B&M Design: 141 leads in 2 months at an average cost of $6.58/lead

B&M Design is a cloud-based platform for managing project documentation on construction sites. The product helps developers, design organizations, and contractors centrally manage documentation, simplify process control, and improve interaction between all construction participants.

Our task was to test Meta Ads to attract high-quality leads interested in demonstrating the platform. The campaign was to help understand the economic feasibility of this advertising channel for a SaaS product in the construction niche.

✅ Audience analysis

Three main groups for targeting were identified: developers, project organizations and contractors.

✅ Competitor analysis

There were no direct competitors, but there were similar solutions in related niches, which allowed us to adapt the strategy to market conditions.

✅ Development of advertising materials

We created lead forms, banners and text ads aimed at each of the target audiences.

✅ Lead integration settings

Leads were integrated into Google Sheets, which allowed managers to immediately leave comments about their quality and potential for further negotiations.

Limited budget at the initial stages

Initially, the account had a spending limit (300 UAH/day), which made it difficult to quickly scale advertising. To solve this problem, a new dollar account was created, which allowed to increase budgets and, accordingly, the speed of lead collection.

Not all leads were suitable for the product

Some clients had projects that were too small to use a cloud solution, but there were also interested clients with whom negotiations were held.

1. Lead generation as the main strategy

Using lead generation helped to quickly attract interested contacts for further consultations and product demonstrations.

2. Testing different audiences

We launched advertising for three groups: lookalike audiences, developers, and project organizations, which allowed us to collect relevant leads.

3. Constant monitoring of lead quality

Not only the quantity, but also the quality of leads was an important aspect of the campaign, which helped filter out unqualified applications.

To attract attention and effectively convey the main advantages of the B&M Design product, we created several types of creatives:

1. Static banners
2. Video banners
3. Targeted messages

The best banners:

— Banners with a clear focus on the problems with the relevance of documentation in construction and the solution to this problem with the help of B&M Design.
— Video banners that emphasized the convenience of the platform for all participants in the construction process.

During the period October-November 2023, 141 leads were attracted with an average cost of $6.58, with a total budget of $927.38.

The best results were achieved with the audiences of developers and project organizations, while work with the LAL audience was less effective.