The client produced an innovative cook stove that reduces smoke exposure. They wanted to distribute the stoves in rural India. The document describes 4 Facebook ad experiments targeting local groups and store owners. Experiment 1 gained engagement for under $1. Experiments 2-4 collected over 1,000 high-quality leads for under $100 through optimizing targeting and forms. The campaigns drove traffic and engagement while achieving a low cost-per-lead. Data-driven testing of small experiments was key to successful growth on a low budget.

1. CASE STUDY
How we generated 1,000
B2B leads for less than
$100 on Facebook

2. HOW WE GENERATED 1,000
B2B LEADS FOR LESS THAN
$100 ON FACEBOOK

3. CLIENT'S PRODUCT
They are truly making this world a better place.
Innovative Cook Stove that would reduce 85% of smoke compared to
traditional cook stove.
Women using regular cook stove would inhale smoke equivalent to
two packs of cigarettes a day.
Their new product would reduce indoor smoke that was responsible
for millions of deaths every year.

4. MARKET
ANALYSIS
CHALLENGE:
B2B distribution of stoves
in the rural parts of India.
TARGET AUDIENCE:
Segment 1:
Local supermarket owners in
tier 3 and tier 4 regions of India.
Segment 2:
Local NGO’s and self-help
groups working for the welfare
of women in tier 3 and tier 4
regions of India.
CHANNEL:
Facebook Ads

5. GROWTH EXPERIMENTS
From our initial research and team’s past experience, we
figured that reaching out to local NGO’s and SHG’s should be a
first priority. The reasoning was simple – they are working on
ground to improve the quality of life for women in rural parts of
India
.
So they could clearly connect with our problem statement and
in-fact were looking at a product that could solve their problem
– reduction of indoor smoke for women – better stove without
smoke.
STRATEGY OVERVIEW

6. EXPERIMENT 1: AUDIENCE MATCH FOR PRODUCT
We focused on 13 states in
India and narrowed our
target to key individuals
who were involved in
building self-help groups,
microfinance for women,
multi-fuel stove etc.
Assumption: We assumed that these key decision makers will have access
to Facebook and are regular Facebook users.

7. We initially run the campaign to gather enough reach and
engagement, so we waited till we got 1,000+ impressions
about 25 likes and comments on these ads. This was a
good engagement ratio.
We were tracking the users who were liking the ads and
saw that their profile matched with our target audience by
almost 85%. We also saw about 8 comments coming in
asking more details about the product.
Interestingly, this experiment cost us only Rs. 54/- This
was a good start.
EXPERIMENT 1: AUDIENCE MATCH FOR PRODUCT

8. EXPERIMENT 2: LEAD GENERATION
Now that we had a good audience match, we setup a simple
lead form within Facebook, so users who were interested to
know more could directly leave their contact details.
We kept our form very simple, just 3 fields
- Name
- Mobile
- Email
Nothing more.

9. EXPERIMENT 2: LEAD GENERATION
First 2-3 days we saw about 20 users sharing their details.
The cost per lead was about Rs. 40. We optimized a bit and
in the following month, we saw cost per lead dropping
significantly and that also got us more leads.
We also had a team to call these new leads to add them to
the sales pipeline. This ensured high quality targeting and
gave us confidence to scale the campaign.

10. EXPERIMENT 2: LEAD GENERATION
RESULT: We got 151 leads by spending only Rs. 723/- (about $10)
and CPL was Rs. 4.79/-

11. EXPERIMENT 3: SLIGHTLY BROAD TARGETING TO
REACH MORE USERS.
With good success from last campaign, we setup another
campaign to reach more users, so we added a few broad
audiences to our targeting.
The new targeting was bringing in more engagement on our
ads and also drove some traffic to our website, it was
affecting our core metric, CPL. Over the next month, we
optimized this campaign to reduce CPL but the best that we
got from this campaign was not good enough.

12. EXPERIMENT 3: SLIGHTLY BROAD TARGETING TO
REACH MORE USERS.
RESULT: We got 254 leads by spending only Rs. 2,118/- (about $30)
and CPL was Rs. 8.34/-

13. EXPERIMENT 4: LOCAL SUPERMARKET OWNERS
TARGETING
We setup lead generation campaigns to connect with
supermarkets owners and distributors.
The plan was to have presence in supermarkets locally to
influence local NGO’s and SHG’s with social proof and
ensure easy availability.

14. EXPERIMENT 4: LOCAL SUPERMARKET OWNERS
TARGETING

15. We launched this campaign in 13 states in India and started getting
good engagements on all our ads.EXPERIMENT 4: LOCAL SUPERMARKET OWNERS
TARGETING
RESULT: Got 653 leads by spending Rs. 3,514/- and CPL Rs. 5.38/-

16. OVERALL RESULTS:
In about 3 months that we ran this campaign, we got
some pretty interesting outcomes.
We got 1,127 leads from all the campaigns by spending
Rs. 6,628/- (less than $100) on Facebook at a CPL of
Rs. 5.88/- (less than 9 cents).

17. OVERALL RESULTS:

18. As a bonus, we also got good engagement on our Facebook page
and traffic to our website.
We got 728 new likes on FB page and 3,771 clicks to our links.

19. Always be measuring – whether it’s your impressions, reach,
click, CPC, CPL etc. Each and every metric must be defined
for every campaign and be measured constantly.
The decisions you make must be data driven, else the
growth experiments will fail to deliver real value.
PRO TIPS:

20. To ensure high quality engagement, take some time out to
analyze who is engaging with your content by visiting their
individual profiles. This will save a lot of money and
resources in the future.
Run smaller growth experiments to validate your
assumptions and only when it works well, add more
budgets.
PRO TIPS:

21. LET'S TALK
GROWTH
GET RESULTS WITHOUT BREAKING THE BANK!