"Meta ads don't work for B2B." I hear this all the time from business owners, and I get why they think that. But I'm here to show you exactly how wrong this assumption is, using real results from my work with Singa, a Karaoke B2B SaaS company that's changing the game in hospitality entertainment.

Who is Singa?

Singa helps bars, restaurants, and entertainment venues create amazing experiences with their modern karaoke software. Instead of old-school karaoke machines, they've built something better: a smart solution that lets venues run karaoke rooms, stage performances, or self-service setups. Their main product, Singa Business Box, makes it easy to manage everything - from scheduling sessions to creating playlists customers love.

They're not just another tech company - they're helping over 1,300 venues worldwide bring in more customers and create memorable nights out! Whether it's a private karaoke room where friends can sing their hearts out, a stage setup for public performances, or a simple browser-based system, Singa has built exactly what venues need to succeed!

The Challenge: Expanding Into New Markets Through Meta Ads

When Singa came to me in July 2024, they were ready to scale. They already had success with search ads, but they were missing an opportunity on the paid social side. Their ideal customers – decision-makers in the hospitality industry – were spending time on Meta platforms, scrolling through Instagram and Facebook, yet Singa wasn't effectively reaching them there.

Singa's goal was clear: expand into key English-speaking markets like the US, Canada, Australia, and UK. They needed a steady flow of qualified decision-makers who could bring Singa's karaoke solutions to new venues, all while keeping their cost per lead stable.

the challenging part was that hospitality industry has its own rhythm on social media. Entertainment venue owners and managers actively use Meta platforms to stay on top of trends and find new ways to attract customers. Converting these decision-makers through social media required a completely different approach than their successful search campaigns. That's where our strategy came in.

The Results: Numbers That Matter

In five months, our campaign didn't just improve Singa's Meta ads performance - it transformed it. We achieved three major wins:

First, we multiplied their leads by 6x. But not just any leads – these were mostly qualified decision-makers from venues that matched Singa's ideal customer profile.

Second, we cut their cost per lead by 60%. We managed this while keeping the ad spend stable, proving that better targeting and creative beat throwing more money at ads.

Third, we boosted engagement significantly, with an 80% increase in click-through rate. This showed we weren't just reaching more people – we were reaching the right people with the right message.

"Jouni's Quote"
Jouni, CMO @Singa

The Strategy: Three Phases of Growth

Phase 1. Finding The Right Message

We started by testing four different messages to catch venue owners' attention. The breakthrough came when we focused on transformation and revenue potential. Two messages stood out clearly above the rest: "Transform your venue with karaoke" and positioning karaoke as "the new money-maker for the hospitality industry." These messages worked because they spoke directly to what venue owners want: new ways to transform their spaces and drive revenue.

Phase 2. Making Ads That Convert

After nailing our message, we created three ad formats that really hit home with venue owners:

First, we ran news-style ads highlighting the Aalto University study that showed how karaoke drives business growth. The ad featured a dark, atmospheric venue photo with purple lighting, making it feel premium while sharing the compelling stat about 12.23% sales increase. This wasn't just another marketing claim - it was backed by real research.

Second, we created simple, modern ads focusing on Singa's ease of use - "Karaoke in 2024: All you need is an iPad." These ads showed the clean, user-friendly interface on an iPad, breaking down the misconception that karaoke systems are complex or outdated.

Third, we produced a Reel demonstrating how easy it is to manage multiple karaoke rooms with Singa. This practical demonstration resonated with venue owners because it showed, not told, how simple the system is to operate.

Each creative approach addressed a specific concern: proving ROI with hard data, showing the system's simplicity, and demonstrating practical management features. Combined with our transformation and revenue messaging, these ads turned scrollers into leads.

Phase 3: Smart Targeting

Our targeting strategy evolved through testing to focus precisely on decision-makers while actively filtering out non-ideal prospects.

We started by analyzing Singa's CRM data, identifying patterns among their best customers to create lookalike audiences in our target markets: US, Canada, Australia, and UK. But here's where it got interesting - we also identified who wasn't converting and created lookalike audiences of these non-ideal profiles to exclude them. This was a game-changer, as it actively prevented us from reaching audiences similar to those who historically weren't a good fit.

For interest targeting, we found success with a specific layered approach: combining "hospitality industry" with "business decision-making." This helped us reach people who weren't just working in hospitality but were actually in positions to make purchasing decisions for their venues.

The results showed in the lead quality. Instead of getting inquiries from people who were merely interested in karaoke, we were connecting with venue owners and managers who could actually implement and benefit from Singa's solution.

All lead campaigns directed traffic to targeted landing pages, where we could further qualify prospects based on their venue type, size, and role in the decision-making process.

The Process: Daily Growth Engine

Behind the scenes, our daily optimization work focused on three core areas that kept driving better results:

Fresh Creative, Better Results

Every month, we rotated new variations of our winning ads. When our "Transform your venue" message hit strong engagement rates, we created multiple versions showing different venue transformations. We kept the Aalto University study data prominent but tested different ways to present it. This constant refresh of proven concepts kept our ads from going stale while building on what worked.

Market-Specific Fine-Tuning

Each market had its own rhythm. US decision-makers engaged strongly with the revenue potential message, while UK venues responded better to transformation angles. We shifted budgets toward the best-performing approaches in each region while maintaining consistent CPLs.

Smart Audience Management

Our audience strategy never stood still. Dynamically we refreshed our lookalike audiences with new customer data and kept on refining our layered audience targeting. We kept refining our market-specific decision-maker targeting combinations and regularly updated our non-ICP exclusion lists. This meant our targeting got smarter over time, learning from both successes and misses.

The key was maintaining momentum without losing efficiency. When something worked - like our iPad simplicity message or study-backed ROI claims - we scaled it up fast. When something missed the mark, we cut it quickly and redirected spend to winners. This constant cycle of testing and optimization kept driving our numbers up while keeping costs down.

By staying focused on these three areas, we kept improving quality while scaling quantity - exactly what Singa needed for their market expansion.

The Key Takeaway: Meta Ads Can Transform B2B Growth

Think about it - business decision-makers don't just live on LinkedIn. They're scrolling through Facebook and Instagram too, often when they're more relaxed and open to new ideas. The trick isn't choosing between platforms - it's adapting your message for each one.

While LinkedIn might work better for formal business proposals, Meta platforms excel at showing the transformative potential of your B2B solution. In Singa's case, we proved this by turning casual social media scrolling into quality B2B leads. The numbers speak for themselves: 6x more leads at 60% lower costs.

You need to focus on the fact that your audience wears different hats on different platforms. On Meta, we didn't just talk business - we showed venue owners how they could transform their spaces and boost revenue with karaoke. We backed it up with solid data from the Aalto University study, but presented it in a way that felt native to social media.

This case study proves that B2B success on Meta isn't about luck - it's about having the right strategy. When you combine smart targeting, compelling creative, and continuous optimization, Meta can become a powerful channel for B2B lead generation.

Remember: your B2B customers are out there on Meta platforms. They might not be in "business mode" like they are on LinkedIn, but with the right message and approach, you can turn their social media time into business opportunities.