Scaling B2B Leads with Lookalike Audiences and Video Content

About The Client

AW Artisan is the official distributor of Ancient Wisdom products in Portugal, offering a wide range of high-quality giftware for wholesale.

The selection includes handcrafted soaps, aromatic candles, home decor items, stylish bags, incense, and many other beautiful products designed to enhance any retail collection.

With a focus on quality and craftsmanship, Ancient Wisdom ensures that businesses across Portugal have access to premium products perfect for retail and gifting.

Campaign Objective

The objective of the campaign for the period 30 June – 29 July is to increase the number of registrations compared to the previous period, thereby driving significant growth in new leads.

The Strategy

This client previously experienced a significant decline in new leads on their website. In May and June, registration numbers were very low, which affected product purchases.

To improve this, we implemented several strategies to increase registrations:

1. Campaign Restructuring

We restructured the previous campaign to create a clearer and more organised campaign structure. At the ad set level, audiences were separated into two types: Saved Audiences and Lookalike Audiences. Lookalike Audiences were built using data from: Website Visitors, Instagram & Facebook Engagement, Customer Lists Saved Audiences were focused on: Business Owners, Wholesale, B2B segments

2. Content Testing

To increase engagement from the Portuguese audience, we tested multiple content formats, including Carousel and Short Video. Single content did not deliver strong results for the registration objective. Short-form video content performed significantly better and contributed positively to generating new website leads. We use showroom videos to highlight a wide product range, reinforcing the client’s position as a wholesale giftware supplier for the B2B market. These content decisions were also supported by competitor research, where similar content formats were being used effectively.

Result

Between June 30 and July 29, 2025, the campaign achieved an extraordinary +777.78% increase in registrations month-over-month, generating 79 new leads and significantly outperforming both previous periods and the prior year.

The increase in registrations had a positive impact on sales performance, resulting in a 73.58% increase in purchases compared to January 2025.

Below is a comparison of registration results across periods:

0 %

Increase Purchase

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Increase Registrations

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