Bank of Lamps is a B2B electrical and lighting wholesale platform built for professional buyers across Europe. The platform offers a wide range of electrical materials, lighting products, and components from trusted EU brands, with tailored B2B pricing, flexible delivery terms, and account-based support.
Before working with MATCH Agency, Bank of Lamps had already tested paid advertising with another agency, but the results were poor: a lot of budget was spent, while lead quality stayed low and the cost per lead became unsustainably high. The challenge was not just to “launch ads,” but to build a paid acquisition system that could work for a non-standard B2B wholesale model, where users do not see real prices before registration.
Challenge
Bank of Lamps operates in a difficult category for PPC. Unlike standard e-commerce stores, it is a wholesale platform with B2B pricing logic, registration-based access, and a more complex decision-making process.
The team faced several key challenges:
A non-standard B2B conversion path
Users did not buy immediately. First, they had to understand the platform, trust the company, and register to access real prices and full terms. This created more friction than in a regular online store.
Previous ad budget had been wasted
Before MATCH stepped in, previous campaigns had delivered only a few leads at a very high cost — around €500 per lead in some cases — with little real business value.
Retail traffic was polluting performance
A big part of the challenge was attracting the right type of traffic. For a B2B wholesaler, broad and retail-heavy traffic quickly burns budget without producing qualified leads.
Low trust in cold B2B traffic
Many potential customers had the same doubts:
- Is this a real wholesaler or just another reseller?
- Is there real stock or only a catalog?
- Will delivery and payment terms be transparent?
- Is registration worth the effort?
Need for a system, not isolated campaigns
Bank of Lamps needed more than ad launches. They needed a structured PPC funnel that would combine demand capture, trust-building, and remarketing across channels.
Solution
MATCH Agency built a paid acquisition system for Bank of Lamps across Meta Ads and Google Ads, with a clear B2B focus. The goal was simple: bring in the right audience, explain the value of the platform, remove doubts, and convert interest into registrations and qualified leads.
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Meta Ads for B2B lead generation and trust-building.
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Google Ads for high-intent B2B demand.
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Funnel logic: from interest to registration.
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Remarketing built around hesitation points.
Meta Ads for B2B lead generation and trust-building
Meta is often underestimated in B2B wholesale. In this case, it became a key channel for scaling registrations and leads. To make Meta work for a complex B2B platform, we focused on two things: audience quality and creative trust signals.
Audience strategy
We built campaigns around highly relevant professional audiences and warm data sources, helping Meta optimize toward users more likely to register and convert.
Creative strategy
The creative direction was built around the real strengths of Bank of Lamps:
- real warehouse and real stock,
- scale of the business,
- strong wholesale positioning,
- fast delivery,
- clear B2B value,
- transparent payment and logistics.
Instead of generic product ads, we used creatives that showed the company as a real, large-scale wholesaler with physical stock, real operations, and serious market presence. This was essential for reducing skepticism and increasing trust.
Messaging built around real B2B pain points
We created multiple creative angles and tested messages around:
- stock availability,
- transparent delivery,
- B2B pricing after registration,
- post-payment options,
- trusted brands,
- warehouse scale,
- easy quote request process.
This helped us turn a difficult B2B action — registration on a wholesale platform — into a much more understandable and attractive next step.
Google Ads for high-intent B2B demand
On Google Ads, the strategy was built around high-intent B2B search demand. Instead of going broad, we rebuilt the account structure around commercial and wholesale-oriented search queries. The focus was on users actively looking for electrical products, components, and suppliers in a B2B context.
The work included:
- semantic research focused on B2B intent,
- campaign structure across multiple European markets,
- filtering out low-quality retail traffic,
- improving targeting quality,
- building a more relevant conversion path for professional buyers.
This was especially important because standard search traffic in this niche is often mixed with retail demand. For a wholesale platform like Bank of Lamps, that creates unnecessary competition and wasted spend. Our approach was designed to reduce that mismatch and attract more qualified traffic.
Funnel logic: from interest to registration
The PPC strategy was not built around instant purchases. It was built around the actual logic of the business.
The funnel looked like this:
- Google Ads captured high-intent product and supplier demand,
- Meta Ads built trust, explained the model, and generated registrations,
- Remarketing brought users back with specific messages based on their objections,
- the website and landing experience reinforced stock, scale, and transparency.
This made the funnel much more realistic for B2B wholesale, where the first conversion is often not a sale, but a serious business lead or account registration.
Remarketing built around hesitation points
A separate remarketing layer was built to address the most common reasons why users dropped off:
- “I do not understand how this works,”
- “I cannot see the real prices,”
- “Maybe they do not have stock,”
- “This might be risky,”
- “I will come back later.”
The remarketing creatives were structured in waves and focused on:
- simplifying the platform logic,
- reinforcing trust,
- showing product availability,
- highlighting flexible terms,
- reminding users of the value hidden behind registration.
Results
The new PPC system turned paid traffic into a scalable source of qualified B2B leads.
Performance improvement
337
qualified B2B leads generated from Meta campaigns
€10.39
average cost per lead
21,000+
accounts reached through remarketing campaigns
€500 → €10
cost per lead reduced compared to previous agency
45x
decrease in cost per lead
What changed beyond the numbers
The results were not only about cheaper leads. The project also helped Bank of Lamps:
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create a more scalable paid acquisition system,
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improve trust through better creative strategy,
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align paid traffic with the actual B2B business model,
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use Meta as a real B2B lead generation channel,
TikTok: organic view growth.
Video examples that reached thousands of views without paid promotion.
TikTok: reaching the intended audience.
A video example that directly targeted young people – exactly as set in campaign goals.
Positive viewer feedback.
Comment examples reflecting strong audience interest and engagement.
Why this case matters
This project is a strong example of what happens when paid advertising is built around real B2B behavior, not consumer logic.
Bank of Lamps does not sell a simple impulse product. It sells access to a professional wholesale ecosystem with account-based pricing, stock logic, and business terms. That requires a completely different PPC approach.
By combining platform positioning, trust-focused creatives, better audience logic, and a more realistic conversion funnel, MATCH Agency turned paid media into a working B2B growth engine.
Clients say
CLIENT STORY
“Bank of Lamps” is an ongoing client we’ve already worked with on successful B2B projects. This time, we proposed testing several PPC-driven hypotheses. Despite a previous negative experience with another agency, the client agreed — and didn’t regret it.
It has been a great experience working with the MATCH team. They have a very good PPC team that is clearly experienced and professional. We appreciate their work, communication, and support so far. We hope this is only the beginning and that we can achieve even better results together in the future.
Aleksandrs KuharjonoksChief Marketing Officer at Bank of Lamps
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Contact MATCH Agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
Let’s talk about your project
Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
