Creation of a sales acquisition engine

JL Portage supports freelancers and independent professionals with an entrepreneurial umbrella company solution that simplifies the management of their business.

After several years of supporting their brand and digital ecosystem, LANE Digital has tackled a new challenge: making Meta Ads a true commercial acquisition channel.

 The objective was therefore not simply to generate impressions or traffic. Each stage of the campaign had to contribute to a single goal: scheduling business appointments .

We developed a complete acquisition funnel linking Meta Ads campaigns to a dedicated landing page, and then to JL Portage's CRM. Each lead that filled out the form was automatically recorded in HubSpot, allowing the team to precisely track the conversions generated by the campaigns.

The advertising strategy was built around a principle of continuous testing. Rather than launching a few ads and letting them run, we organized the campaign into several creative waves.

Three main waves and six advertising variations were deployed. At each stage, different messages, angles, and visual formats were tested. The lessons learned from each wave were then used to build the next, in order to progressively improve performance.

The media budget was also adjusted based on observed results. Campaigns and creatives were evaluated on their ability to generate real appointments, and not solely on intermediate metrics such as clicks or engagement.

This approach, combining strategy, creation, tracking and continuous optimization, generated 334 sales appointments in nine months, for approximately €10,000 invested on Meta Ads.

Beyond the volume of leads, the project has above all allowed JL Portage to implement a measurable and scalable acquisition system, in which each marketing decision can be linked to its commercial impact.