Lead generation of partners for a bakery manufacturer | Meta ads

Valesto — a Ukrainian food company that specializes in the production of high-quality baked goods and frozen semi-finished products made from phyllo dough, including rollini, strudels, pancakes, dumplings, and other products.

Where we started (point A)
The client reached out with a request for scaling and finding new partners to expand distribution channels for their products. Advertising had already been launched, but it was primarily aimed at reaching end consumers — informing about promotions in regions and increasing brand awareness. The lead generation format was also tested, however, the average cost per lead was $5.07, which was too high for stable engagement of B2B partners.

Where we arrived (point B)
1. We identified the most effective advertising format — video, which provided higher engagement and a greater number of quality transitions.
2. We launched and optimized a quiz site for B2B lead generation, which allowed us to reduce the CPL from the previous $5.07 to $2.75.
3. We improved lead quality through audience segmentation and creative optimization, which increased the relevance of B2B inquiries.

How we did it?
In our work, we used a combined approach that integrated two key directions: comprehensive advertising for end consumers and a separate lead generation funnel for B2B partners.
In the first stage, we launched campaigns targeting a broad audience to increase brand awareness and inform about promotional offers in regions. This allowed us to regionally inform users about promotions and significantly increase brand recognition.
At the same time, we built a separate funnel for finding partners: we tested video and static formats, launched campaigns targeting look-alike audiences, interests, and broad audiences. To enhance lead quality, part of the traffic was directed to the quiz site, which was subsequently optimized based on behavioral data.

This approach allowed us to comprehensively reach different audiences, increase recognition, and at the same time obtain quality B2B leads at a competitive price.

Challenges we faced

Problem 1: Lead quality was uneven — some applications did not fit the partner profile.
How we solved it: – developed new advertising video creatives with clear positioning and explanation of who we are looking for; – updated advertising messages based on typical inquiries.

Problem 2: Some users did not complete the quiz.
How we solved it: – analyzed the quiz completion funnel and identified at which questions users most often dropped out; – optimized question wording, reduced unnecessary steps, and improved transition logic.

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