Reprocessing of secondary raw materials | B2B lead generation

"Lion Recycling Ukraine" is a company specializing in the procurement and recycling of secondary raw materials such as plastics, polymers, and production technological waste. Area of operation: The entire territory of Ukraine, except for temporarily occupied regions. Target audience: B2B segment — large manufacturing enterprises (food, heavy industry), medical institutions, the agricultural sector, and scrap dealers who accumulate plastic and polymer waste.

Advertising campaign tasks:

Lead generation: Ensure a minimum of 2 responses from potential suppliers weekly for each of the key secondary raw material positions.
B2B client engagement: Set up a stable flow of applications from large systemic enterprises.
Cost per lead optimization (CPL): Achieve a forecasted lead cost of $14.20.


Solution
To achieve the set goals, a strategy for segmenting the target audience was developed based on industries that generate the largest volume of relevant waste. Three key segments were identified:

Medicine: Enterprises and institutions that can sell sterilized medical waste (syringes, mirrors, PVC systems).
Food industry: Producers that use and accumulate plastic packaging (PP/ND boxes from fruits, meat, beverages).
Manufacturing: Enterprises that generate technological plastic waste (polystyrene, polyethylene, polypropylene, ABS, scrap clamps, etc.).


Detailed targeting settings were developed for each segment on Facebook/Instagram and LinkedIn platforms.