Overview

A B2B frozen food supplier partnered with us to generate institutional buyers who could place large volume recurring orders. The business served cafes, restaurants, and hotel chains, with a clear minimum order expectation.

This was not a lead volume exercise.
It was a buyer filtering and qualification exercise.

The success of this campaign depended entirely on whether leads entering the funnel were commercially viable.

Business Requirement

The client had one non negotiable requirement.

Leads must be capable of placing orders of 300 kg or more.

Retail buyers, home businesses, or small outlets without storage or scale were not relevant. Past campaigns had resulted in time being wasted on enquiries that could never convert.

Our job was to ensure that only serious buyers entered the system.

Objective

Generate B2B enquiries from:

• Cafes

• Restaurants

• Hotel chains

While ensuring that the majority of leads met bulk order and operational readiness criteria.

Strategy and Execution

We designed the Meta setup to work as a qualification system, not a traffic magnet.

Buyer Focused Targeting

Audience layers were built specifically around food service decision makers and hospitality operators. The targeting logic was structured to prioritise commercial intent rather than general food interest.

This immediately reduced irrelevant reach.

Creative as a Filter

Creatives were intentionally not mass friendly.

• Messaging clearly communicated

• Bulk supply orientation

• Commercial use cases

• Suitability for HoReCa buyers

This discouraged small quantity enquiries before they ever clicked.

Lead Form Qualification

Lead forms were structured to capture key qualification signals such as:

• Type of business

• Operational scale

• Buying intent

This ensured that leads reaching the sales team already met minimum requirements.

Sales Ready Handover

Instead of focusing on total leads, we prioritised sales qualified leads. The funnel was reviewed regularly with the sales team to ensure that marketing signals aligned with on ground conversations.

Channels & Funnels

Channels Managed

• Meta Ads

Funnel Focus

• B2B lead generation

• Intent based filtering

• SQL driven delivery

Results

With an ad budget of approximately ₹1 lakh, the campaign delivered:

Approximately 50% of total leads qualifying as SQLs
A strong concentration of enquiries from cafes restaurants and hotel businesses
Significant reduction in wasted sales follow ups

The performance win here was lead quality, not inflated lead counts.