Ønsk Kaffe
From DKK 3,500 to DKK 2,000 per qualified lead — and for the first time, every lead can be tracked from click to closed deal. Google Ads for a Danish B2B coffee solutions company.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
From DKK 3,500 to DKK 2,000 per qualified lead
Ønsk Kaffe supplies coffee solutions for businesses — machines, rental and leasing agreements and regular coffee supply plans for offices and businesses. acend handles Google Ads.
3.500 → 2.000 kr
cost per qualified lead
-40%
lavere omkostning pr. lead
1:1
tracking from click to closed deal
- Cost per qualified lead reduced from 3,500 to 2,000 kroner — a saving of over 40%.
- Full tracking from click to customer. Marketing data now follows each individual deal all the way into the CRM system.
- An accurate picture of performance. Brand traffic is isolated, so the figures reflect the actual B2B efforts rather than sales the business would have secured anyway.
The most important gain is not spending less per lead, but that the business can now see exactly what it costs to acquire a customer — and which campaigns actually generate B2B deals.
The problem
Spending money without knowing what worked
Ønsk Kaffe was spending significant amounts on Google Ads without being able to see what actually worked. An account review uncovered four interconnected problems.
The account was optimising for the wrong thing
The goal was B2B customers, but the primary conversion event was online store purchases with an associated conversion value. This sent Google's bidding algorithm after e-commerce sales rather than the leads the business actually depended on.
Leads could not be tracked all the way through
Without a conversion ID on the forms, a lead could not be linked to a click at one end and a deal at the other. The journey from click to lead to meeting to customer was effectively invisible.
Performance Max was competing with their own brand
The campaign had spent 33,000 kroner, with over half of the leads generated coming from searches for the company's own name. Only part of the budget went to search advertising at all — the rest disappeared into Maps impressions and YouTube.
Brand noise distorted every metric
Every campaign was allowed to bid on "Ønsk" and "Ønsk Kaffe". With a strong brand and substantial Meta spend, this made campaign performance look better than it was — and made it impossible to find the right bidding strategy.
The solution
Measurement first, campaigns second
There is no point optimising an account that measures the wrong things. So we started by getting measurement right before touching the structure.
Online store purchases were removed as a primary conversion, so the system optimises exclusively for B2B leads. In parallel, we set up automatic tracking directly at deal level in the CRM system, so the source and click ID follow the deal all the way through. This provides full transparency from the first click to a closed deal — and with it a real basis for assessing what it costs to acquire a customer.
Finally, we isolated brand searches in dedicated defensive campaigns, so the generic campaigns show the actual B2B performance.
CRM-sporing
source and click ID follow the deal
Brand isoleret
own traffic separated from B2B data
With measurement in place, we built the account around searches where a specific purchase is being considered. Most of the budget is allocated to high-intent commercial B2B terms, with manual bidding to keep cost per click under control.
Automated campaigns have been scaled back to a limited supporting role, and tightly defined negative keyword lists are used throughout to keep consumer searches out of an account whose sole purpose is to acquire business customers.
When bidding is based on the right data, it becomes possible to scale what works and stop what does not. The result is not just cheaper leads, but leads that Ønsk Kaffe can see turning into customers.
The partnership
One point of contact, one clear overview
One point of contact for everything
Ønsk Kaffe has the same dedicated contact person to consult on everything marketing-related, supported by specialists behind the scenes.
acend handles the day-to-day work
The account is managed and optimised in one place, keeping structure, bidding and measurement aligned rather than handling them separately.
Regular status meetings and ongoing ad hoc support
A regular follow-up schedule, combined with room for tasks that come up along the way.
Flexible start, no long-term commitments
The partnership has to make sense month after month.
Team acend
The team behind this case study
Valdemar Greve
Consultant
valdemar@acend.dk
Steffen Andersen
COO & Partner
steffen@acend.dk
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