Results at a glance

• 2.7M+ relevant B2B users reached

• 119% higher CTR within Adform vs other targeting approaches

• 56% lower eCPC

• Lower CPM and improved frequency distribution

• ~5 seconds of effective attention per impression for high-impact formats

About S360

S360 is a European digital marketing partner that helps brands and retailers run smarter campaigns across multiple markets. Its work combines media, data, and technology to drive measurable performance and commercial growth.

With more than 330 specialists across eight countries, S360 supports clients running campaigns that depend on accurate targeting and consistent delivery—reaching the right audiences at scale while maintaining performance and efficiency.

The challenge

S360 needed to scale reach within specialized manufacturing segments across Germany, Poland, and Austria.

The goal was clear: build awareness for the client’s product portfolio among key decision-makers in Small and Medium-sized Businesses (SMBs) with up to 250 employees.

However, limited inventory and low cookie-match rates made it difficult to reach these audiences effectively. These constraints also restricted access to high-impact formats in premium environments.

As a result, the campaign faced two core issues:

• Limited reach paired with high frequency across a small audience pool

• Reduced attention, limiting overall brand impact

The solution

To overcome these limitations, 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’s dynamic IP targeting enabled S360 to identify and reach high-fit B2B companies that were previously inaccessible through cookie-based methods. With support from the Leadfeeder team, audiences were refined to align closely with the campaign’s strategic goals.

S360 activated these audiences through Adform's Audience Marketplace within a single buying workflow, scaling delivery consistently across all three markets while maintaining control over quality, frequency, and performance visibility.

This approach delivered three key advantages:

• Stronger execution: High-impact formats could be used more effectively, maximizing attention

• Actionable insights: Clear visibility into top-performing audience segments enabled continuous optimization

• Scalable delivery: Reliable activation across Germany, Poland, and Austria ensured consistent performance in each market

“The integration between Leadfeeder and Adform created a seamless workflow that allowed us to overcome reach limitations in niche B2B segments and scale our strategy across multiple markets.” Malthe Overgaard, Senior Specialist, S360

The results

Activating Leadfeeder audiences through Adform's Audience Marketplace significantly improved both scale and efficiency for S360.

Expanded reach and optimized frequency: Leadfeeder audiences unlocked access to more than 2.7 million relevant users. With a broader audience pool, impressions were distributed more effectively—reducing overexposure and improving campaign reach.

Higher engagement: A stronger audience fit led to a 119% increase in CTR compared to other targeting approaches.

Greater cost efficiency: More precise targeting reduced wasted impressions, resulting in a 56% lower eCPC and a lower average CPM.

Improved attention: Access to high-impact formats drove approximately 5 seconds of effective attention per impression (based on Adnami data)—a key metric for brand awareness.

Testimonial

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.

Key takeaways

S360 needed to reach niche B2B audiences across multiple markets, but cookie-based targeting limited scale, reach, and access to high-impact formats.

By combining Leadfeeder's dynamic IP targeting with Adform's Audience Marketplace, S360 unlocked new segments, improved delivery, and scaled its campaign effectively.

The result was broader reach, stronger engagement, improved attention, and lower costs—demonstrating that precise, company-level targeting is key to scaling B2B awareness campaigns.

With Leadfeeder, S360 was able to:

• Reach over 2.7 million high-fit B2B users across Germany, Poland, and Austria

• Increase engagement with a 119% higher CTR compared to other targeting approaches

• Reduce acquisition costs with 56% lower eCPC and a lower average CPM

• Improve frequency distribution by expanding beyond a limited audience pool

• Enable high-impact formats, achieving ~5 seconds of effective attention per impression

• Activate and optimize campaigns more effectively through Adform's Audience Marketplace, with full visibility across formats and markets