+80%
increase in qualified leads
MESI Cuts CPL by 24% While Driving 80% More Leads with Demand Gen
About MESI
MESI d.o.o. is a Slovenian medical-device company that builds diagnostic solutions to make patient assessments faster and more accurate.
Challenge
The Challenge
For 2025, the team aimed to boost qualified lead volume while reversing a steady rise in cost per lead (CPL) — all within the strict guidelines that govern medical advertising.
The brand faced several challenges:
- Competing in a niche, highly regulated B2B market with limited validated search volume
- Growing leads despite escalating acquisition costs and tight CPL targets
- Navigating advertising restrictions that narrow creative messaging and channel choices
- Expanding reach beyond traditional search campaigns to overcome limited keyword potential.
Limited Search Volume
Rising Cost Efficiency
Strict Creative Restrictions
Strategy
The Approach
To cut costs and generate more leads, MESI and Admixer Media added a Demand Gen campaign alongside their existing Search activity.
The setup included:
- Demand Gen Campaign – Aligned with MESI’s goal of increasing demand while improving cost efficiency
- Smart Bidding – Automated bidding to reach the CPL target
- Look-alike Audiences & Optimised Targeting – Google best-practice signals for broader reach
- Gmail and Discovery Placements – Chosen with the new Placement Selection feature to match funnel stage and user behaviour
- Tailored Creatives – Assets adapted to each Google surface
Tools & Technologies
Success
The Results
The campaign drove measurable gains in a matter of weeks. With these results, Demand Gen has become MESI’s most cost-efficient channel for unlocking new, high-quality prospects.
–24%
decrease in average CPL
–55%
lower CPL for Demand Gen versus Search alone
“We needed to break the inherent limitation of search ads (limited validated search volume) and restrictions of the medical field in advertising by looking at other options. The Admixer team helped us find the best fit for our challenge and guided us with implementation.“
Klemen Krulec,
Digital marketing manager, MESI
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