B2B Manufacturer Case Study: 129 Leads and 2.09x ROI with Meta Ads

A European roofing and facade materials manufacturer approached Spilno Agency with a clear goal — build a B2B lead generation channel on Meta Ads: requests from businesses, not private buyers, on a scalable ad model. Over 1.5 months (May 14 – June 30, 2026) we generated 129 leads on a $624.27 budget, $4.83 CPL, with a financial result of 2.09x ROI (108.6% ROMI) — a net profit equivalent to roughly $2,150 on roughly $1,970 in ad spend. This case study walks through how we got there, and why “just generating leads” without quality control doesn’t work in B2B.

About the client

The client is a European manufacturer of roofing and facade materials — corrugated sheets and sandwich panels. The company works directly with businesses — construction, installation, and development teams — with no middleman between production and the buyer. We’re deliberately not naming the company or its domain in this case study: the focus here is on the results and the approach, not the brand.

The challenge

The client’s brief was simple on paper: “generate leads specifically from businesses, not private buyers.” Behind that one sentence were several practical problems:

• private-buyer inquiries were cluttering the funnel and pulling the sales team away from real B2B deals;
• there was no proven, scalable advertising model — earlier attempts hadn’t produced a stable flow of requests;
• the account needed to balance lead volume against lead quality, not chase volume alone.

We agreed to work iteratively — test hypotheses, measure results in both leads and revenue, and adjust the strategy based on feedback from the client’s sales department.

Our strategy

The strategy wasn’t set from day one — each shift was a direct response to data from the previous stage. Four key phases emerged over the course of the project.

1. Foundation: from website forms to native lead forms

The first approach — collecting leads through website conversions — produced too few completed forms: users had to load a page and fill out a form separately from the feed. We switched to native Facebook and Instagram lead forms, removing that extra step so people could submit a request without leaving the app. Lead volume increased immediately on the same budget.

2. Targeting: why website lookalikes fell short

The next test was audiences. Lookalike audiences built from website data underperformed — there simply wasn’t enough website traffic for the algorithm to learn a reliable signal. Interest-based targeting tied to construction, manufacturing, and B2B sectors proved far more effective. In parallel, we tested lookalike audiences built from the company’s existing customer data — and those started delivering promising results.

3. Creative: video over static

Comparing formats, video consistently outperformed static banners. So the strategy shifted priority to video creatives emphasizing practical B2B benefits: turnkey solutions and a direct relationship with the manufacturer, no middleman. That message builds trust — exactly what matters to a B2B buyer making a high-value purchasing decision.

4. Lead quality: pre-qualifying inside the ad itself

As lead volume grew, quality started to slip — small and private-buyer inquiries crept in. The fix: state the minimum project size directly in the ad copy — 300+ m² for corrugated sheets, 200+ m² for sandwich panels. This filtered out non-target prospects before the click, with no extra manual screening burden on the sales team.

Comment from the Spilno Agency specialist

“In B2B manufacturing, it’s easy to go wrong by chasing lead volume alone. We deliberately built pre-qualification into the ad copy itself — yes, that cost us some of the ‘cheap’ leads, but the sales team started receiving requests actually worth working on. A managed evaluation system — lead quality, sales feedback, and financial outcome together — is what lets you scale advertising without the risk.”

Kateryna SavchukInternet Marketer, Spilno AgencyAuthor profileLinkedIn

Results

Over the period of May 14 – June 30, 2026 (1.5 months), the campaign delivered the following results:

Month-by-month dynamics

The result came from two months of work, and the second month was noticeably stronger than the first — the team had gathered enough data to fine-tune audiences and creatives:

On lead quality and ROI

129 leads is the headline number, but in B2B it means little without a quality breakdown. Of that total, the client’s sales team classified 28 leads (22.6%) as quality and another 12 (9.7%) as potential. The rest were private buyers or requests below the minimum project size. That’s why we tracked not the generic “cost per lead,” but the cost per quality/potential lead — $15.65: a number that actually reflects the channel’s value to the client’s business. The financial result confirmed it: 54,730 UAH in ad investment generated 114,183 UAH in revenue — a 2.09x ROI, or 108.6% ROMI.

One more nuance is worth adding here, since it affects the final numbers: B2B deals close on a longer cycle than retail purchases. A lead doesn’t submit a request and pay an invoice on the spot — first come discussions on volume, price, and delivery timelines, and only then does the deal get signed. That means some of the leads generated in May and June were still in negotiation when these results were calculated, and hadn’t converted into a sale yet. The real profit from this campaign is deferred: it keeps growing in the following months as deals from these “long” leads close. In other words, the channel’s final ROI will end up higher than the 2.09x already recorded here.

Key improvements

• Switched from website forms to native lead forms on Facebook and Instagram — removed friction and increased lead volume.
• Found a targeting model that works — construction- and B2B-related interests, plus customer-base lookalikes instead of website lookalikes.
• Shifted creatives to video emphasizing turnkey solutions and a direct relationship with the manufacturer.
• Built pre-qualification into ad copy — minimum project size filters out non-target audiences before the click.
• Built a managed evaluation system — lead quality, sales feedback, and financial results tracked together, not separately.

Conclusion

This case shows that in B2B lead generation, “more leads” and “a better result” aren’t always the same thing. A managed system that evaluates performance across three criteria at once — lead quality, sales feedback, and financial outcome — lets you scale advertising deliberately instead of chasing volume blind. In 1.5 months, we took the channel to 129 leads, $4.83 CPL, and a 2.09x ROI — and laid a foundation ready for further scaling.

If your B2B business wants leads from actual companies rather than private buyers, and wants to scale advertising without losing lead quality — get in touch, and we’ll audit your ad account and map out a plan for building a B2B funnel on Meta Ads.

FAQ — B2B lead generation on Meta Ads

Team behind the project

Kateryna Savchuk

Internet Marketer (IM), Spilno Agency

 LinkedIn

Yevheniia Chepenko

Project Manager (PM), Spilno Agency