64 B2B leads in seven days.

The brief

Tombizmerch is a B2B store selling FIFA World Cup merchandise solutions to small and medium businesses — embroidery shops, clothing brands, and retail owners who already produce custom apparel but had no World Cup storefront of their own.

I owned the whole paid acquisition side on Meta: strategy, campaign structure, audience segmentation, budget allocation, and launch.

The constraint was the calendar

A World Cup is a fixed window. The buyers we wanted needed a merch-ready storefront before the tournament started, which meant there was no version of this where we spent three weeks in a careful testing phase and scaled afterwards. We had days.

That changes how you build. When there isn't time to iterate your way to a winner, you stop trying to out-clever the targeting and instead run several clean campaigns at once against different slices of the market, then read which one the market answers.

What I built

Three separate lead generation campaigns, each aimed at one segment inside the custom apparel and merchandise industry:

• Embroidery businesses — shops already set up to decorate blanks
• Clothing SMEs — small brands looking for a seasonal line
• Retail owners in custom merchandise

All three used a consolidated, algorithm-first structure — minimal manual audience layering, budget kept at campaign level, and the delivery system left to find buyers inside a broad pool rather than being boxed in by stacked interest filters. On a compressed timeline that matters, because every extra ad set you create splits the conversion data and slows the exit from learning.

Results

What the numbers actually tell you

The consistency is the finding, not the average. Three campaigns against three different segments landed within $2 of each other on cost per lead — 23, 21 and 20 leads respectively. When results cluster that tightly across genuinely different audiences, the offer is doing the work, not the targeting. That's a useful thing to learn in week one, because it means the constraint on scale is budget rather than audience size.

$12.23 is strong for niche B2B. This is a business audience buying a wholesale merchandise solution, not a consumer impulse purchase. Reported Meta cost-per-lead benchmarks for B2B sit far higher than this, and while those aggregate figures vary a lot by methodology, $12 for a qualified business enquiry in a specialist category indicates real message-market fit.

Three leads went straight into active sales conversations inside the same week — which is the number that actually matters. Lead volume with no downstream movement usually means the qualification is wrong.

What I'd flag

This ran for a week against a seasonal spike. A seven-day result is a signal, not a proven long-run cost per lead — event-driven demand flatters early numbers, and I'd expect the cost to drift upward as the addressable pool of embroidery and apparel businesses gets saturated. The honest read is that the offer proved itself fast enough to justify scaling into the tournament window, not that $12.23 holds indefinitely.

Stack

• Advertising — Meta Ads Manager (Facebook & Instagram)
• Site — Lovable
• CRM & automation — GoHighLevel