B2B lead generation for a medical supplies wholesaler in Europe

The client initially sent traffic to a standard e-commerce website, but wholesale B2B purchasing required a different approach.

We proposed a new funnel and designed the structure of a dedicated landing page. It presented the essential company and product information, while the offer to receive a wholesale price list acted as the lead magnet.

The client developed the page from our structure, and it became the main tool for collecting enquiries.

At launch, we ran English-language campaigns across Europe.

In parallel, we analysed the client’s historical sales data and identified priority regions.

We then split the campaign structure: one campaign focused on France, Italy, Poland and Germany, while a second covered the remaining European markets.

To reduce CPL, we tested a localised Italian-language campaign. CPL dropped sharply from €15–20 in the English campaigns to €3–5.

However, traffic analysis revealed a high share of retail buyers — individual practitioners — which risked overloading the sales team with unsuitable enquiries. We therefore paused the campaign.

To filter the audience further, we used client feedback to add the minimum order value prominently to ad creatives and to a sticky banner on the website.

During industry conferences in Latin America, we ran Spanish-language test campaigns. They generated leads, but qualification quality was lower than in Europe, so we stopped this direction.

During the Christmas period, European campaigns were temporarily paused and the budget moved to Arab markets. Initial communication was promising, but these leads converted poorly at later stages of the funnel.

Using accumulated data on qualified leads and completed deals, we narrowed targeting to Germany, Greece, Poland, Romania, the United Kingdom and Italy.

At the same time, we introduced a new creative strategy. The client provided a detailed list of audience pain points, and we developed a personalised creative for each one.

Because the ads were in English, Meta began allocating a disproportionate share of impressions to the UK. We separated the UK into its own campaign to distribute budget more evenly. We then noticed that UK leads had a particularly high non-contact rate, unlike other markets.

Campaign adjustments and new creatives did not resolve the issue. We suggested calling UK enquiries from local British numbers to increase trust, but the hypothesis was not tested.

Alongside the main landing page, we tested a quiz designed to collect initial information and qualify each lead before a sales call.

The quiz performed exceptionally well: it reduced the cost per enquiry from €20–25 on the website to €7–10, while the percentage of qualified leads remained almost unchanged.

Given the economics, we stopped using the website and made the quiz the primary landing experience.

Active campaigns are currently on a strategic pause while the client analyses the acquired customer cohort and evaluates the channel’s long-term profitability.

The average order value from Meta leads was €3,280, compared with approximately €12,000 from the client’s established offline sources, such as industry exhibitions.

In wholesale B2B, repeat purchases matter as much as the initial sale. The client therefore needs time to measure the LTV of acquired customers. The sales team is focusing on the existing pipeline, tracking delayed deal closures and the percentage of repeat orders.

Once the final profitability and actual LTV of the cohort are clear, the client will decide whether to invest further in Meta and scale the combinations that worked relative to other acquisition sources.

For Major Medical Solutions, a wholesale supplier for aesthetic medicine, we successfully launched Meta campaigns from scratch and built a B2B lead-generation funnel.

The work included developing and testing landing experiences — moving from a conventional landing page to a quiz funnel — testing Europe, Latin America and Arab markets, filtering retail buyers, and adapting creative strategy around the specific pain points of wholesale customers.

• We identified the most efficient target countries: Germany, Greece, Poland, Romania, the United Kingdom and Italy.
• The first wholesale orders from Meta were completed with an average order value of €3,280.

After the client completes the LTV analysis, the next decision will concern scaling. Because Meta’s current average order value differs from the client’s established offline sources — approximately €12,000 — repeat purchase rate will be the key factor. If long-term profitability is confirmed, the focus will shift to expanding proven advertising combinations in priority European markets and further improving B2B lead quality.