Customer story

Lead ads that learn from what sales does with each lead.

TopScore sells registration and payments software to sports clubs. Its lead form now screens out players, every lead reaches Slack within five minutes, and Meta learns which leads became deals.

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The results.

73%
fewer low-fit sign-ups
Players are end users, not buyers: +17%
form fills, stricter gates
Volume held with a stricter filter: $10K
a year on the largest account
A club with high registration fees

The challenge.

TopScore runs registration and payments software for sports clubs and leagues, and earns a percentage of what each club processes. Its buyers are club owners and league directors. Few inbound leads came through, and many early form fills came from players, who are end users and not buyers. Sales had to sort them out before it could talk to the people who sign.

What we built.

Paid ads

Process: Paid ads

Meta lead ads with a form that screens for owners and directors. Stricter gates cut low-fit player sign-ups by 73% in a week, while total form fills still rose 17%.
Outbound

Process: Outbound

Outbound email to clubs, sport by sport. Basketball clubs replied best.
Inbound lead follow-up

Process: Inbound lead follow-up

Each lead reaches Slack within five minutes. Nick Lee's stage updates go back to Meta, so the ads learn which leads became deals, and Brevo sends a follow-up by role.

Before and after.

BeforeAfter

Low-fit player sign-upsPlayers are end users. Club owners are the buyers. Before the form change 73% fewer a week later

Total form fills, week over weekMore volume while the form filtered harder. Prior week +17% with stricter gates

Largest closed account from the adsNick Lee's estimate. TopScore earns a share of each registration. None closed (May 28, 2026) About $10,000 a year (Oct 1, 2026)