Prosol

The challenge

Prosol, an industrial company with both B2C (residential) and B2B (industrial) operations, faced a fundamental problem with its digital advertising: ads were running broadly without clearly distinguishing between residential and industrial customers.

This lack of differentiation hampered interest and sales closures, as the messaging failed to resonate effectively with either segment.

Goal

• Client: Increase the number of qualified monthly leads for the sales team
• Agency: Reduce cost per result below $3 and increase lead volume

The strategy

We implemented a deep segmentation strategy built on three pillars:

1. Industrial Geographic Segmentation (B2B)

For the industrial segment, we didn't use generic interests. We manually mapped and selected the exact locations of industrial zones and business parks in Guayaquil. This ensured the budget was spent only where the target factories and companies are located.

2. Campaign structure breakdown

Ad sets were separated into "Residential" vs. "Industrial." This allowed independent bid control, since capturing a homeowner costs very differently from capturing an operations manager.

3. Audience-specific creative optimization

• B2C (Residential): We validated that real photography of installed equipment generates more trust and better performance than vector-based designs
• B2B (Industrial): Technical messages focused on operational continuity and power capacity

Results

Month-by-month evolution

Closing metrics

Conclusion

The Prosol case demonstrates the power of precise segmentation. Rather than increasing budget, the key was understanding that a B2B industrial business requires a completely different strategy from one targeting the end consumer. Manual geographic segmentation and audience-specific creative differentiation allowed us to triple volume while keeping costs controlled.