How Grabmedia got 135 B2B leads at €6.95 each from its first Meta ads campaign

Grabmedia is a Lithuanian out-of-home advertising agency, run by UAB Baltic Trading Company in Vilnius. It sells ad space in places people pass through every day: buses and trolleybuses, business centres, IKI supermarkets and sports clubs.

This campaign sold two of those channels. The first is digital screens in more than 140 IKI stores across Lithuania. The second is 63 sports clubs in the Impuls, Gym+ and Lemon Gym chains. In its ads, Grabmedia offers the full package from one team: production, screen rental and setup.

Grabmedia sells to businesses. Its buyers are marketers and business owners who want their ad in front of shoppers in IKI stores or people working out in a gym.

Grabmedia had never run Meta ads. That shaped everything else.

• No history. No past campaign data, no pixel history, no audience that had already proven itself. Every choice started from zero.
• A B2B buyer on a consumer platform. The people who buy screen ads are marketers and business owners, not shoppers. On Meta they are a small slice of the audience, and usually more expensive to reach.
• Leads, not likes. Grabmedia’s sales team needed real contact requests from businesses. Reach and engagement on their own were not the goal.
• No landing page. There was no page built for this offer, so the campaign had to work without one.

We ran the whole thing: strategy, four video ads, campaign setup, the lead form, targeting, and day-to-day running and optimisation. It is the same performance creative work we do for ecommerce brands, pointed at a B2B buyer.

1. 01 Picked Leads with Instant Forms The form opens inside Facebook or Instagram, so a buyer can send a request in a few taps without leaving the app. It needs no landing page, and the contacts go straight to the client. All four ads used the “Get quote” button, which opens the form.
2. 02 Made 4 videos, one per sales angle Sports clubs, time in store, “can’t be switched off”, and IKI in numbers. Four is enough angles for Meta to find a winner, and few enough that a budget of about €31 a day is not split too thin to learn from.
3. 03 Started narrow, then let Meta widen the audience Lithuania, ages 25–65. Starting interests in marketing and advertising, plus Facebook Page admins. Meta’s Advantage+ audience expansion was on, so Meta could go beyond those interests when it found people likely to fill in the form.
4. 04 Used automatic placements One campaign across Facebook and Instagram, with Meta choosing where each impression ran.
5. 05 Let Meta move the budget to the best video The budget sat at campaign level, so Meta could shift spend toward the video that brought leads. By the end it had put €675.57 of the €937.67 behind “Sports clubs”.

Meta Ads Manager, campaign lifetime, 7 September – 6 October 2026.

In plain words: €937.67 put the ads on screen 180,855 times, in front of 52,458 different accounts, about 3.45 times each. CPM is the price of 1,000 impressions: here €5.18. CTR is the share of impressions that got a click: here 0.97%. A ThruPlay is a video watched for 15 seconds or to the end: 7,620 of them, at €0.12 each. And 135 people opened the form and sent their details, at €6.95 per lead.

Six things we took from this campaign. Each one is tied to a number below. Where we explain why something happened, that is our read of the data, not a proven cause.

1. 01 One angle wins most of the leads “Sports clubs” brought 112 of 135 leads (83%) at €6.03 each, on 72% of the spend. Our read: a concrete, visual place — a screen in a gym, with “Your ad is seen by everyone who works out” — beat the more general claims about store count and reach.
2. 02 Creative wears out fast in a small market The same 4 videos ran for all 30 days, and average frequency reached 3.45. Cost per lead went from €4.29 in week 1 to €10.13 in week 4, up 136%. CTR fell from 1.40% to 0.84%. Week 1 alone brought 52 leads, 39% of the total. Our rule now: refresh creative about every 2 weeks. That refresh cycle is built into our Performance Creative service.
3. 03 25–44 is the buyer 121 of 135 leads (90%) came from people aged 25–44, at €6.24 (25–34) and €6.73 (35–44) per lead. At 45–54, cost per lead rose to €10.89. The 55–64 and 65+ groups brought 1 and 2 leads, too few to draw any conclusion.
4. 04 Instagram was cheaper per lead than Facebook €6.47 on Instagram against €7.30 on Facebook, even though Meta gave Instagram less of the budget (€375.39 against €562.28).
5. 05 Women converted cheaper than men 75 leads from women at €6.38 each, 59 from men at €7.62 (134 of the 135 leads have a gender in Meta’s data). This is an observation from one campaign, not a rule.
6. 06 Instant Forms let a first-time advertiser start without a landing page Grabmedia had no page built for this offer. With the form inside Facebook and Instagram, the campaign could launch without one and still bring 135 leads.

Cost per lead, week by week

Who filled in the form

The agreed month ended on 6 October 2026. Grabmedia’s sales team is now checking lead quality before deciding the next step. That is normal for a first Meta campaign: the form tells you who asked, and only the sales calls tell you who buys.

We don’t report sales or revenue from these leads, because we don’t have that data yet. We will update this page when we do.

Last updated 15 October 2026. Lead quality and sales results: not yet reported by the client.

“Sports clubs”, by a wide margin. Four videos ran side by side for the whole month, all in Lithuanian, all from the Instagram account @1grabmedia, all with a “Get quote” button.

“IKI in numbers” had the highest CTR but only €9.43 of spend and 1,897 impressions. Meta gave it very little delivery, so that CTR rests on very little data.

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  Sports clubs

  112 leads · €6.03 per lead

  A Grabmedia screen in a gym. On screen: “Your ad is seen by everyone who works out.” Caption: advertising in sports clubs across Lithuania.

• 

  Time in store

  15 leads · €11.86 per lead

  An IKI store screen seen from the parking lot. On screen: “Ad space in IKI stores.” Caption opens with: “How much time do we spend in a store every day? More than it seems.”

• 

  Can’t be switched off

  8 leads · €9.34 per lead

  An in-store screen. On screen: “140 stores across Lithuania.” Caption: “Advertising that can’t be switched off. On IKI screens across Lithuania.”

• 

  IKI in numbers

  0 leads · €9.43 spend

  An in-store screen. On screen: “Your ad in every store.” Caption: “IKI screens across Lithuania. The numbers speak for themselves.”

Every number on this page comes from one source. We publish the method so the figures can be judged on it.

Source

Meta Ads Manager, ad account “Grabmedia”. Campaign GM_Leads_IKI-Sportas_LT_2026-09, lifetime data, 7 September – 6 October 2026, retrieved 15 October 2026.

Leads

Meta Instant Form submissions, as reported by Meta. One lead is one completed form.

Platform data

All figures are platform-reported. Meta’s numbers can differ slightly from a CRM. Breakdowns by age, gender and platform are Meta’s own; gender is known for 134 of the 135 leads.

Not included

No sales or revenue data. We don’t have it yet, so we don’t report it.