02

Tactical Landing Pages

Model-specific, mobile-first landing pages with streamlined forms, built specifically to convert paid traffic into qualified test drive requests.

↦ Mobile-first builds
V.03Active
03

Real-Time Optimisation

Continuous performance tracking and weekly iteration on creative, audiences and landing page UX across the full 12-month window.

↦ Weekly iteration
// Results Console
§ 04 — VERIFIED OUTPUT

Objective exceeded.

ReferenceNISSAN-BG · FILE 001
M.01 · Qualified LeadsLive
3,361
Test-drive requests
↦ Net new pipeline
M.02 · Cost Per LeadLive
€36
Down from €218 baseline
Baseline€218→€36↓−83.5%
↦ Benefit · −€182 per leadSustainable for category
M.03 · ImpressionsLive
96.7M
Google + Meta
M.04 · ClicksLive
1.02M
Across 12 months
M.05 · Unique ReachLive
5.6M
Google + Meta
M.06 · CPL EfficiencyLive
6×
vs. €218 baseline
↦ 6× cheaper per lead
// Comms Log
§ 05 — CHRONOLOGICAL RECORD
M00>Brief received. CPL €218 flagged unsustainable for the category.···
M01>Full audit of the existing funnel, ad accounts, and consumer journey.···
M01>Full funnel audit · Journey mapped · Friction documented···
M02>Designed and built model-specific landing pages optimised for conversion.···
M03>Tactical pages live · Streamlined forms · Mobile-first UX···
M04>Targeted ads across Google and Meta with continuous data-driven optimisation.···
M05>Multi-channel launch · Real-time monitoring · Weekly iteration···
M07>Continuous optimisation across the full year, slashing cost per lead while scaling volume.···
M12>Objective exceeded. CPL €36 · 3,361 leads · 96.7M impressions. Closed.●●●
END OF LOG.
// Transmission-In
SRC: Nissan Bulgaria / SALES OPS
NB
Incoming · verified source
“Since the start of work we have achieved an All Time High in the sale of cars from an online campaign. The team of designers and performance managers are true professionals.”
Sales ManagerNissan Bulgaria· in partnership with Marketise Me
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