Objective
A B2B company selling high-ticket packages ($1K+) needed qualified leads at low cost. Their previous campaigns were not generating enough volume, and the leads that did come in were not converting into sales calls.
Strategy
- Built a full-funnel strategy with awareness and lead campaigns
- Awareness campaign: 3 ad sets, 6 creatives for top-of-funnel reach
- Lead campaign retargeting warm audiences
- 6 lead creatives tested to find winners
- Facebook Pixel and Conversion API tracking
Execution
The awareness layer ran first with a $100 spend, reaching 43,927 people. This built a warm audience that we could retarget with lead-focused ads. The lead campaign pulled in 64 website leads at $5.08 per lead. That number came in 63% below what Meta itself benchmarks for similar ad sets. The full-funnel approach made it possible to get quality B2B leads at a cost that most advertisers in this space would not expect.
