B2B lead campaigns for the construction industry.

The client came to us with the topic of acquiring B2B leads. The campaign was to be addressed to construction stores that sell, among others: fences. After going to the landing page, the wholesaler completed the form and within a few days he was contacted by e-mail or phone by a customer representative.

At KomuKoncept, we focus on understanding the business for which we create campaigns, which is why we preceded the process of creating Meta Ads with meetings with the client, during which we could ask the most important questions. The answers to them allowed us to make corrections to the landing page and adjust the copy to the unique value proposition.

REFINEMENT OF THE AUDIENCE GROUP

We based the audience for this campaign on interest. We used narrowing to reach the best possible audience. For example, we selected interests:

• Construction (industry), Roof, Domestic roof construction.

And we narrowed it down to the following:

• Retail, Sales, Trade, Wholesale.

If we added all of the above interests to "Include people who match", then the algorithm would direct the ad to people who are interested in Domestic roof construction or Roof or Retail or Trade, etc. By narrowing it down we have applied the rule which is:

“Include people who fit A or B or C and must also fit D or E or F.” Thanks to the narrowing, we knew that the algorithm would direct the ads more to people who are interested in renovations and trade.

REFINEMENT OF THE MESSAGE IN ADVERTISMENTS

Once we had a well-thought-out and selected target group, which should consist more or less of people working in the construction trade, we needed to prepare graphics that would further narrow down our target group.

From the interview with the brand's sales representatives, we knew what questions and concerns wholesalers had before cooperation with a new partner:

• lack of contact,
• untimely shipments,
• no region exclusivity.

On this basis, we prepared graphics relating to these insights.

The graphics communicated the following message:

"Become our wholesaler and gain a reliable partner in the field of fences"
“We care about our wholesalers. Add to your offer"
“Expand your product range. Sell fences"

In turn, in the content of advertising posts, we conveyed the most important advantages offered by the brand.

Results:

• number of leads acquired: 152
• cost per lead: PLN 185.50 (cheapest: PLN 62.42, most expensive: PLN 336.00)
• calls from the client telling us to stop the campaigns because they are not able to process such a number of quality leads ;)