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Targeted advertising in Meta for La Fabrique de Couleurs

How to build a steady stream of B2B leads from Facebook and Instagram for the printing company

#TARGET

Input data

Client: La Fabrique de Couleurs printing company.

Timing: 1.5 years.

Team: targeting specialist, designer, project manager, proofreader.

Problem: before the start of cooperation, social networks did not provide a steady stream of B2B clients. The number of leads was insufficient, and their quality did not meet the company’s business goals. It was necessary to build a predictable channel for attracting corporate customers via Meta Ads.

Tasks:

conduct competitor analysis;

identify promising audience segments;

develop a comprehensive B2B lead generation strategy;

prepare a series of advertising creatives;

test various advertising communications and optimize campaigns to consistently generate high-quality leads.

List of works

We studied the advertising activity of competitors, analyzed their approaches to communication and identified the most effective practices. Based on the briefing and analysis, we formed portraits of the target audience and built a system of segments based on interests, behavior and interaction with the brand.

We created a creative concept with an emphasis on the key advantages of the printing company: fast production, modern printing equipment, high-quality printing and a wide range of services for business. For testing, we used both creatives prepared by the designer and options created using Meta AI tools.

We launched advertising campaigns with the goals of Messaging and Lead Generation. We tested different combinations of offers, advertising messages, creative formats and audience segments to determine the most effective combinations specifically for the B2B direction.

We regularly optimized campaigns: we redistributed budgets, updated advertising materials and scaled the most effective ones. This approach allowed us to maintain a stable flow of inquiries and improve the quality of leads throughout the partnership.

Results

Over 1.5 years of cooperation, Meta Ads has become one of the key channels for generating leads for La Fabrique de Couleurs:

- 900+ Direct inquiries were generated during the period of cooperation;
- 150+ B2B leads were generated through lead generation campaigns;
- 400 UAH – the average cost of a Direct inquiry;
- 800 UAH – the average cost of a B2B lead;
- 60+ targeted inquiries are received every month thanks to advertising.

Campaign performance: number of inquiries and average cost

B2B lead generation and average cost over time

Examples of ad creatives created by a designer

Examples of ad creatives created using Meta AI

Results

Campaign performance: number of inquiries and average cost

B2B lead generation and average cost over time

Examples of ad creatives created by a designer

Examples of ad creatives created using Meta AI

Conclusions

A comprehensive promotion strategy in Meta Ads allowed La Fabrique de Couleurs to turn social networks into an effective channel for attracting corporate clients. Audience analysis, systematic testing of advertising hypotheses, the use of various creative formats and regular optimization of campaigns ensured a stable flow of B2B inquiries and laid the foundation for further scaling.

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