SMB Solutions
The Challenge & Strategy
SMB Solutions provides ERP software to business owners in Kuwait. The company was running Google Ads in a high-cost-per-click category, but its limited budget struggled to compete, delivering little return for the spend.
Instead of continuing to compete in an expensive search market, we changed the channel strategy entirely. We paused Google Ads and moved the full advertising budget to Meta.
Rather than promoting the software with a generic product pitch, we built the campaign around a founder-led video addressing one specific operational problem faced by potential buyers. This made the message more relevant to business owners and connected the solution to a real business need.
We also replaced the traditional lead form with a WhatsApp call to action. A scripted opening message helped turn incoming enquiries into structured conversations, better suited to a considered B2B purchase.
The result: Sustained cost of $5–$10 per conversation, with the account continuing to run and advertising spend increasing over time.
Interesting Facts In Development
This campaign demonstrated that a business doesn't always need a bigger budget to compete. Sometimes, it needs a channel where its budget can work more effectively.
For a B2B software provider with a consultative sales cycle, the objective wasn't simply to generate leads. It was to start relevant conversations with potential buyers and give the sales process a stronger starting point.
- Shifted Budget from Google to Meta Ads
- Founder-Led Video Creative
- Problem-Focused Messaging
- WhatsApp-Based Enquiry Funnel
- Qualified Conversations
- Scripted WhatsApp Messages
Campaign Process
01
Assess the Existing Channel
02
Reallocate the Budget
03
Build Problem-Focused Creative
04
Turn Clicks into Conversations
Frequently Asked Questions
What type of business is SMB Solutions?
SMB Solutions is a B2B ERP software provider targeting business owners in Kuwait.
Which advertising platform did we use?
Meta Ads across Facebook and Instagram, after pausing Google Ads.
What was the main challenge?
Google Ads was operating in a high-CPC category where the available budget struggled to compete effectively.
What changes did we make to the campaign?
We shifted the budget to Meta, introduced founder-led video focused on a specific operational problem, and directed enquiries to WhatsApp instead of a lead form.
What results did the campaign achieve?
The campaign sustained a cost of $5–$10 per conversation. The account continued running, with advertising spend increasing over time.
