Industry: B2B

Case Study: B2B / Paid Social for Lead Generation

Challenge

This client exists in a niche B2B industry, and with high-cost products and a traditionally long consumer journey, reaching its target audience can be challenging. For years, digital marketing – specifically paid search – has been an incredibly efficient lead generation tool for this company, but it was still searching for a new way to identify, engage, and convert its customers.

Solution

To supplement the paid search campaigns already in market, Nina Hale developed Facebook paid social campaigns that targeted the client’s audiences at specific and unique points in their journey. We leveraged some of Facebook’s most effective advertising capabilities – remarketing to those already familiar with the brand, look-alike targeting to reach a new audience with characteristics similar to existing customers – and layered in some of its newer ad types in effort to drive the highest ROI.

Results

1,150% increase in engagement volume month-over-month

We saw the highest lead generation performance in the client’s history:

  • 4% conversion rate with a record low CPL
  • 1,150% increase in engagement volume month-over-month
  • 87% decrease in average cost-per-engagement month-over-month
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