B2B lead generation with Meta ads: Celtic Dynamics
34 verified energy audits. 30+ new clients.
At eContent, we run Meta lead generation campaigns for Celtic Dynamics, an Irish energy audit provider. The goal: leads from businesses with the authority to commission an energy audit. So far, we've generated 174 leads, 34 verified energy audits and 30+ new B2B clients.
Before working with us, their ads brought in few enquiries at a high cost, and risked attracting homeowners instead of businesses.
Reach businesses, not households
Plenty of Irish businesses qualify for SEAI grants towards an energy audit. But energy-audit ads attract homeowners too, and homeowners weren't the customers Celtic Dynamics' sales team needed. The targeting and the wording had to speak only to businesses.
Four moves that made it work
Found the right channel
We tested LinkedIn, Meta and Google. Meta won for this niche, with Google as a useful extra.
Targeted businesses only
Targeting and wording filtered out homeowners, so the sales team only spoke to businesses.
Tested constantly
Continuous tests on wording, calls to action and targeting. Real people and faces beat abstract graphics.
Let sales steer
Weekly check-ins showed which audiences became customers, and we adjusted the campaigns to match.
Faces and real images beat graphics
“Working with eContent has helped us reach the right decision-makers and generate high-quality leads in Ireland, resulting in over 30 quality clients to date. We appreciated their transparency, data-driven approach, and weekly check-ins. We'd recommend them to B2B businesses looking to generate qualified leads across Meta.”
Jane HanberryMarketing Manager, Celtic Dynamics
What Celtic Dynamics got
A sales team talking to buyers.Homeowners filtered out, so calls go to businesses that can buy.
Leads that convert.Nearly 1 in 5 leads became a verified energy audit.
Full visibility.Weekly check-ins, the numbers on the table, and campaigns adjusted with their input.
Questions about B2B lead generation
Can Facebook and Instagram ads really generate B2B leads?
Yes. For Celtic Dynamics, a niche B2B energy audit provider, Meta was our best-performing channel, ahead of LinkedIn and Google. Ads showing real people and faces worked better than abstract graphics.
Does LinkedIn work for B2B lead generation in Ireland?
Not always. We tested LinkedIn for Celtic Dynamics and it didn't deliver for that niche. Meta did, with Google as a useful extra. We'd rather test and follow the results than assume the usual B2B channel is the right one.
How do you stop consumers and homeowners responding to B2B ads?
We aim the targeting and the wording only at businesses, and use weekly feedback from your sales team to keep refining who sees the ads. That's how we kept homeowners out of Celtic Dynamics' leads.
How much budget do I need for B2B lead generation?
It depends on your market, how niche your service is and how many leads your team can follow up. We'll give you a straight answer on a 20-minute call. Whatever we agree, we commit to 10+ qualified leads in your first 30 days, measured against criteria we agree with you before launch.
What counts as a qualified lead?
One that meets the criteria we agree with you before launch. For Celtic Dynamics, that meant businesses rather than homeowners, and nearly 1 in 5 leads became a verified energy audit.
Selling a B2B service in Ireland? Let's reach your decision-makers.
Book a 20-minute call. We'll look at who you sell to and what's holding your ads back. We commit to 10+ qualified leads in your first 30 days, measured against criteria we agree with you before launch.