3 years. $1M ad spend. 1.5 billion impressions. Over 1,000 ad creatives. How Hannes Media built a lead generation machine for the world's largest digital business school for Spanish speakers.
The world's largest digital business school for Spanish speakers needed a partner who could generate millions of high-quality leads across Latin America — while keeping CPL below $0.25. Previous agencies and freelancers had failed to deliver quality creative, Spanish-language copy, reliable account management, or a system that could scale.
They were spending $6,000–$8,000/month before Hannes Media. The business hadn't scaled because no agency had built a system capable of sustained, profitable lead generation at continental scale.
This wasn't a campaign. It was a lead generation infrastructure built to run profitably for years. Every component was designed for scale, speed, and CPL discipline.
Built a proprietary lead generation funnel using a winning ad account structure, perfect targeting, and high-performing ad creatives. The system was designed so the client never had to think about how leads were acquired — only how to convert them.
Tested over 100 campaigns and hundreds of ad sets. Over 350 different images and videos were tested across dozens of audience segments. Continuous creative production was the engine that prevented fatigue and kept CPL stable for 3 years.
Segmented campaigns by interest verticals — Marketing, Entrepreneurship, Real Estate, Programming, Digital Marketing, Learning, Apple, Adobe, Shopify — each with dedicated creatives and targeting. This granularity allowed us to find pockets of efficiency across a continent.
Started with "Top countries" — Mexico, Dominican Republic, and core LATAM markets. Then expanded to Argentina, Colombia, and "Second countries" with adapted budgets and CPL thresholds. Each geo was treated as its own micro-system.
"We tested over 100 campaigns and 350+ creative assets over the course of this engagement. Creative velocity is the single biggest lever in lead generation at scale. When you stop producing, CPL starts climbing."
— Hannes, Lead Generation SystemMost agencies see CPL spike when ad spend increases. We achieved the opposite. As we scaled from $7K to $55K monthly spend, CPL decreased from $0.25 to $0.20 — an 8% reduction at 7× the volume.
Previous agencies had the same budget, the same market, the same platform. They couldn't deliver. This is what they were missing.
LATAM audiences don't respond to translated English copy. Every ad, every image, every hook was created in Spanish for Spanish speakers. The nuance of Mexican vs. Colombian vs. Argentine Spanish was reflected in the creative.
350+ images and videos weren't produced in a burst — they were produced continuously, systematically, over 36 months. When a creative fatigued, the next one was already in the queue. Most agencies test 5 creatives and call it done.
Every decision was gated by CPL. We didn't chase impressions. We didn't optimize for CTR. We optimized for cost per lead, and only scaled when the number held. This discipline is what made 36 consecutive months possible.
1,083 campaigns weren't chaos — they were architecture. Interest-based segmentation, geo-tiering, LLA audiences built from real converters, and budget allocation driven by marginal CPL. Structure is what separates a system from a collection of campaigns.
Generating 5 million leads isn't about finding one winning ad. It's about building an infrastructure — creative production, audience architecture, geo-expansion, and CPL guardrails — that performs for years.
350+ assets over 36 months. The brands that win at lead generation are the ones producing fast enough to outpace creative fatigue. If your agency tests 5 creatives per quarter, you're losing.
Most brands accept that CPL rises with spend. We proved the opposite. The right system gets more efficient at scale — because the data compounds and the creative system improves.
LATAM lead generation requires native Spanish creative — not translations, not English with subtitles. The agencies that failed before us didn't understand this. We did.
The system that generated 5 million leads at $0.20 each is available for select brands ready to scale lead generation profitably.
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