Case: Targeted advertising of coffee machine franchise in Germany

Goal

Attract potential franchisees to purchase a franchise for installing coffee vending machines in Germany.

Target Audience
Geography: Germany
Interests: Entrepreneurship, small business, vending business, investments
Format and Strategy
Platform: Meta (Facebook and Instagram)
Format: Lead form
Attribution Model: 7 days after click or 1 day after view
Campaign Results (01.06.2025 – 30.06.2025)
Leads received: 240
Reach: 54,854 people
Impressions: 135,896
Link clicks: 1,231
Cost per lead (CPL): €7.52
Cost per link click (CPC): €1.47
CPM (cost per 1,000 impressions): €13.28
CPR (cost per 1,000 reached users): €32.90
CTR (approximately): ~0.9%

Analysis

The campaign demonstrated high efficiency in attracting interested leads in the franchise niche. A CPL of €7.52 is considered an excellent indicator for B2B franchise products.
High CTR and low CPC indicate quality creative content and good targeting.
The large number of leads indicates high interest in the vending business niche in Germany.

Conclusions

The advertising campaign proved the effectiveness of the lead generation model through Meta Ads.
The 240 leads obtained in a month with a relatively low CPL provide a high ROI, even if only some of them convert into partners.

For future launches, the campaign can be scaled up and additional interests and formats can be tested, including video creatives and retargeting those who opened but did not fill out the lead form.