A magazine company came to us to assist with new ways to grow their business. As a magazine, they rely on advertisers for its revenue and faced the challenge of shifting from traditional outreach to a reliable, scalable digital lead generation channel. While there was nothing wrong with their current lead generation systems, they simply wanted to try something new. This brought the opportunity for 4/4 Solutions to begin an advertising campaign for another advertising.
- The Problem: The magazine had never run Facebook Ads. They wanted to look for new ways to generate leads interested in print advertising.
- The Goal: Establish a new, cost-effective lead generation system to acquire potential advertisers. We also wanted to aim for a low Cost Per Lead (CPL) that ensured a strong return on ad spend.
- Target Audience: Local business owners, Marketing Managers, and Directors within key Louisville, KY sub-regions (Jeffersontown, St. Matthews, and Middletown).
Strategy & Execution: Value-Focused, Hyper-Local B2B Targeting
The strategy focused on a dual layer of precision: first was a tight geographical segmentation. Second was specific behavioral and occupational targeting to ensure the ads reached decision-makers.
A. Strategic B2B Audience Segmentation
We utilized Meta’s detailed targeting features to define audiences who not only lived in the required Louisville sub-regions but also had demonstrated interest in subjects such as business or marketing. Targeting parameters included: Job Titles (e.g., “Business Owner,” “Marketing Manager,” “Director”), Interests (Marketing, Business), and Page Admin roles. This filtered the local population down to genuine B2B prospects.
B. Value-Focused Ad Offer
Instead of promoting the magazine itself, the ads were framed as a cost-effective solution for businesses to directly reach their target Louisville audience. The offer highlighted the magazine as a high-ROI advertising platform, helping the advertiser directly reach their target audience through their mailbox.
C. Distribution Cohesion
We ensured the campaign was available across all distribution formats (feeds, stories, reels, etc.) to maximize visibility. A cohesive campaign was run using a mix of compelling video and photo creatives to capture attention across various placements while maintaining a unified brand message.
Results & Impact: Establishing a Scalable Lead Pipeline
Over the course of a month, we were able to generate 35 quality leads for the magazine, helping them grow their advertiser list considerably for future magazine issues. By focusing on a strong Value-Focused Ad Offer and applying disciplined Hyper-Local B2B Targeting, the campaign delivered high-quality leads at a sustainable $11.12 CPL, immediately proving the viability of digital advertising for the magazine. Want to do the same for your business, schedule a conversation with us today