While managing paid social for Keap (formerly Infusionsoft) Facebook turned Gabe Harris’ (founder) performance into a case study to showcase Facebook and Instagram’s capabilities for B2B advertising. By building a campaign that was empathetic for its target audience’s consumption habits the ad experience thrived within the auction place. Resulting with Keap increasing it’s paid social daily reach by 41%, lowering cost per lead by 67%, and increasing lead volume by 70%.