Project Detail
A Riyadh-based recruitment consultancy was relying entirely on organic referrals for new business. They had no paid acquisition system and no social media presence beyond a basic Facebook page. The goal was to build a paid lead generation system from scratch targeting HR managers and business owners across Saudi Arabia and the UAE within a 90-day window.
Client
Arabian
Recruitment
Consultancy
Year
2024
Services
Meta Ads Setup,
B2B Lead Generation,
Creative Strategy
From discovery to deployment, every phase of the project focused on delivering a seamless user experience.
Process:
- Market Research — Analysed the B2B services landscape on Meta in the GCC region to understand competitor positioning, creative formats and audience behaviour.
- Account and Pixel Setup — Created the Business Manager, ad account and pixel from scratch with lead event tracking configured correctly from day one.
- Audience Strategy — Built audiences targeting job title-based interests, employer size demographics and business decision-maker behaviour signals on Facebook.
- Creative Development Brief — Developed three creative concepts: a pain-point-led static image, a results-focused carousel and a founder testimonial video concept.
- Campaign Launch — Launched with a two-week testing phase at controlled daily spend, running all three creative concepts simultaneously to identify the fastest winning format.
- Scale and Optimise — Scaled winning creative to full budget, added a lookalike audience layer at 1% and 3% based on existing client email list, and introduced a retargeting campaign for website visitors.
Key Features Implemented:
- Full Meta Business Manager and pixel built from zero
- B2B targeting framework using job title, employer size and decision-maker behaviour signals
- Three creative concepts tested simultaneously in controlled two-week sprint
- Lookalike audiences built from existing client email list
- Retargeting campaign layered on after week two
Client Quote:
“We had never run paid ads before. Safeer built everything from the ground up and within three months we had more inbound enquiries than we could handle. The pipeline went from empty to full.”
Client
Final Thoughts
B2B lead generation on Meta is often dismissed as ineffective — but the brands saying that are usually targeting incorrectly and using B2C creative formats for a B2B offer. Meta does not have LinkedIn’s job title targeting precision, but it does have enormous scale and significantly lower CPLs. With the right audience signals, a clear professional value proposition and creative that speaks to business outcomes rather than product features, Meta generates strong B2B leads at costs that LinkedIn cannot match. For GCC markets specifically, Facebook remains the dominant professional discovery platform, making it the right starting point for any B2B paid acquisition strategy in the region.
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