Targeted advertising for a construction store in the United States

Input data:

• Facebook and Instagram pages with an existing but inactive audience.
• One working advertising account and another one blocked.
• Lack of fully configured event analytics.

We faced a dual challenge: to take the brand to a new level of recognition among the local audience and to increase the number of customers in both the B2B and B2C segments.

Particular emphasis was placed on the B2B segment, as these customers provide higher LTV and stable order volumes. The problem was that this category of customers needed more than just “advertising” — they needed to be convinced of the value of cooperation, the favorable terms, and the service offered by this particular supplier.

As for the B2C audience, it would be a strategic mistake to abandon it. Potential retail buyers are active users of Facebook and Instagram, and these platforms allow not only to generate sales but also to increase brand awareness in the local market.

Another task was to “revive” the existing audience. Before we started working, a significant portion of social media followers were inactive: they saw the content but hardly interacted with the brand. We developed a strategy that combined attracting new target followers and reactivating current ones so that each new contact with the brand would push the person to make a purchase.

The approach was based on clear audience segmentation, the creation of relevant creatives for each group, and the use of targeted advertising tools that work for both tasks: sales here and now and long-term brand growth.

We developed a comprehensive approach that combined:

• Audience segmentation into B2B and B2C, with separate creatives for each segment.
• Technical preparation of advertising tools and analytics.
• Launching and testing campaigns with different goals: lead generation and traffic.
• Reactivating existing subscribers and attracting new audiences.
• Continuous monitoring and optimization to reduce CPL and increase conversions.