The Challenge
This dairy brand produces and distributes pasteurised milk products in Thailand. Its business-to-business (B2B) segment had strong revenue potential, but the marketing strategy for that segment did not fit it, and the cost per acquisition (CPA) was high as a result.
The audience targeting was not precise enough to reach high-value leads. This kept the return on ad spend (ROAS) low and meant the budget was not used efficiently. Primal saw that the B2B campaigns needed targeting based on data, so the segment could be as profitable as possible.
Our Approach
Primal set out an approach centred on audience targeting. It introduced Meta’s Advantage+ Audience in phases, a targeting option that uses the platform’s algorithms to find and reach more qualified prospects.
The new targeting was added to the client’s existing B2B campaigns. Because the rollout was controlled, it showed measurable improvements without a complete overhaul of the campaigns.
Outcomes Achieved
The work began with the Advantage+ Audience targeting. The more precise targeting used the ad budget more efficiently and quickly raised the key measures. The average order value increased, ROAS rose sharply, and revenue grew 142% after the change in audience targeting.
- 2.4xIncrease in Revenue
- 2.2xIncrease in Purchases
- 2.3xIncrease in Return on Ad Spend (ROAS)
- 142%Revenue Growth After the Change in Audience Targeting
Key Insights
- In the B2B campaigns, targeting that missed high-value leads kept the cost per acquisition high and ROAS low.
- Advantage+ Audience was added to the existing B2B campaigns in phases, with no complete overhaul of the campaigns.
- Revenue grew 2.4x, purchases 2.2x and ROAS 2.3x.
