2,036 B2B leads
B2B on Meta isn't a heresy. It's a matter of mechanics. To increase visibility for its "Recording and Editing a Podcast" course, INA Campus devised a national contest to win two spots in a 5-day immersive training program. Within a deliberately short timeframe, the goal was to generate a high volume of qualified and reliable leads.
Our challenge
- Stand out quickly in a highly competitive training market.
- Capture a target audience genuinely interested in sound and podcasting professions.
- Optimize performance with a pure acquisition strategy driven by results.
- Ensure lead quality : not just collecting contacts, but ensuring they are commercially actionable.
Approach
A contest as an acquisition lever
A native Meta form connected to HubSpot, with SMS verification: this is what determines whether the generated leads have real value for the INA Campus sales teams.
A/B testing to decide, not just to decorate
Two parallel targeting strategies: manual by interest (training, podcast, audio creation) and Advantage+, to understand what qualifies the audience and focus the budget accordingly. A geographic adjustment for the Île-de-France region quickly refined lead relevance.
A multi-format creative strategy
Four images, one carousel, and two videos, tested across all placement formats. Creative diversity feeds the algorithm differently and reveals which formats convert for which audience.
An ecosystem, not an isolated campaign
INA Campus activated its own channels (organic posts, site pop-ins, landing page) while Merkutio drove paid performance with a consultative approach across all levers. The result: a 19% conversion rate, meaning one lead for every five clicks.
What this case reveals
Campaign performance is built upfront through strategic choices in mechanics, targeting, and creative, not through last-minute optimizations. Three weeks are enough when the strategy is designed to converge rather than to drag on.
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