Marketplace fulfilment: 450 sales at ROAS x22

What the fulfilment operator came to us with

A fulfilment operator serving a marketplace arrived with two tasks: lead generation and growth of Instagram followers.

The service is a specific one. It is bought not by private individuals but by sellers who already have turnover and already feel the pain of logistics. The audience is narrow and defined by the stage of the business, not by demographics. So the main work is accuracy of targeting, not creative.

What the work involved

We analysed the competitors and developed the value proposition. Everyone here promises the same things: storage, picking, dispatch. We had to find what sets this operator apart.

We audited the website and the social accounts: where we were sending traffic, and whether it was lost once it arrived.

We segmented the audience on historical data rather than assumptions. Those who had already bought showed us what the next buyer looks like.

We set up analytics on the site, produced the creatives, launched the campaigns and optimised them regularly.

We built an audience with real purchasing power and launched retargeting. In B2B services almost nobody buys on the first contact; the second and third contacts do the selling.

What sits behind the numbers

On a budget of $2,000 the campaigns delivered 2,985,862 reach and 49,363 clicks at $0.04 each. Leads came to 5,670 at $0.35. Sales from advertising reached 450, total sales came to $44,550, and ROAS was ×22.3.

Twenty-two to one is not one lucky find but retargeting: cold traffic assembled the audience, and the repeat contact sold to it. That is also why a thirty-five-cent lead does not look suspicious. It is an average across cold and warm touches.

What transfers to another B2B service

Accounting deserves a note. The 450 sales are counted as sales from advertising, but part of those deals matured over weeks and passed through several touches. Over a short reporting period advertising like this always looks weaker than it is.

A twenty-two-fold return does not transfer. It rests on the average order value, the margin and how quickly a manager reaches the enquiry. Another company on the same settings will see different figures.

Two principles do transfer. If the audience cannot be described by age and city, assemble it by behaviour: segmentation on historical data beats guesses about who the client is. And retargeting in business services is not an addition to the campaign but where the sale happens: without it the audience you assembled goes to the competitor who did set it up.

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