Case Study: Metia achieves 2x lead-gen ROI with Brandwatch Audiences

How Metia Group doubled lead-gen ROI using Brandwatch Audiences, targeting the right people, in the right place, at the right time

Metia Group, a global marketing agency with offices in London, Seattle, Austin and Singapore, was tasked with running a highly targeted, multi-channel lead-generation campaign for a technology client while proving strong, measurable ROI and avoiding wasted ad spend. The challenge was to find the right decision-makers in niche B2B audiences and demonstrate that the chosen targeting strategy delivered superior performance.

Using Brandwatch Audiences to build refined Twitter segments and running A/B tests against a control targeting approach, Metia focused ads on the most relevant people and fed leads into a tailored nurture program. The campaign drove a 22% higher click-through rate, 59% higher landing rate, and 144% higher conversion rate, produced leads at 33% lower CPA, and delivered 1.5x more leads per dollar spent.

Metia

Pete Morgan

Vice President Demand