FlexiBake sells ERP software to commercial bakeries: a narrow, considered, B2B purchase that most people would say does not belong on Meta. Here is what a disciplined creative testing system did to their cost per lead.
Bakery management software is about as niche as B2B gets. The buyer is a commercial bakery owner or operations lead, the purchase is considered, and the sales cycle runs through demos and evaluations. Meta looks like the wrong channel for that on paper: broad audiences, impulse-friendly formats, no firmographic targeting worth trusting.
The account reflected the standard playbook for this situation: a handful of campaigns, a small set of creatives that had been running for months, and optimization pointed at raw form-fills. Results had plateaued. Cost per lead was drifting up, and the pipeline math was getting uncomfortable.
The rebuild had two parts. First, a campaign restructure: consolidated spend so the algorithm had enough signal per ad set to actually learn, clean test cells for new creative, and exclusions so campaigns stopped bidding against each other.
Second, and more important: a high-volume, varied creative testing strategy. Instead of two or three safe corporate creatives, batches of genuinely different concepts went live every cycle: different angles, different hooks, different formats, each one built around a real pain a bakery operator recognizes. Winners were identified systematically, iterated into families of variants, and scaled. Losers were killed fast on agreed spend thresholds.
Cost per lead dropped 74%. Lead volume grew 289%, nearly triple the original baseline, at that lower cost. Same product, same audience pool, same platform. The difference was creative variety the algorithm could work with and a structure that let winners emerge and scale.
The pattern is the takeaway: niche B2B works on Meta when the creative does the targeting. An ad that speaks specifically enough to a bakery operator qualifies the click before the form ever loads. That is cheaper than any audience filter Meta ever sold.
Thirty minutes. Share read access on your ad account ahead of the call and we’ll walk through exactly what we’d do in your first 30 days. You keep the recording either way.