Results
S360, a European digital marketing partner, successfully scaled B2B reach and engagement among small and medium-sized business decision-makers in manufacturing segments across three markets. By activating Leadfeeder’s company-level audiences via Adform’s Audience Marketplace, S360 expanded its addressable audience, unlocked access to high-impact formats, and maintained strong control over delivery quality and frequency. This approach resulted in improved engagement and cost efficiency, while ensuring consistent performance visibility across all three markets.
relevant B2B users reached
higher CTR vs other targeting approaches
lower eCPC
effective attention per impression
Why Adform:
S360 needed to activate narrow B2B audiences across three markets without losing control over delivery quality, efficiency, or attention. Adform’s Audience Marketplace enabled S360 to scale niche B2B audiences across markets while maintaining control over quality, frequency, and performance visibility. Everything within a single buying workflow, removing the need for cookie‑dependent or market‑specific workarounds.
This allowed S360 to manage delivery consistently across formats and markets, optimize performance with clear audience insights, and scale awareness while maintaining balanced frequency and strong attention outcomes.
Challenges:
S360 set out to build awareness for a product portfolio among small and medium-sized business decision-makers in specialized manufacturing segments across three markets. The key challenge was balancing scale and precision: reaching a highly defined B2B audience without over-relying on limited, cookie-based signals.
At the same time, restricted access to premium, high-impact inventory made it difficult to deliver formats that could capture meaningful attention. As a result, scaling reach risked concentrating frequency on a narrow audience pool, limiting both efficiency and overall campaign impact.
This created a clear tension between expanding reach, maintaining audience quality, and delivering impactful formats at scale.
Solution:
To balance scale and precision while unlocking access to high-impact formats, S360 combined Leadfeeder’s company‑level B2B data with Adform’s Audience Marketplace to activate audiences aligned to the campaign’s SMB manufacturing focus.
Leadfeeder identified accounts in the target verticals by firmographic criteria (industry, company size, and geography) and made them targetable in Adform via their verified IP ranges, anchoring the audiences to real businesses rather than broad, low-quality B2B proxies. S360 then activated these audiences consistently through Adform’s workflow across all three markets, using clear performance visibility to compare engagement and cost signals.
With broader eligible reach available, S360 was able to reintroduce high‑impact formats, and scale awareness efficiently while maintaining engagement quality and cost control across all three markets.
Malthe Overgaard
Senior Specialist, Programmatic, s360
“Working with Adform and Leadfeeder provided a strong technical foundation for the campaign strategy. The integration between the two platforms created a seamless workflow that helped S360 overcome previous reach limitations in niche B2B segments. Both teams demonstrated a strong understanding of agency needs and adapted quickly to evolving requirements. This collaboration played a key role in delivering strong attention and reach results across multiple markets.”