While Facebook (Meta) works well for many B2B audiences, two of V12’s core audiences posed a problem:
On top of that, we entered into a profit-sharing engagement with them, not a fixed retainer — so the stakes were high.
Phase 1: Creating an Audience Where None Existed
Since we couldn’t target IT hardware dealers directly, we flipped the approach.
We identified Facebook Groups where hardware dealers actively interacted and shared a short, value-driven video explaining the VPN training program.
The goal wasn’t leads — it was data.
As the video gained traction, Facebook collected viewer behaviour, which allowed us to:
This got a scalable audience pool of over 1 million potential IT dealers.
Phase 2: Running Conversion Campaigns for IT Dealers
Once validated, we launched lead generation campaigns using the refined audience.
Phase 3: Targeting Tally Partners Using First-Party Data
To reach Tally Partners, we used a workaround.
The Tally Solutions website publicly lists its partners. We extracted available data, uploaded it to Meta, and ran a test campaign.
The limitation?
The dataset was small — roughly 500 partners.
Even so, we launched a test campaign with a clear, informational ad. Despite the limited audience size, the campaign delivered 4 genuine enquiries, validating both audience relevance and message-market fit.
We created a lookalike audience based on engagement and enquiry data from the initial test. This allowed us to scale beyond the original dataset while retaining audience quality.
Lookalike reach: ~34,000 users
Final campaign reach: ~12,000 people
56 high-quality leads generated on Meta alone
Phase 4: Chartered Accountants Campaign
Chartered accountants were directly targetable on Meta, making this the most straightforward campaign.
Looking for an agency to scale your Meta Ads account too? Get in touch with us.
