From local class
to national club

More clients, and recognition above the noise

INITIUM was a canine training centre in Cantabria, three years into trading, that wanted to grow, more clients, and real recognition above a crowded local competition.

A lead engine feeding a WhatsApp funnel

We built a lead-generation engine across Meta and Google Ads, feeding enquiries straight into a WhatsApp conversion funnel where INITIUM closes clients directly. On Meta we built brand awareness across the region; on Google we captured high-intent searches at an exceptionally low cost per lead.

Crucially, we didn’t stop at running ads, we looked at the business as a whole, aligning campaigns, messaging and the enquiry flow so that every euro of ad spend fed a system designed to convert.

Growth matched to capacity

Here’s what makes this account different. Google’s own platform flags that INITIUM could capture even more impressions with a higher budget, and their advisors confirm more investment would mean more results. But we don’t chase volume for its own sake.

We deliberately keep spend efficient and matched to the number of calls the centre can genuinely handle. The result is a low cost per lead, sustained by strong positioning, and a business that grows at a pace it can actually service. That’s the difference between spending a budget and managing one.

Past the whole of last year, in half the time

• Over 500 leads generated in 2025, and nearly 575 in the first half of 2026 alone, already surpassing the entire previous year in half the time.
• Cost per lead cut by around 65% (from €5.48 to €1.89) while lead volume climbed.
• 655,776 people reached across Cantabria through Meta in 2025, with a 9.54% click-through rate, well above industry norms.
• Between 30% and 60% of WhatsApp leads convert into paying clients.
• Grew from a local centre into the organiser of Spain’s canine detection cup (Copa de Detección Canina), a nationally recognised club with sold-out professional courses and expansion into new services.