TL;DR
- The effectiveness of remarketing and a full-funnel strategy: with only 20% of the budget, it generates a CPA 3× more efficient
- Creative authenticity: images featuring real tradespeople consistently outperform stock visuals
- Diversifying creative approaches achieves better CTR and CPL over time
Moving from TV to Digital Across Multiple Geographic Zones at Once
Bilik is a platform connecting individuals with trusted tradespeople. Historically present through TV campaigns, the company wanted to diversify its acquisition channels by building a presence on Meta and Google Ads. The challenge was twofold: operate across multiple French geographic zones with local specificities, and build a lasting acquisition funnel capable of generating qualified prospects at a controlled cost across every sector.
Generate Qualified Prospects Zone by Zone Without Blowing the CPA
The goal was to generate maximum qualified prospects on each zone, optimise CPL according to local specificities, build a sustainable acquisition funnel, identify the best-performing creative formats by sector, and develop top-of-funnel digital campaigns.
Full Funnel, Geo-Segmentation and Authentic Creative
The strategy was built around four axes. An optimised funnel architecture with an 80% acquisition and 20% remarketing split to achieve a remarketing CPA 3x more efficient. Geographic segmentation with budget adaptation based on local CPMs to maximise efficiency zone by zone. A localised creative strategy with personalised messages by audience, formats that highlight authenticity, and continuous ad message iteration. And constant Meta audience optimisation to identify the most receptive pools.
A Prospect Machine Running at Full Capacity
Three major business impacts: 1,740 prospects generated in 8 months, 3x CPA performance improvement, and 2M people reached with an average frequency of 6.5.
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