Targeted Ads for a US building supply store
Construction store working with contractors (B2B) and retail buyers (B2C)
Starting point:
- location - Seattle, WA, USA
- niche - building supply store
Goals
- Increase both B2B and B2C customer acquisition
- Boost local brand awareness and strengthen positioning with the target audience
- Achieve an acceptable cost per lead (CPL) without sacrificing lead quality
- Grow Facebook and Instagram followers
Challenges and strategy
Initial inputs:
- Facebook and Instagram pages with an existing but largely inactive audience.
- One active ad account and one disabled ad account.
- No fully configured event tracking/analytics.
We had a dual mission: elevate local brand awareness and grow customer volume across both B2B and B2C segments.
We put special emphasis on B2B because these clients typically deliver higher LTV and steady order volume. The challenge: B2B prospects need more than just exposure—they need clear value, favorable terms, and reliable service from this supplier.
At the same time, ignoring B2C would be a strategic mistake. Retail buyers are highly active on Facebook and Instagram, where we can both drive sales and build local brand recognition.
Another priority was to “wake up” the existing audience. Before we started, many followers saw content but rarely engaged. We designed a plan to bring in new qualified followers while reactivating current ones—so every brand touchpoint moved people closer to purchase.
Our approach centered on precise audience segmentation, relevant creative for each segment, and paid social tactics that work for both immediate sales and long‑term brand growth.
We implemented a comprehensive plan that included:
- Segmenting B2B and B2C audiences with dedicated creative for each
- Technical setup of ad tools and analytics
- Launching and testing campaigns with different objectives: Leads and Traffic
- Reactivating existing followers and attracting new ones
- Ongoing monitoring and optimization to reduce CPL and increase conversions
What we did
1) Technical setup and analytics
- Configured access to the business Page, ad account, and Business Manager
- Installed and configured Meta Pixel standard events
- Added custom events in Google Tag Manager for accurate lead tracking
2) Communication channel integration
- Connected telephony to the ad account
- Created a dedicated call-tracking number for ads
3) Campaign launch and optimization
- Tested Lead objective (with multiple optimization setups) and Traffic as a support objective
- Tested audiences: interest-based, broad, and lookalike (LAL)
- Reduced CPL from $35.97 to $19.92 without sacrificing lead quality
4) Work with Meta Support
- Invested 8+ hours with Meta Support to address access to the disabled ad account
Results after 3 months
- Reach: 41,918
- Leads: 146
- Cost per lead (CPL): $19.92
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Construction store working with contractors (B2B) and retail buyers (B2C)
Starting point:
- location - Seattle, WA, USA
- niche - building supply store
Goals
- Increase both B2B and B2C customer acquisition
- Boost local brand awareness and strengthen positioning with the target audience
- Achieve an acceptable cost per lead (CPL) without sacrificing lead quality
- Grow Facebook and Instagram followers
Challenges and strategy
Initial inputs:
- Facebook and Instagram pages with an existing but largely inactive audience.
- One active ad account and one disabled ad account.
- No fully configured event tracking/analytics.
We had a dual mission: elevate local brand awareness and grow customer volume across both B2B and B2C segments.
We put special emphasis on B2B because these clients typically deliver higher LTV and steady order volume. The challenge: B2B prospects need more than just exposure—they need clear value, favorable terms, and reliable service from this supplier.
At the same time, ignoring B2C would be a strategic mistake. Retail buyers are highly active on Facebook and Instagram, where we can both drive sales and build local brand recognition.
Another priority was to “wake up” the existing audience. Before we started, many followers saw content but rarely engaged. We designed a plan to bring in new qualified followers while reactivating current ones—so every brand touchpoint moved people closer to purchase.
Our approach centered on precise audience segmentation, relevant creative for each segment, and paid social tactics that work for both immediate sales and long‑term brand growth.
We implemented a comprehensive plan that included:
- Segmenting B2B and B2C audiences with dedicated creative for each
- Technical setup of ad tools and analytics
- Launching and testing campaigns with different objectives: Leads and Traffic
- Reactivating existing followers and attracting new ones
- Ongoing monitoring and optimization to reduce CPL and increase conversions
What we did
1) Technical setup and analytics
- Configured access to the business Page, ad account, and Business Manager
- Installed and configured Meta Pixel standard events
- Added custom events in Google Tag Manager for accurate lead tracking
2) Communication channel integration
- Connected telephony to the ad account
- Created a dedicated call-tracking number for ads
3) Campaign launch and optimization
- Tested Lead objective (with multiple optimization setups) and Traffic as a support objective
- Tested audiences: interest-based, broad, and lookalike (LAL)
- Reduced CPL from $35.97 to $19.92 without sacrificing lead quality
4) Work with Meta Support
- Invested 8+ hours with Meta Support to address access to the disabled ad account
Results after 3 months
- Reach: 41,918
- Leads: 146
- Cost per lead (CPL): $19.92