Meta Ads Case Study
Client Overview –
Client Name: Touch Screen Company
Industry: Interactive Technology/Healthcare Solutions
Business Type & Size: B2B Product-Based Company
Target Audience:
1) Schools & educational institutions.
2) Care homes & assisted living centres.
3) Healthcare and learning environments.
4) Institutional buyers and decision-makers.
Campaign Duration:
Platforms Used: Meta Ads – Facebook & Instagram
Objectives
- Generate qualified leads for touchscreen table products
- Increase product awareness among institutional decision-makers
- Maintain an efficient and scalable cost per lead
- Reach relevant audiences across selected locations in the UK
Initial Situation
- No structured Meta Ads lead-generation funnel in place
- Limited visibility among institutional buyers
- No consistent paid media benchmark for lead volume or CPL
- Broad audiences previously resulted in low-quality enquiries
Meta Ads Strategy
Funnel Approach:
- Awareness & Consideration: Product-focused video ads demonstrating real-world use
- Conversion: Lead Generation campaigns using Meta Lead Forms
Audience Targeting:
- Decision-makers including school administrators, care home managers, and business owners
- Interest-based targeting aligned with:
- Education technology
- Healthcare solutions
- Smart and interactive devices
- Age targeting optimised to match typical buying decision-makers
- Location targeting focused on 4 strategic UK regions to improve lead relevance
Ad Formats & Messaging:
- High-quality video ads showcasing touchscreen tables in live environments
- Messaging focused on usability, engagement, and institutional value
- Clear CTAs encouraging enquiries and product interest
Campaign Execution
- Created video creatives highlighting interactive features and practical use cases
- Demonstrated benefits across education, healthcare, and care environments
- Maintained a professional, trust-building copy tone
- Optimised campaigns for the Lead Generation objective
- Continuously monitored video engagement and CPL performance
- Filtered low-quality traffic to maintain lead quality
Results
The campaign delivered a solid pool of qualified leads while maintaining a controlled and efficient ad spend. Video content achieved strong reach, exposing the message to a broad audience with a healthy portion of viewers watching more than once, indicating decent engagement. A small percentage of viewers converted into leads, which is typical for cold video traffic, and the cost efficiency per lead stayed within a reasonable performance range for awareness-driven campaigns. Overall, the results show effective visibility and steady lead generation with room to further optimize conversion from viewers into prospects.
Additional Insights:
- Highest lead contribution came from the 35–54 age group, aligning with institutional decision-makers
- Male and female audiences both contributed to conversions, with stronger efficiency among male users
- Campaign delivered consistent lead volume despite a limited budget
Conclusion
Through a focused Meta Ads strategy built around video-led storytelling, precise audience targeting, and continuous optimisation, the Touch Screen Company successfully generated qualified institutional leads at an efficient cost. The campaign demonstrated that even with a limited budget, well-structured Meta Ads can deliver measurable results in niche B2B markets.