Scaling B2B and B2C segments in Meta Ads

The project began with the need for a complete overhaul of the strategy: the advertising account required technical cleaning, the learning algorithms were functioning incorrectly, and the cost of customer acquisition was unstable. The main task was to separate the flows into wholesale (B2B) and retail (B2C) and to achieve target profitability indicators.

As part of the work, the following steps were implemented:

1. Conducted a complete cleaning of the advertising account, corrected critical errors in event settings, which allowed Meta's algorithms to correctly see conversions and pass the learning phase more quickly.
2. Divided campaigns by funnels: for B2C, we chose a direct sales strategy through a catalog (cosmetics/chemicals), and for B2B — lead generation through lead forms to request a wholesale price list.
3. Set up dynamic ads for home goods, which allowed showing users exactly the items they were interested in, significantly increasing the relevance of the ads.
4. Launched updated video creatives and posts on Instagram. This helped reduce CPC from $0.04 to $0.03, ensuring a larger volume of traffic at the same budget.

During the tests, a new profitable segment was identified in B2C (retail), which provided an immediate increase in profitability. Despite budget reductions in the wholesale direction, through precise targeting and working with the offer, we maintained the cost per lead at less than $1.

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