Infinity 22, a specialist B2B accounting firm, faced stagnant lead flow and prohibitively high acquisition costs for their complex tax services.
The Challenge
Capture qualified, high-intent B2B accounting and tech startup leads (specifically targeting R&D Tax Incentive, ESIC, Industry Growth, and International Tax programs) while lowering cost-per-lead (CPL) across competitive paid channels.
Key Actions
B2B Funnel Strategy: Built targeted Meta Lead Form funnels tailored to specific high-value corporate incentives (R&D Tax, ESIC, International Tax).
Creative & Video Testing: Scripted, produced, and deployed founder-led video ads and static creatives (e.g., "Thomas White Shirt Business Owners").
Optimisation & CPL Reduction: Continuously tested ad variations to drop acquisition costs while maintaining lead quality for the sales pipeline.
The Impact
3,290+ High-Intent B2B Leads Generated across core advisory campaigns (2,483 R&D Tax leads, 409 ESIC leads, 246 Industry Growth leads, 157 International Tax leads).
81.86% Reduction in CPL on R&D Tax Incentive campaigns, dropping CPL from $47.76 down to $8.66.
Hyper-Efficient B2B Lead Volume: Achieved $4.61 CPL on Industry Growth campaigns and dropped International Tax CPL by 56.83% down to $17.40.
