FB/Instagram Targeting for Moldova and Turkey

Case: Unit.com (Travel platform)

Goal: generate leads/sign-ups from two segments:

Travel agents / influencers (B2B)

Travelers (B2C)
Geo focus: Moldova and Turkey.

Audience:

~75% women

age 25–40

locations: Moldova, Turkey

What we did:

split the project into two separate funnels (B2B vs B2C) with different offers and creatives;

B2B (agents): highlighted book now / pay later, competitive hotel pricing, and up to 10% agent commission in EUR;

B2C (travelers): positioned savings up to 50% plus support from a personal travel expert;

tested multiple creatives/messaging angles and optimized toward the best cost per result.

Results (cost per result):

Travelers (Turkey): $0.22

Travel agents: $0.21