LED_LENTOK: neon signs — ad payback in B2B

LED_LENTOK creates and installs neon signs across Ukraine.

Task

The client’s main requirement — a return on the funds invested (with no strictly defined KPIs).

Our solution

We immediately chose a sales strategy for the B2B segment. Why not B2C? For B2C, vivid content is critical, and the client ran the page themselves — compared to competitors, that created a risk of the choice not going in our favor. B2B, on the other hand, has larger order values, a less competitive field and a lower risk of non-payback.

We split the budget into two campaigns:

• static creatives on a broad and interest-based audience;
• video creatives with examples of already-completed signs — as social proof for B2B.

For the client’s convenience we set up daily reporting accounting for margin, with automated profit calculation.

Result

Already in the first week we made 4 sign sales and fully recouped the ad budget. In total the ads brought over 150 leads, of which 15 sales took place for a total of UAH 93,643 — a conversion to purchase of about 10%.