Case Study Overview
Beyond Search: How Cost-Effective YouTube Ads Delivered Massive B2B Awareness for DeIorio's
Site-Seeker and DeIorio’s Frozen Dough Products have a long-standing partnership, successfully utilizing Google Search ads to drive clicks and conversions to the manufacturer’s website. DeIorio’s primary audience consists of B2B dough buyers at grocery stores and convenience stores, a segment effectively reached through targeted search campaigns.
- Food & Beverage
- Digital Advertising
The Challenge
Expanding Brand Messaging and Boosting Top-of-Funnel Visibility
While their established Google Search campaigns were highly effective for capturing intent and generating traffic, DeIorio’s sought to introduce new messaging. They wanted to emphasize their dough’s diverse applications and showcase the variety of frozen dough they offer. This new focus required a digital advertising strategy that could generate broader visibility and build awareness at the top of the marketing funnel – something search campaigns, despite their strengths, are not always optimally designed to achieve.
The Big Idea
Visual Storytelling on a Budget – Leveraging YouTube for High-Impact B2B Awareness
Site-Seeker proposed a strategic expansion into YouTube advertising. The idea was that YouTube’s visual nature and extensive reach, even when navigated with a modest budget, could effectively convey DeIorio’s new messaging and significantly boost brand awareness among their target B2B audience. This approach would complement their existing search efforts by engaging potential customers earlier in their journey.
The Results
Rapid, Affordable, and High-Impact B2B Awareness
The YouTube Ads campaign delivered remarkable results within a short timeframe and on a tight budget:
Explosive Impression Growth
In just 3 weeks, the YouTube campaign generated nearly 28,000 impressions. This single YouTube campaign delivered more impressions than DeIorio’s five Google Search campaigns combined over the same period, showcasing its power for rapid visibility.
High Audience Engagement
The ad achieved an impressive 55% interaction rate, meaning 55% of those who saw the ad chose to watch it, indicating strong relevance and engaging creative.
Exceptional Cost-Efficiency (CPM)
The campaign achieved an outstanding Cost Per Mille (CPM) of just $7.66. This was significantly more cost-effective than their Search campaigns, which typically saw CPMs ranging from $30 to $110, making YouTube a clear winner for affordable, broad-reach impressions.
Lead Generation Potential
Even with a primary goal of awareness, the campaign drove 15 total clicks to the Contact Us page from the limited $215 budget, opening doors for potential sales opportunities.
28,000 Impressions in Just 3 Weeks Using Youtube Ads
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
Reaching B2B Buyers in a Visual World
Our decision to incorporate YouTube Ads was driven by several key insights:
Insight 1
To effectively introduce new product attributes and applications, a visual medium is often more impactful than text-alone search ads. DeIorio’s dough products and their versatility are inherently visual.
Insight 2
While search excels at capturing existing demand, building new awareness and educating the market about expanded offerings requires a platform geared towards broader reach and engagement.
Insight 3
YouTube, with its massive user base and sophisticated targeting options, can be a surprisingly effective and affordable channel for B2B marketing, provided the strategy is sound and resources are used creatively.
Insight 4
Significant marketing impact doesn’t always require a large production budget. Resourceful use of available tools can yield impressive results.
Based on these insights, Site-Seeker’s strategy was to:
- Select YouTube for Awareness: Position YouTube Ads as the primary channel for this top-of-funnel awareness campaign, focusing on visibility and message penetration.
- Develop Cost-Effective Creative: Utilize readily available tools to produce a concise and engaging video ad highlighting DeIorio’s new messaging and product variety without requiring a large production expenditure.
- Implement Precise B2B Targeting: Leverage YouTube’s targeting capabilities to reach the specific audience of dough buyers in grocery and convenience stores.
- Maximize Impact on a Limited Budget: Carefully manage campaign spend to demonstrate high efficiency and significant reach.
Execution
A Meticulous Overhaul for Lead Quality Assurance
Site-Seeker put this strategy into action with a focus on efficiency and impact:
Strategic Platform Choice
Recognizing the goal was awareness-building and the product’s visual appeal, YouTube Ads was chosen as the ideal platform.
Resourceful Ad Creation
Operating on a “shoestring budget,” we creatively utilized YouTube’s built-in production studio. This allowed us to develop a short, compelling 15-second video ad that effectively showcased DeIorio’s products and emphasized their new messaging about diverse applications and crust variety.
Targeted B2B Campaign Setup
The campaign was meticulously configured with B2B targeting parameters to ensure the ads were primarily shown to DeIorio’s desired audience of dough buyers.
Efficient Budget Allocation
The campaign was launched with a modest budget of $215 to demonstrate the viability and cost-effectiveness of the approach.
This campaign successfully demonstrated that with strategic platform selection, resourceful creative development, and precise targeting, YouTube Ads can be an incredibly powerful and cost-effective tool for B2B companies like DeIorio’s to build brand awareness, introduce new messaging, and reach their target audience at scale.
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