Yeo Ashley & Partners - Ice Cube

Yeo Ashley & Partners

Achieving Cost per lead at one tenth of competitors'

The client is a corporate lawyer based in Kuala Lumpur (KL) and the founder of Yeo Ashley & Partners, a law firm specializing in shares and corporate matters. Their expertise covers everything related to shares, including share structuring, agreements, share transfers, buying and selling of shares, and share listings. They also run courses targeted primarily at business owners.

Before Working with IceCube

The client wanted to amplify business growth through advertising. While building their client base and results organically was the initial focus, by 2020 they started exploring how advertising could scale results more predictably.

Their key pain points were:

Unstable results from content marketing (viral traffic is unpredictable; platform risk like account shutdown could wipe out traffic source).
The desire for a marketing approach that is more controllable and scalable, where “putting in budget can generate results” instead of relying on platform algorithms.
Operational concern: if lead volume increases, it would be difficult for their team to manually find and contact every lead one-by-one, so they needed a system to support follow-up efficiently (e.g., automation).

They had not used another agency before IceCube, but they had heard many peers’ experiences with vendors who simply push for more budget (“give me more money and I’ll do more”). They also compared two companies during the evaluation stage before deciding on IceCube.

Before IceCube, the main marketing method discussed was content marketing, which could generate traffic but was not stable or reliable long-term due to:

They wanted a more consistent system to generate leads and conversions, especially since their target audience is niche (business owners) and requires careful messaging and positioning.

Several factors convinced the client to choose IceCube:

WhatsApp Automation Advantage

They compared two vendors and chose IceCube because IceCube provided WhatsApp automation, while the other vendor did not. This was important because it reduced the operational burden of following up with leads manually.
Strong, Consultative Onboarding Process (2–3 hours)

The onboarding meeting was long and detailed, but the client valued it because it helped clarify:

“What do I really want?”

“Who am I?”

“What is my positioning?”

They felt IceCube prioritized setting the right direction and strategy first, rather than jumping into ads blindly.
Business Understanding Beyond Ads

The client highlighted that IceCube team members (including Vic) demonstrated strong understanding not just in ads, but in business fundamentals, which made the client feel the strategy was grounded and not “cookie-cutter.”
Solution-Driven and Responsible Team Culture

The client valued IceCube’s approach of prioritizing problem-solving over defensiveness or blame-shifting when challenges arise.

During the Work with IceCube

Highlights / impressive moments:

Onboarding as a strategy breakthrough: The long onboarding helped the client clearly define their positioning and direction—something they felt is often missing when you’re “hustling” and not stepping back.
High-quality, consistent lead pipeline: Strong preview attendance rate and close rate, with a target audience that closely matches their ideal customers (business owners).
Flexibility and collaboration: Over a short 6-month period, they made “countless changes,” and IceCube remained cooperative and implemented changes rather than resisting.
Fast troubleshooting under pressure: During a critical moment (preview starting within one hour), an automation message didn’t send due to changes in collaboration. The team responded quickly, provided an alternative solution, and continued checking in right up to minutes before the preview to ensure it was resolved.

Aha moment:

The client became increasingly confident in IceCube over time due to:

IceCube’s deep consultative process and effort to understand the business before executing.
Their solution-first mindset—focusing on resolving problems rather than shifting blame.
Their professionalism and maturity in processes and SOPs.
Their responsiveness, especially in high-pressure situations (e.g., automation issue right before a preview).

After Working with IceCube

IceCube helped the client build a consistent lead generation system with good lead quality.

Key outcomes mentioned:

Client learnt that their cost per lead was one-tenth that of competitors’ and was impressed
In the client’s course funnel, when 100 people are on the lead list, about 50% attend the preview session.
From those who attend the preview, the client estimates a 10%–20% close rate.
Lead quality is strong: the client estimates ~95% of leads are business owners, which matches their ideal target audience.
Lead flow became consistent and predictable, reducing stress and uncertainty around where leads will come from each day.

They also noted that IceCube’s support helped ensure the campaigns weren’t just generating leads, but generating quality leads that show up and convert.

Their lead generation became stable and reliable, which supports consistent sales activity.
The team no longer needs to constantly worry about “where to find leads today,” because the pipeline is more predictable.
Their funnel performance (preview attendance and closing) suggests IceCube’s campaigns supported a system that improves both volume and conversion opportunity.

They continue working with IceCube because:

IceCube is solution-driven and responds quickly when issues arise.
The team is described as professional, knowledgeable, smart, and trustworthy.
IceCube is willing to go beyond “just running ads” and focuses on direction, positioning, and strategy first.
They are highly cooperative and adaptable—even when the client requests frequent changes.
The client values IceCube’s mature SOPs and processes (developed from working with demanding markets and clients).

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