A sustainable waste management company wanted to improve grow leads on Facebook and LinkedIn while getting a lower cost per lead.

Our strategy

We narrowed targeting to most qualified audiences like remarketing lists, close lookalikes to current clients, and relevant interests, job titles, and companies.

We tested different types of images, videos, and other ad formats. 

We tested targeting new audiences. For example, only men had historically been targeted by ads as decision-makers in business. We expanded the audience to women, which brought in higher lead volume. Ad creative featuring women and people of color also performed better than the traditional white, male business images.

We tested creative value propositions. Since business to business advertising has a longer funnel, we tested calls to action featuring whitepapers, videos, webinars and events.


83.3% Decrease in YOY spend
150% increase in leads from social ads
94.7% decrease in cost per lead

What this means for your business

Social advertising can be difficult for a B2B business. Most platforms are optimized for reaching out to individual consumers, not companies and decision-makers at those companies. By targeting the most relevant audiences and getting creative with your ads and offerings, social ads can become an effective part of your advertising strategy.

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