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Paid Media Case for Simbiose an Agribusiness B2B Company
How we increased Simbiose’s efficiency 3x through audience and conversion funnel adjustments
More qualified leads, more sales conversations, and less wasted budget with a full-funnel strategy in agribusiness.
Simbiose's Context
High exposure, but with little commercial return
The challenge of turning visibility into sales
Problem: In 2023, Simbiose had a high level of investment in paid media, but a low conversion rate into actual opportunities.
Challenge: To reach the right audience within the agribusiness sector and better qualify leads for the sales team.
Main Challenges
Understanding the real bottlenecks:
Why volume did not translate into results, and where the budget was being wasted.
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Wide range of dispersion: young people and the elderly outside the ICP
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Superficial conversions and limited commercial utilization
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Lack of behavioral segmentation and a structured funnel
The recall metric was low, and the commercial was generating a lot of unqualified leads.
Strategy Adopted
From media to business: a full-funnel approach
Based on insights from the first half of the year, it became clear that Simbiose needed a more refined approach, centered on audience quality and actual conversion into business opportunities.
The challenge was twofold: reversing the campaigns’ low efficiency while simultaneously ensuring greater brand recall among the ideal audience.
The strategy was designed to correct targeting errors, better align creative assets with the decision-maker’s journey, and implement constant testing focused on continuous improvement.
Audience Refinement
Focus on professionals aged 25–55 in the agricultural sector, excluding profiles with no influence on decision-making.
Tactical Investment Allocation
Progressive adjustment of reach, traffic, and conversion campaigns, with a focus on efficiency and remarketing.
Media + Conversion Integration
Optimized landing pages, pain-point-focused creatives, and collaboration with the sales team.
Monthly Tests with Real KPIs
A/B testing across ad copy, audience, and format.
Each adjustment was aimed at increasing the conversion rate and reducing the CPL.
Results Achieved
When the data shows a turnaround
+76% Increase in Leads
76% increase in the conversion of website visitors into leads from 2023 to 2024.
+47% Increase in Conversations Started
A 47% increase in the generation of conversations initiated by website visitors, from 27.8% to 41%.
+151% Increase in Brand Recall Rate
151% increase in the ad brand recall rate, from 5.71% to 14.37%.
-11% no Custo por Lead Gerado
-11% in Cost per Generated Lead
What We Learned
4 lessons we take with us to other projects
Principles applicable to any B2B company seeking predictability with intelligence.
Segmentation is performance
We have learned that reaching a large number of irrelevant people merely inflates the figures without delivering any real value.
Focusing on the right ICP (Ideal Customer Profile) radically increases the efficiency of invested capital and improves the quality of leads.
Conversion is different from a lead
Lead generation must be connected to commercial conversion.
We measure success not just by the volume of leads, but by the number that turn into actual conversations and generate a qualified pipeline.
Branding is performance
The brand that stays in one’s memory is the one that will be recalled at the moment of making a decision.
Branding and performance go hand in hand: campaigns with higher recall achieved better click-through and conversion rates.
CPL is tactical
We don’t simply look for the cheapest lead, but rather the most profitable one.
We reduce the cost per lead while maintaining (and increasing) the conversion rate.
A low CPL is only good when it comes with quality.
Next Steps
Do you want to scale your B2B sales with predictability?
Start with a free diagnostic and uncover the bottlenecks in your current funnel.