507% click growth from a single audience split.
Streamly's organic reach had capped out. We identified two distinct buyer audiences inside what the team had been treating as one, then ran Meta against both. Reach nearly tripled; clicks went 5×.
+507%
clicks · audience-split Paid Social
+507%
Clicks
+345%
Click-through rate
+176%
Reach
Where it hurt
Streamly builds authority in professional content for finance, HR, marketing, and leadership. Organic was steady but capped. The team needed Meta to do real volume.
The existing Meta strategy treated the audience as one segment. In a category this varied, that meant the creative never spoke directly to anyone, and the platform's targeting drifted.
What we saw
Audiences in B2B education aren't one block. The buyer who's upskilling for their own career and the buyer who's procuring training for a team behave differently and respond to different signals. Treat them as one and you'll underperform on both.
What we did, and why
01 · Split the audience
Define two segments: individual upskill, organisational procurement. Each with its own creative tone, offer, and landing experience.
02 · Test creative formats
Run multi-format creative batches across both segments. Watch which formats earned engagement against each. Build a cadence for refreshing the winners.
03 · Optimise by segment
Tune bidding, audiences, and creative independently. The two segments compounded rather than competing for the same budget.
The numbers, in plain language
Reach lifted 176%. Click-through rate moved 345%. Clicks went 507%. Streamly's Meta channel moved from present to scaling.
The campaigns now sit alongside organic as one of the leading sources of qualified attention.
The Paid Social work.
For brands like yours
If your Paid Social plateaus on a single audience, the answer usually isn't more spend. It's more specificity. Split the audience until each one earns its own ad.
Book a 20-minute call.
Tell us which part of this looks like your business, and what's different.