Since its founding in 1987 asHotelwäsche Erwin Müller,LUSINI has established itself as a major player in the hospitality and catering industry. The omnichannel provider has everything passionate hosts and food enthusiasts (in both B2B and B2C) need: professional-quality tableware, furniture, textiles, workwear, and much more, along with personal, expert advice and comprehensive service. The only thing missing to unlock the shop's full potential was a holistic paid social strategy.
Developing a custom paid social strategy
Before we began working together, LUSINI primarily relied on traffic campaigns on Meta platforms. To focus on sales despite their B2B emphasis, and to expand their B2C share in the future, we tapped into the vast potential of social media advertising. Our goal: a custom paid social strategy tailored to LUSINI’s needs to make the channel more profitable and revenue-driven.
Developing and implementing the right campaign structure and attribution strategy, segmenting B2B and B2C customers, and consistently measuring KPIs requires not only the necessary expertise but also professional monitoring and the ability to act quickly.
To meet LUSINI’s requirements and goals, we implemented the following setup:
Dynamic Product Ads
The campaign setup consisted of Dynamic Product Ads (DPAs), for which we utilized LUSINI’s entire product range (approx. 40,000 products). This allowed the algorithm to serve users the products most relevant to them. In addition to the always-on setup, we incorporated seasonal DPA campaigns that highlighted specific themes and added impact through engaging headers.
We also focused on best-selling products, which already enjoyed high popularity, to increase brand awareness and conversion opportunities. This led to excellent results at the campaign level.
Attribution
For the attribution window—the limited timeframe in which conversions are assigned to an ad—we initially chose the default 7-day click, 1-day view setting. The challenge: discrepancies appeared between Meta and Google Analytics attribution. As a first touchpoint, Meta tends to claim more conversions for itself, while Google Analytics provides stricter data based on last-click attribution. To improve data accuracy and enable more precise conversion tracking and better budget allocation, we adjusted the attribution settings.
Our solution: 7-day click. This means conversions are attributed to the campaign if a user clicks the ad and converts within a week. This setting is advantageous for companies that rely on third-party tools or Google Analytics for post-click attribution results.
This quick adjustment and implementation resulted in a lower, yet higher-quality ROAS, and reduced the discrepancy with Google Analytics figures.
B2B and B2C split
Additionally, we segmented the target groups into B2B and B2C customers. We used different targeting and tailored ad copy for each campaign to better address their respective needs. This adjustment contributed to further improvements.
Even with a large product range in DPAs, we don't necessarily need to restrict the algorithm. In fact, we see better performance when we give it more freedom. Furthermore, communicating with the right target group is essential for success, and it definitely makes sense to separate different target groups into different campaigns, as this split delivered significantly better results.
