B2B Facebook + Google Ads Case Study: +67% Sales for LEIVIP Across 4 Markets

Ad examples

Meta video ads from the LEIVIP wholesale account. Auto-scrolls - hover to pause.

The situation

LEIVIP is an Italian B2B fashion wholesaler with a strong catalog and a solid European reputation. Their digital marketing was not reflecting either - ads were too broad, email was not converting, and competitors with better infrastructure were pulling ahead. B2B facebook and google ads only work when each channel has a clear job and each market gets its own message, not a translated duplicate.

With four markets in play - Italy, USA, the wider EU, and Canada - a one-size-fits-all approach burned budget without results. They needed a system that could scale across markets, not a campaign that stopped when the budget ran out.

There was one more wrinkle. Many European retailers do not check out online. They register, browse the line, then contact the brand to place a wholesale order by email, phone, or through a rep. That means the ad dashboards only ever see part of the revenue, and in-platform ROAS undercounts what the ads actually do.

The insight

Facebook and Google do different jobs, and a B2B wholesaler needs both. Facebook reaches retailers who have never heard of LEIVIP and turns them into registered wholesale buyers - the B2B version of a lead. Google catches the buyers who are already searching for Italian wholesale fashion, in their own language, right now.

Geography is a targeting variable, not a toggle. A wholesale buyer in Milan and one in New York have different triggers, trust different platforms, and respond to different creative. So every language market got its own search campaign and its own social creative.

Because so many orders close offline, we judged the program on registrations, sales conversations, and total sales - not on the ROAS number inside Ads Manager.

What we deployed

Fix the funnel before running traffic UTM tracking across every channel. Email copy rewritten for conversion. Video scripts tightened. No point driving traffic to infrastructure that leaks, so tracking and email were fixed before new spend went live.

Facebook for wholesale buyer registrations Cold campaigns across Europe ran video creative built around what a retailer cares about - Italian quality, wholesale pricing, fast shipping, and a free first return. Retargeting followed visitors who browsed the line without registering. The optimization event was a completed wholesale registration, which produced 3,539 registered buyers.

Google search by language market Separate search campaigns for Italian, English, German, Portuguese, and Greek searches. Bid strategy matched each market's maturity - Maximize clicks while a newer market gathered data, Target CPA once conversions were steady, and Target ROAS once conversion value was reliable. The Italian-language campaign became the strongest at 5.57x conversion value on spend.

A/B test creatives from day one Video ads launched with multiple variants competing immediately - data picked winners, not gut feel. Winners scaled; weak hooks were cut before they absorbed budget.

Email and paid as one system New registrations entered nurture flows that matched the creative promise in their market. Many of those buyers then contacted the LEIVIP team directly to order, which is where most of the sales growth closed.

Results

Sales grew 67%, including the wholesale orders that close offline and never show up in an ad dashboard.

On Facebook, campaigns produced 3,539 completed wholesale registrations - new retailers who raised their hand and entered the sales pipeline. Across the Google account, campaigns drove 71,662 clicks and 958 conversions, with conversion value at 2.51x spend across the account and 5.57x on the Italian-language campaign.

Treat those platform numbers as a floor. Because many European buyers finish the order by contacting LEIVIP directly, the real return sits in the sales growth, not in the in-platform value column.

Why it worked

Foundation before reach Every tracking gap fixed and every email rewritten before ad spend touched. Clean infrastructure is what makes optimization possible.

Two channels, two jobs Facebook created new wholesale buyers; Google captured buyers already searching. Running both without blurring them is what filled the pipeline from both ends.

Markets are different humans, not different checkboxes Separate campaigns and creative per language market - not one campaign with a country filter - is why the Italian campaign could reach 5.57x while newer markets were still learning.

Judge B2B on pipeline, not platform ROAS When orders close by email and phone, registrations and sales are the truth. Optimizing to in-platform ROAS alone would have cut the campaigns that were feeding the sales team.

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