B&M Design: cloud platform for document management
Social Media Advertising
Client:
B&M Design — an innovative cloud platform for managing project documentation in construction.
Task:
Test Meta as a channel for attracting qualified B2B leads and ensure a steady flow of requests for demonstrations of the SaaS product.
Challenge:
The construction niche has a long decision-making cycle. The main difficulty was the technical limitations of the new advertising account (limit of 300 UAH/day) and the need to filter out small players who do not fit the large-scale cloud solution.
Solution:
1. Audience segmentation: Identified three key vectors: developers, design organizations, and contractors. This allowed for personalizing pain points in the ads.
2. Scaling through bypassing limits: To overcome financial constraints, we quickly switched to a dollar account, which allowed us to increase traffic volumes.
3. Funnel optimization: Used Meta lead forms integrated with Google Sheets for instant processing of requests by the sales department.
4. Quality filtering: Implemented a feedback system from the manager. Based on comments about "project mismatch," we promptly adjusted targeting and messaging.
5. Creative strategy: Developed static and video banners that focused on chaos in documentation and offered systematic solutions as the main answer.
Results:
- 141 targeted leads attracted in 2 months of work, confirming the viability of the Meta channel for construction SaaS.
- Cost per conversion $6.58: Achieved a stable lead price in a competitive B2B niche with a total budget of $927.
- High relevance: The best results were shown by audiences of developers and designers, which became the basis for further sales.
- Systematic management: Created a transparent model for tracking lead quality, allowing the client to see marketing ROI in real-time.
B&M Design — an innovative cloud platform for managing project documentation in construction.
Task:
Test Meta as a channel for attracting qualified B2B leads and ensure a steady flow of requests for demonstrations of the SaaS product.
Challenge:
The construction niche has a long decision-making cycle. The main difficulty was the technical limitations of the new advertising account (limit of 300 UAH/day) and the need to filter out small players who do not fit the large-scale cloud solution.
Solution:
1. Audience segmentation: Identified three key vectors: developers, design organizations, and contractors. This allowed for personalizing pain points in the ads.
2. Scaling through bypassing limits: To overcome financial constraints, we quickly switched to a dollar account, which allowed us to increase traffic volumes.
3. Funnel optimization: Used Meta lead forms integrated with Google Sheets for instant processing of requests by the sales department.
4. Quality filtering: Implemented a feedback system from the manager. Based on comments about "project mismatch," we promptly adjusted targeting and messaging.
5. Creative strategy: Developed static and video banners that focused on chaos in documentation and offered systematic solutions as the main answer.
Results:
- 141 targeted leads attracted in 2 months of work, confirming the viability of the Meta channel for construction SaaS.
- Cost per conversion $6.58: Achieved a stable lead price in a competitive B2B niche with a total budget of $927.
- High relevance: The best results were shown by audiences of developers and designers, which became the basis for further sales.
- Systematic management: Created a transparent model for tracking lead quality, allowing the client to see marketing ROI in real-time.