B2B lead campaigns for the construction industry.

The client came to us with the topic of acquiring B2B leads. The campaign was to be directed at construction stores that sell, among other things, fences. After going to the landing page, the wholesaler filled out a form and within a few days a customer representative contacted him by email or phone.

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 in this campaign on the interest group. 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 target 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 refinements, we knew that the algorithm would direct the ads more to people who were interested in renovations and trade.

REFINING THE MESSAGE IN ADVERTISEMENTS

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

From interviews with the brand’s sales representatives, we knew what questions and concerns wholesalers had about working 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 fencing"
"We take care of 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 that the brand has to offer.

Results:

• number of leads acquired: 152
• cost per lead: PLN 185.50 (cheapest: PLN 62.42, most expensive: PLN 336.00)
• calls from a client asking us to stop campaigns because they can't process such a number of quality leads ;)