B2B Lead Generation With Facebook Ads

How We Helped A Business Financing Firm Generate Leads 27% Below Targeted CPL

About The Client

This client assists businesses (with an annual turnover in excess of $100k) by sourcing capital funding to help them scale.

The Challenge

This client was looking for a partner to help scale their advertising efforts. Despite having spent ~$250,000 with a previous agency, they had struggled to generate leads at a rate they were happy with. Every time they tried to scale, the cost per lead would increase too much.

Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.

Client Name, CEO Aberdeen FC

Our Approach

We performed a full audit on the client and their customers to determine the main “hooks”. We analysed the type of business we were looking to target, and then determined the main reasons they wanted capital.

From there, we crafted ads that spoke directly to these demographics and their needs. Targeting B2B on Facebook is trickier than B2C, as you can imagine, so we used our advertising copy to do most of the filtering for us.

We then sent people who clicked the ad to a “quiz” that determined whether they were a right fit.

Results

The goal of the campaign was to generate B2B leads at $200.

We were able to achieve that result straight away, and at the time of writing, we’re sitting at 27% below that figure.

This has given us the ability to scale the advertising spend – generating more leads!

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