a new product, a home market, three months.112 meetings at about €150 each.
Trustmary launched a new product in Finland in June 2026: an AI visibility report, delivered in a 30-minute call. I ran the paid side as fractional ads: the strategy, the budgets, the ads themselves, the landing page, and the measurement at every touchpoint. Three paths to the same meeting, tested against each other for a summer. Budgets on this page are estimates; the meetings are counted one by one.
one product, one meeting, three ways in.
The report is the product and the call is how it's delivered, so a booked meeting is the only outcome that counts. Everything on this page is judged on one number: what a meeting costs.
Finland is a small market. There is no path that could take the whole budget on its own, so the plan was to open three at once, each with a different job, and let the numbers decide how the money moves between them each month.
LinkedIn reaches the right titles: marketing and business development leads, senior people at companies with a marketing budget. Thought leadership ads from the founders' own profiles warm them up, and product ads retarget the ones who engaged.
Meta is where the same people scroll in the evening, at a fraction of the cost per click. Product ads go straight to the report page. Webinar ads collect registrations at a few euros each, and the webinar makes the offer.
Three paths, one landing page, one calendar. Every booking carries the UTM of the ad that brought it, and the ones that arrive without one still count, because nothing else sends traffic to that page.
the same meeting costs a different amount depending on the door.
Every step is measured, from the first impression to the booked call. Pick a path. Each percentage is the conversion from the step above it.
fund what earns its landing page click. cut what doesn't. rebalance monthly.
Every decision below came out of the daily numbers, not a plan written in May. The rule was simple: an ad has to earn its click to the landing page, a path has to earn its meeting, and the budget follows.
meetings went 20, 40, 52. the cost per meeting went the other way.
Booked calls per month, with the ads spend that bought them. The blended number is the one I manage to, because the page has no other traffic; the per-path numbers divide a path's spend by only the bookings that carried its tag, so they read high.
What each path turned out to be for. LinkedIn is the expensive door and the right one: it reaches the titles the product is sold to, and the retargeting product ads convert one landing page click in fifty into a meeting, five times the rate of cold traffic. Meta direct is the cheapest meeting in the set and the most predictable. The webinar looks mid-priced on its tag alone and cheapest once you count the email sequence that follows it, which is where half its meetings actually book.
One in four bookings arrives with no tag at all. They are on the page because an ad put them there, so they count in the blended number and in nothing else.
What changed inside the funnel. Thought-leadership posts hold a 9% engagement rate on LinkedIn, and about one engager in eleven clicks through to the page. Webinar ads convert one click in eight into a registration at about €5, and one registrant in twenty-two into a meeting, one in forty-five once the email sequence has done its work. The new landing page, in test since late August, lifted the Meta click-to-meeting rate and became the default on 1 September, with the test still running.
the ads, the pages and the tool that measured them.
Fractional ads for me means the whole thing, not the media buying. If the page or the post is wrong, no bidding strategy fixes it.
the ads themselves
- 18 thought-leadership posts from the founders' and team's own LinkedIn profiles, across 67 creatives and five audience campaigns, plus a retargeting set
- 88 product ad variants on LinkedIn, retargeting engagers and a cold senior-title audience
- Meta image, video and carousel ads for the report page, and instant-form ads for three webinars
- Every post and ad tagged so the booking that comes back says which one brought it
the pages
- The report page overhauled on 10 June with the team: report as the product, the call as the delivery
- A new page built from scratch in August, with the qualifying questions and the calendar inline as the last step of the form, so booking feels like continuing rather than leaving
- A/B tested against the old page inside the live campaign; the new page is ahead and the test is still running
- Funnel events at every step, mirrored to every ad platform's pixel
the reporting tool
- A daily reporting tool I built with Claude: budget pacing, per-creative and per-post performance, and every booking attributed to its post or campaign
- Momentum per ad, last seven days against the prior two weeks, so fatigue shows up before it costs anything
- Blended cost per meeting as the one number, with the per-path splits and their caveats underneath
- A decision log with a review date on every change, so each verdict above has its numbers behind it
what i'd tell you, if this were your launch
pick the one number before the first ad
Here it was a booked meeting, because the product is delivered in one. Every path, every creative and every budget move was judged on the cost of that, and nothing else got to argue.
open three doors, then let the numbers close one
A small market can't carry one big campaign. Three paths with different jobs, a monthly rebalance, and the willingness to pause the ones that stop earning their click.
count every booking, tag every ad
The blended cost per meeting is the honest number when the page has no other traffic. The per-path numbers are useful for direction and wrong as accounting, and I say so on the dashboard.
the page is part of the ad
The biggest single improvement in three months was a landing page, not a bid. Build it, tag it, test it inside the live campaign, and keep testing after you ship.
I did this hands-on: the strategy and the budgets, the posts and the product ads, the landing page, the tracking, and the tool that reads it all every morning. With Claude, extensively. Three months is early data; it's enough to show which doors work, not the final price of a meeting.
launching something
into a small market?
Book a call. We look at what a meeting should cost you, and which doors are worth opening first.
