Frokostfirmaet
The cost per lead fell from DKK 1,200 to DKK 400 — and after six months, the work could be handed over to the in-house team.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
From DKK 1,200 to DKK 400 per lead
Frokostfirmaet provides corporate lunch services through a network of more than 50 kitchens nationwide, with daily delivery and no lock-in. acend handled Google Ads and SEO during a fixed six-month engagement.
1.200 → 400 kr
per lead — a saving of two thirds
3x
more leads for the same budget
6
months of a fixed-term engagement
- CPA reduced from DKK 1,200 to DKK 400 per lead for a corporate lunch service — a saving of two thirds.
- Three times as many leads for the same budget.
- An account the client could take over themselves. The aim from the outset was to establish a structure so that operations could be handled in-house afterwards — and that is exactly what the project delivered.
The cost per lead fell, quality was measured correctly, and the account was cleaned up — so Frokostfirmaet could take over operations themselves after the engagement.
The problem
Budget spent — costs out of control
Frokostfirmaet had a Google Ads account that was running and spending a budget — but the cost per lead had spiralled. DKK 1,200 for an enquiry about a corporate lunch service puts a hard ceiling on how much the business can grow, no matter how good the product is.
Tracking was measuring the wrong things
The account was optimising for actions that did not actually turn into leads. When the system is told something is a success, it pursues more of it — even when it does not generate business.
Performance Max took credit for results generated elsewhere
The account's Performance Max campaign was being credited with conversions it had not generated. This gave a distorted picture of what actually worked, and therefore a flawed basis for allocating the budget.
The budget was spread too thin
Too much was being spent on searches that were not relevant to a business looking for a corporate lunch service. Together, these issues explain why a lead cost three times too much.
The solution
Google Ads and SEO working together
We started with tracking, because there is no point optimising an account that measures the wrong things. Then we removed what was costing money without delivering, and focused the budget on searches where a business is actively looking for a corporate lunch service.
Conversion tracking was set up so that the system optimises exclusively for genuine enquiries. From there, we focused the budget on searches where a business is actively looking for a corporate lunch service. It is rarely one thing that brings CPA down to a third — it is the sum of many small decisions about what the account should bid on and what it should leave alone.
1.200 → 400 kr
pr. lead
3x
flere leads
In parallel, we worked on the main landing pages. A business considering a corporate lunch service wants to see what is available — which plans exist, and what they include. We optimised the pages so that this is what visitors see.
The same pages need to rank organically for the searches businesses use, and they need to convert traffic coming from ads. A better landing page lowers the cost per lead in Google Ads while also bringing in enquiries with no cost per click.
It works both ways: SEO provides long-term visibility, while Google Ads tests which searches actually turn into leads. Together, this creates an account that is both more cost-effective now and stronger in the long run.
The partnership
Structure in place — then taken in-house
A fixed-term engagement with a clear goal
Frokostfirmaet needed structure in the account until they could handle the work themselves. That was the brief from day one, and the engagement was built around it.
acend handled the day-to-day work throughout
Google Ads and SEO were managed and optimised together in one place — a prerequisite for making the landing pages work for both channels at once.
Handover, not dependency
The goal was an account the client could take over themselves. After six months, the structure was in place and the work could be handed over to the in-house team.
No long-term commitments
A partnership needs to make sense month after month — even when it has an agreed end date.
Team acend
The team behind this case study
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
Steffen Andersen
COO & Partner
steffen@acend.dk
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