Case Study - Lead Generation
830 Monthly Leads at $3 Cost-Per-Lead for a US Auto Import Broker in an Oversaturated Market
A mobile quiz funnel and a "radical transparency" creative angle turned one of Ukraine's most distrust-heavy ad categories into a predictable, scalable lead engine.
$3.01
Cost Per Lead
830+
Monthly Leads
+360%
Conversion Rate
Client
US Auto Import Broker
Industry
Automotive Import Brokerage
Channel
Meta Ads & Google Ads
The challenge
The Ukrainian market for US auction cars is one of the most oversaturated, highest-distrust categories in digital advertising. Years of "impossibly cheap" ads with hidden fees have trained buyers to assume every price is a lie, and every competitor runs the same "Contact Us" landing page with the same unrealistic headline number.
The account we inherited was spending $2,500/month and generating roughly 105 leads at a cost per lead north of $23 - most of them unqualified "window shoppers" who disappeared the moment real costs (shipping, customs, repairs) entered the conversation. The landing page itself did nothing to pre-qualify anyone: no budget question, no timeline question, just a phone number field competing with a dozen identical competitors.
Our strategy
We rebuilt the funnel around one idea: in a market this skeptical, the brand that shows its math wins. Instead of another lowball price promise, every piece of creative led with full-cost transparency - a side-by-side "auction photo vs. restored car" visual, paired with a real cost breakdown: auction price + shipping + customs + parts + labor = final turnkey price.
We also replaced the landing page entirely with a mobile-first quiz funnel. Instead of asking a stranger for their phone number up front, we asked three low-friction questions - desired body type, realistic budget band, and purchase timeline - before ever requesting contact details. Completing a quiz feels like getting a personalized estimate; filling out a contact form feels like signing up to be sold to.
Every quiz submission was scored and routed automatically: a $15k+ budget with an immediate timeline went straight to the sales team as a Telegram notification, $10-15k budgets entered a nurture sequence, and sub-$10k "researchers" received an automated reply along with a lead-magnet PDF - "5 Signs of a Bad Auction Car" - to keep the brand top of mind until they were ready to buy.
What The Ad Experience Looked Like
One ad group, one clear promise.
Instead of one generic ad pointing at a generic page, each ad group's copy mirrored the exact search - landing on a page section built for that specific offer.
Real Turnkey Price - No Hidden Fees After Customs
See the actual auction photo, the real shipping and customs cost, and your final price - before you ever talk to anyone.
Execution Timeline
What we actually did, step by step.
Click any phase for the detail.
Weeks 1-2 Audit & Quiz Funnel Build
Audited the existing landing page and ad accounts, mapped the real cost structure (auction + shipping + customs + parts + labor), and built the mobile quiz funnel with budget and timeline branching logic.
Weeks 3-4 Creative Overhaul
Shot and sourced 'before/after' auction-to-restored creative pairs for Meta, and rewrote Google Search around long-tail, model-specific queries instead of generic 'buy car from USA' terms.
Weeks 5-8 Launch & Lead Routing
Launched the new funnel at the same $2,500/month budget to isolate the funnel change as the only variable. Connected the quiz to CRM with automatic hot/warm/cold routing and instant Telegram alerts for high-budget leads.
Weeks 9-12 Scale & Optimization
Shifted budget toward the best-performing Meta creative pairs, expanded long-tail keyword coverage on Google, and tuned quiz question order after reviewing three months of segmentation data.
Before vs. after
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Get a Free ProposalFrequently asked questions
Why did a quiz outperform a traditional landing page?
Answering questions about your own dream car feels low-commitment. Handing a stranger your phone number does not. The quiz gets people invested in the outcome before they're ever asked to share contact details, which is why completion rates ran far higher than the old form.
Isn't showing real costs risky in a price-sensitive market?
It's the opposite of risky here - it's the differentiator. Every competitor was already promising unrealistically low prices, so buyers were primed to distrust any number they saw. Showing the full breakdown upfront filtered out only the leads who were never going to convert anyway.
Why split budget across Meta and Google instead of just one platform?
They did different jobs. Meta's broad targeting built volume at the top of the funnel cheaply; Google's long-tail, model-specific keywords caught buyers who already knew what they wanted and were closer to a decision. Cutting either channel would have left a gap the other couldn't fill.
How do you know the quiz didn't just lower lead quality to hit a bigger number?
Conversion rate is the tell - it nearly quintupled alongside the volume increase, and roughly 42% of leads landed in the highest-budget tier. If the funnel were just producing more low-quality traffic, both of those numbers would have moved the other way.
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