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Ecosoft — Water Dispensers UA
B2B Office FacilitiesDeals Won: 70+Cost per Deal: ~$90Timeframe: 6 months
B2B water solutions for offices/businesses
Platform: Meta Ads (Facebook / Instagram)
Overview
Ecosoft is a Ukrainian water-treatment brand expanding into office water dispensers. We were tasked with launching this line in paid social from scratch, building a clear B2B offer for offices, clinics, and reception areas, and generating qualified demand at a sustainable cost.
Challenges
- Zero historical data for the vertical: design a go-to-market offer and funnel for a new product line
- Lead economics: reduce and hold cost per qualified lead/deal while improving lead quality (decision-makers, locations with real footfall)
- Creative noise in the UA market: break through 'white noise' with simple, value-forward messaging (cost per liter, hygiene, service)
- Content quality: during shoots, convey product use, cleanliness, and office context to trigger the right emotion and increase the likelihood of inquiry—without compromising production quality
- Seasonality management: leverage holiday moments for warm retargeting without cannibalizing always-on performance
Strategy
Offer-led messaging (fixed price, service package, per-liter economics), split cold lead forms vs warm site forms, weekly hook/CTA tests (static + short video + UG content), and seasonal 'reasons to return' for retargeting. Support the client site with banners to lift on-site conversion.
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