An ad strategy for a B2B distributor (anonymized as "Store 1"). Store 1 had never segmented its customer base by Ideal-Customer-Profile (ICP) business type, so the first step was building that segmentation from scratch, then feeding it into Google and Meta to build lookalike audiences. Generic acquisition spend became precision-aimed campaigns, and the performance followed.
Store 1's digital ads were already profitable across both Google and Meta. The opportunity wasn't just spending more — it was pointing spend at the customers most likely to convert.
That took building an ICP segmentation that didn't exist yet: going through the full existing customer base and classifying accounts into a handful of distinct business-type segments that matched the ideal customer profile.
Those segment lists became the seed audiences for lookalike targeting on Google and Meta , and the Conquest and ICP lookalike campaigns both outperformed the account average as a result. Store 1 is also currently dark on Microsoft Ads, where B2B desktop-oriented competitors are actively investing, a clear expansion opportunity for I recommended.
• Client: B2B distributor
• Initiative: Improve ad performance
• Current ad channels: Google Ads, Meta (Facebook & Instagram)
• Segmentation: ICP business segments
Sales growth outpaced ad spend across the account.
Lower acquisition costs alongside ROAS gains. No tradeoff.
A 9x return on ad spend, achieved while expanding campaign scale.
A 9x return on ad spend, achieved while expanding campaign scale.
Store 1 had no ICP segmentation in place. The base was classified into a handful of distinct business-type segments (specific verticals withheld here for confidentiality), and each segment's customer list became the seed for a Google and Meta lookalike audience.
Went through Store 1's complete customer and prospect list and identified accounts matching the ideal customer profile by customer name or email domain.
Grouped customers into distinct business-type segments matching the ideal customer profile.
Fed each segment's customer list into Google and Meta to build lookalike audiences for prospecting.
Knowing who your best customers look like make both Google and Meta targeting sharper...without asking for a bigger budget.
