Challenge & Objectives

Simplébo wanted to accelerate customer acquisition through Meta Ads while targeting a market made up of multiple sub-segments with very different needs and expectations.

Lawyers, for instance, tend to be particularly sensitive to compliance, their firm’s image, and professional credibility. Healthcare practitioners are more focused on patient accessibility, appointment booking, and building trust before a first consultation.

The challenge was therefore to avoid a one-size-fits-all message and develop distinct value propositions for each target audience.

The main objectives were to:

• Identify the most relevant value propositions for Simplébo’s priority audiences.
• Test these messages through Meta Ads, using profession-based segmentation.
• Understand which messages performed best for each target profile.
• Build a repeatable acquisition engine through a multichannel approach combining paid media, email, LinkedIn, and direct outreach.

Strategy

To address Simplébo’s challenges, Bulldozer developed a four-step strategy: clarify the value propositions, test messaging through Meta Ads, build qualified prospect databases, and activate these audiences through a multichannel approach.

A. Defining the Value Propositions

The first step was to develop several value propositions tailored to the targeted professional segments.

The goal was to move away from generic messaging and test different angles based on each audience’s core motivations: credibility, local visibility, compliance, appointment generation, trust, and ease of execution.

The main angles explored included:

• Time savings;
• Compliance with industry standards and professional codes;
• Local visibility;
• Appointment booking and accessibility;
• Professional credibility and brand image;
• Ease of implementation.

B. Audience-Specific Meta Ads Testing

• Meta Ads campaigns were structured by segment, with distinct messaging for lawyers and healthcare practitioners.
• For lawyers, campaigns used a more understated and professional tone, focusing on the firm’s credibility, compliance with industry standards, and control over its online image.
• For healthcare practitioners, messaging focused more heavily on local visibility, patient trust, easy access to information, and making it easier for patients to get in touch.

This segmentation made it possible to test which messages resonated most effectively with each profession.

C. Building and Enriching Prospect Databases

Alongside paid campaigns, Bulldozer built qualified prospect databases to create a long-term, reusable sales asset.

The databases were segmented around two priority audiences: lawyers and healthcare practitioners.

The objective was to ensure Simplébo did not rely solely on Meta Ads, but also had qualified audiences that could be activated every month through multiple outbound channels.

D. Multichannel Activation and Continuous Optimization

The final step was to connect paid campaigns with outbound channels, including email, LinkedIn, and direct outreach.

This multichannel approach increased the number of touchpoints with target audiences while allowing the messaging to be adapted to each channel.

Bulldozer also managed ongoing performance monitoring and optimization, including audience-level analysis, budget adjustments, messaging iterations, and recommendations for future activations.

The objective was to manage acquisition as a repeatable system that could be activated every month, rather than as a standalone advertising campaign.

Results

• €5K+ in MRR generated every month following the launch of paid acquisition, supported by an email nurturing sequence
• 100,000 enriched contacts ready to be activated every month
• Built a multichannel acquisition engine combining Meta Ads, email, LinkedIn, and direct outreach.
• Developed a deeper understanding of the specific needs and expectations of Simplébo’s priority audiences.