Wowflow B2B SaaS case study: lead generation in Germany through Meta Ads

At the initial stage, we tested two landing page versions to find out which offer resonated more with the target audience and converted better.

The main difference was the offer above the fold:

— The first version focused on the app’s features and described what it could do.
— The second focused on benefits for the target audience.
The second landing page performed better in the test.

•  https://wowflow.com/de/kunden
• /facility-management-software/ma1/

Its success was explained by the stronger above-the-fold offer, which attracted more users.

Hypothesis: identify which offers and visual elements would attract the target audience most effectively.

The best-performing creative used this message:

“Sparen Sie, innerhalb von nur 8 Wochen, 50-90% Ihrer Zeit bei der Koordination und Dokumentation der Gebäudewartung.”

(“Save 50-90% of your time coordinating and documenting building maintenance in just 8 weeks.”)

Results:

• 9 enquiries at €104 per lead from the best-performing creative;
• Less successful creatives: 2 enquiries at €150 per lead.

Based on the successful creative, we tested 7 new offers, but the test did not succeed: the new versions generated no enquiries.

Conclusion:

• The audience was too narrow, and the visual fatigued quickly.
• Text changes did not attract attention.

We created creatives with different messages:

• Descriptions of the software’s features.
• Client case studies (social proof).
• Demonstrations of the app’s features.

The best format was a demonstration of the functionality (9 leads at €86 per lead).

We tested 2 video formats:

1. Stock footage with an offer about reducing operational work by 50%.
2. Software screen recordings, with a question at the start of the video (“Do you manage properties?”).

Results:

• The video describing and demonstrating the functionality had a higher click-through rate.
• However, neither option produced a significant increase in enquiries.

Plan: refine the videos and test video testimonials from clients.

Hypothesis: simplify the registration process by using a lead form instead of a landing page.

Results:

• 27 leads at €29 per lead.
• However, lead quality was significantly lower than for enquiries from the website.

Conclusion: we switched off this format to avoid spending budget on low-quality enquiries.

Based on what had worked, we reworked the visuals while keeping the most effective offer.

Conclusion:

• The best format was a demonstration of the app’s functionality.
• Creatives featuring people performed the worst.

Working with Wowflow substantially improved the lead acquisition process through Meta by optimising campaigns and testing different content formats. We focused on testing landing pages, creatives and strategies at different campaign stages.

1. Landing pages and offers: A/B testing two landing page versions showed that the second version, focused on customer benefits, performed significantly better.

2. Static creatives: Our testing identified the most effective format — a creative offering a 50% reduction in operational work. It generated 9 enquiries at €104 each, several times less expensive than other tested options.

3. Video formats: Although videos demonstrating the app’s functionality did not produce significant results, we saw strong interest in a format that described the product and promised to solve users’ problems. This gives us an opportunity to improve the visuals and test a new format.

4. Lead forms: Lead-form campaigns produced an acceptable result of 27 enquiries at €29 each, but lead quality was lower than for enquiries from the website.

Overall: We invested €5,791.99 and received 53 enquiries at a cost of €109.2 per lead.

A test of new advertising messages is currently planned, based on showing the financial benefit customers receive from using Wowflow software.

The aim is to go beyond a single message and expand the range of options. We also plan to test video creatives featuring testimonials from current clients.