+30% Leads: The Meta Ads Strategy Behind BATIT PROTECT’s Growth

Goals

When I took over the management of BATIT PROTECT’s campaigns in March 2025, the company relied almost exclusively on Google Ads to generate quote requests. As competition intensified, they saw their lead volume decrease while acquisition costs continued to rise.

Therefore, we decided to introduce new acquisition channels to reduce their dependence on Google Ads, diversify traffic sources, and lower the average cost per quote request. Another key objective was to better control lead volume throughout the year in order to manage seasonal fluctuations effectively.

Actions

To diversify traffic sources, we launched new acquisition channels, including Microsoft Ads and Meta Ads. This case study focuses specifically on the Meta strategy, which proved to be the most impactful.

1. Regional campaign structure

We configured the Meta campaign using the same logic as the other channels: a region-based segmentation with bidding adjusted to the average customer value in each area, ensuring a consistent and profitable cost per quote request.

2. First-party data–driven targeting

Tests showed that interest-based audiences were not relevant for BATIT PROTECT. We therefore focused the strategy on:

• remarketing audiences,
• lookalikes built from existing customers and qualified leads,
• the activation of Advantage+ Audience to expand delivery beyond core audiences and capture new market opportunities.

3. Continuous creative optimisation

To maximise performance, we built a library of diverse formats: static visuals, short videos, and longer formats highlighting BATIT PROTECT’s solutions.
Ads are updated regularly to replace lower-performing creatives and maintain a high level of engagement.

4. Budget adjustments based on seasonality

Budgets are adjusted according to:

• market seasonality (humidity peaks, quieter summer periods, etc.),
• the operational capacity of BATIT PROTECT (ability to handle incoming quote requests).

This flexible approach ensures efficient and controlled delivery throughout the year.

Résults

The first Meta campaigns were launched at the end of May on Facebook and Instagram. The analysis of performance between June and October shows a direct and significant impact on the number of quote requests generated for BATIT PROTECT.

1. Meta becomes the second-largest source of quote requests and lowers acquisition costs

Within just a few months, Meta positioned itself as the second most important acquisition channel, just behind Google Ads. Introducing Meta into the acquisition strategy helped reduce dependence on Search campaigns, improve budget distribution, and ultimately lower the average cost per quote request.

Meta is now an essential pillar in generating qualified leads for BATIT PROTECT.

2. Growth in traffic and quote requests

According to Google Analytics, between June and Decembre, Meta campaigns drove:

• +16% additional website traffic,
• +34% more quote requests,

directly attributed to Facebook and Instagram campaigns.

These figures do not include the indirect traffic generated by the campaigns.

3. An exceptional conversion rate

Unexpectedly, traffic coming from Meta delivered the highest conversion rate among all acquisition channels, surpassing even Search — traditionally the strongest “closer.”

This is a strong indicator of the high quality of traffic generated by Meta Ads.

4. A positive impact on brand awareness

Beyond pure conversion, we also observed an increase in traffic on Brand campaigns. Meta not only generates leads, but also contributes to strengthening BATIT PROTECT’s brand awareness and stimulating branded search demand.

Next steps

The results achieved on Meta confirm the strong potential of the channel. Since optimisation is an ongoing process, the next few months will focus on further improving performance by developing new creatives, testing additional formats, and diversifying content types (educational videos, demonstrations, testimonials, more immersive formats, etc.).

In parallel, we will leverage the existing organic content, which has strong potential but currently lacks visibility. Our goal is to promote this content to website visitors as well as to similar audiences, increasing its reach and turning it into an additional prospecting lever.

By amplifying this content to warm and semi-warm audiences, we aim to strengthen engagement, reinforce brand presence in the minds of prospects, and continue supporting the steady growth of quote requests.

About BATIT PROTECT

BATIT PROTECT is Belgium’s #1 specialist in humidity treatment, focusing on rising damp, condensation issues, salpeter, mould problems, and damp basements. The company supports both homeowners and professionals through precise diagnostics, certified methods, and long-lasting interventions. Backed by a team of experts and a well-established reputation, BATIT PROTECT delivers reliable solutions that ensure a healthier, more comfortable, and protected environment over the long term.