Reduced the application price from $5.07 to $2.75 for the bakery manufacturer (B2B)

The client, a manufacturer of baked goods and semi-finished products, approached with the task of scaling and finding new partners to expand distribution channels. Advertising collaboration had already been conducted but was focused on end consumers: informing about promotions in regions and increasing brand awareness. Lead generation was tested; however, the cost per lead at $5.07 made B2B engagement unprofitable.

Two parallel directions:

Instead of mixing B2C and B2B in one advertising cabinet, we divided the strategy into two independent directions. The first is comprehensive campaigns for end consumers: a wide audience, regional targeting, informing about promotional offers, and working on brand recognition. The second is a separate lead generation funnel exclusively for B2B partners with its own logic, creatives, and conversion point.

Building the B2B funnel:

At the testing stage, we compared video and static formats — video showed higher engagement and a greater number of quality transitions, so it became the main format. Simultaneously, we launched campaigns targeting three types of audiences: broad, interest-based, and Lookalike based on existing partners and clients. Traffic was directed not to a regular landing page but to a quiz site — this allowed us to qualify leads immediately and filter out irrelevant applications before contacting the manager.

Optimizing lead quality:

Some applications at the start did not match the partner profile — people looking for retail purchases rather than collaboration came in. We decided to update the creatives: we shot new videos with clear positioning and a direct message about who we are looking for. We updated the advertising texts based on real inquiries from suitable partners. The result — the number of irrelevant applications significantly decreased, and lead quality increased.

Optimizing the quiz:

A separate focus became the conversion within the quiz — some users did not reach the end. We analyzed the funnel passage: identified questions with the highest dropout rates, shortened unnecessary steps, simplified wording, and improved the logic of transitions between screens. This directly affected the number of completed applications and reduced the overall CPL.

Result:
- CPL: from $5.07 to $2.75 — a decrease of 46%
- Lead quality: significantly increased due to audience segmentation and updated creatives
- The most effective format identified: video advertising
- The B2B funnel is completely separated from B2C and operates independently

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