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Paid Media Case for Bioma an Agribusiness B2B Company
How we optimized segmentation and increased Bioma’s conversion rate by 129% in the digital agricultural sector
By combining Google Ads, Meta Ads, and regional intelligence, Bioma transformed irrelevant reach into qualified conversations.
Bioma’s Context
The challenge of scaling intelligently
Main Challenges
Understanding the real bottlenecks
Unqualified audience, organic decline, and disconnected communication
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Young and old audiences consuming funds
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Sharp drop in Google organic traffic
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Actual conversions below expectations
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Misalignment between campaigns, website, and sales
“We discovered that we were investing heavily to reach people who would never have decision-making power. We needed to refine our focus.”
The Strategy Adopted
Surgical segmentation and regional campaigns
How we eliminated waste and increased qualified contacts without increasing the budget
With the diagnosis in hand, we realized it was necessary not only to change how campaigns were segmented, but also to revise the logic behind budget allocation, messaging, and the regionalization of efforts.
The challenge was to optimize performance without increasing investment—focusing on impact rather than volume.
Decision-making was guided by data on behavior, demographics, and seasonality, as well as insights gained from products and regions with the highest conversion rates.
New audience profile
Focus on agribusiness decision-makers aged 25–55 in strategic states.
Product-segmented campaigns
Campaigns and creatives segmented by products, pain points, and specific audiences.
Budget redistribution
In the second half of the year, 85% of the budget was allocated to Meta Ads, prioritizing top- and middle-of-funnel campaigns with active remarketing.
Aligning creatives with ICP pain points
More targeted ad creatives, segmented by region and with an approach tailored to the rural producer’s context.
Results Achieved
When targeting the right segment is worth more than investing more.
More qualified leads, less wasted effort, and greater commercial impact
+129% Increase in Qualified Leads
129% increase in the conversion of website visitors into leads from 2023 to 2024.
+14% Increase in ICP Reach
14% increase in reach among a qualified audience that fits the ICP (Ideal Customer Profile).
66% Drop in the Wrong Audience
66% decrease in the “wrong” audience (outside the ICP)—both in terms of total audience and reach.
What We Learned
4 lessons we take to other projects
Replicable strategies for those who want to scale without wasting money.
Behavioral segmentation matters
Allocating budget toward those who do not make the decisions is a guaranteed loss.
Eliminating unqualified audiences has drastically increased conversion.
Regionalization increases relevance
Adapting campaigns to the geographical and seasonal context of the agricultural sector has yielded superior engagement results.
Conversion matters more than volume
The most valuable KPIs are those that measure actual conversations with the sales team, rather than just leads generated.
Organic problems require a rapid response
A drop in traffic from Google is a warning sign that must be prioritized within your optimization plan.
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.