In B2B, the effectiveness of an advertising campaign isn't measured by mere visibility, but by the ability to turn a creative message into the right lead, at the right time. We started from this principle to support Scatolificio IVI, an established company in Northeast Italy driven by a highly sustainable production approach. The company boasted an excellent product, but to reach potential customers within a 20-25 km radius effectively, a high-precision advertising strategy was needed. In collaboration with the communication and design studio Jonny Mole, we built an ecosystem of campaigns based on a clear modus operandi: a full-funnel strategy to optimize costs and enhance the depth of the message, test-and-learn creativity and targeting on Meta.
B2B Meta Ads Strategy: from territory analysis to segmentation
Having an excellent product and a strong commitment to sustainability isn't enough if companies just a few kilometers away don't know about your offer. To bridge the gap between the company and its pool of potential local clients, we didn't just aim for generic promotion, but for B2B lead generation on Meta tailored to specific market sectors.
We tested the right angle for each sector by cross-referencing the actual packaging needs of local companies with the targeting capabilities offered by the Meta ecosystem.
We reached specific B2B targets with dedicated creative assets
Sports footwear: performance copy and Lookalike audiences
In the sportswear and footwear sector, the primary need is packaging durability combined with impeccable aesthetics for the unboxing experience. Here, the effectiveness of the message focused on the concepts of performance, modularity and robustness.
The creative content highlighted the box's technical response to the stresses of logistics and e-commerce. From a platform perspective, the combined use of custom audiences and Lookalike Audiences profiled based on decision-makers in the manufacturing sector made it possible to reach purchasing managers at local brands, generating high-value leads.
Small items: dynamic ads and production flexibility
For small items and artisanal manufacturing, the critical issue is usually finding custom packaging without having to commit to huge order quantities. The ad creative focused on empathetic, solution-oriented copy: attention to detail, protection for delicate products, and production flexibility.
By leveraging Meta's dynamic ad optimization tools, the platform automatically displayed the best-performing text and image variations to targeted users (artisans, digital boutiques, and small local e-commerce businesses). This continuous presence captured latent but very strong demand within a radius of just a few kilometers.
Conclusion
When creative messaging and target definition are supported by advanced technical management of Meta Ads, local B2B results are immediate and measurable:
20 qualified leads acquired in just 50 days!
At least 40% converted into recurring customers!
The campaign also produced these side effects:
- 100% increase in leads from the website compared to the previous period.
- 960% increase in visits to the company's Instagram profile.
- 240% in visits to the company Facebook page
Several leads acquired during the campaign have already become regular customers of Scatolificio IVI, demonstrating how online advertising on social networks can become a concrete growth tool even for local manufacturing companies.
