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Where your leads come from

Every lead starts with a person who saw our ad somewhere specific: in an Instagram feed, under a news article, on their phone’s home screen. Here is where we buy, why there, and what we do so that person actually orders.

Why “where” matters as much as “how much”

Two campaigns with the same budget can bring completely different leads. One buys clicks from people who were never going to order. The other buys fewer clicks from people who were already looking for something like your product.

The difference is knowing where to buy: which network suits the product, which placements inside that network bring buyers, which sites to avoid, and what kind of page each audience needs before it’s ready to order. That knowledge is what you get from a team that has spent two years buying in these exact countries every day.

MetaOutbrainXiaomi AdsDSP (next)
Our main channel, two years of daily buying

Meta: Facebook and Instagram

Where your ad appears

In the Facebook and Instagram feeds, in Reels and Stories, and in Marketplace. Your ad sits between posts from friends and accounts people follow, so it has to look and feel like something they’d stop for.

Who sees it

The widest audience of any channel we use: young parents and retirees, big cities and small towns. That makes it the fastest place to find volume for a new offer.

How we buy it

  • We start broad and let Meta’s delivery find buyers, then narrow by age, region or placement only where the data says so.
  • We feed the algorithm purchase and lead events, not just clicks, so it looks for people who order, not people who tap.
  • Each offer gets several ad sets with different angles, and each angle gets several creatives. Budget moves daily to what converts.
  • We refresh creatives before they get tired: when the cost per lead starts to creep up, the next batch is already waiting.

What sells here

Short videos and UGC-style clips that look like a real person showing the product. A strong hook in the first seconds, captions for people watching without sound, and a clear reason to click.

Why our traffic here is better

On Meta, the difference between cheap clicks and real buyers is mostly in what you optimise for and how fast you react. We optimise for leads and sales, we read the numbers every day, and we cut placements and audiences that bring curious clicks instead of orders.

Readers, not scrollers

Outbrain (now Teads): native on news sites

Where your ad appears

In the “recommended for you” blocks under and next to articles on news, lifestyle and magazine websites. Outbrain has been part of the company now called Teads since 2025, which works directly with thousands of publishers on the open web.

Who sees it

People who are already reading. They are often older than the average social media user, they have time and attention, and they click because a headline made them curious, not because something flashed in a feed.

How we buy it

  • We send this traffic to a pre-lander, never straight to an order form: an advertorial, a listicle or a story page that continues what the headline promised.
  • We test headlines and thumbnails in large batches, because on native the headline is the ad.
  • Every placement is tracked separately. Sites that send clicks without leads go on our exclusion list, and that list keeps growing.
  • Bids are set per site and per device, so we pay more where buyers are and less where they aren’t.

What sells here

Curiosity and usefulness. “Why your pickles go mouldy” works better here than “50% off”. The reader wants to learn something first and buy second.

Why our traffic here is better

Native traffic quality depends almost entirely on which sites you buy and which you block. After two years we know which publishers in our countries send readers who order, and which send bounces. New campaigns start from that list instead of from zero.

A channel most competitors don’t use

Xiaomi Ads: inside Android phones

Where your ad appears

Inside the phone itself: Xiaomi’s own apps such as GetApps, Mi Browser, Mi Video and Mi Music, plus formats like push notifications, splash screens, lock screen, feed and banner placements on Xiaomi, Redmi and POCO devices.

Who sees it

Owners of Xiaomi, Redmi and POCO phones, one of the best-selling phone brands in Europe. They are practical, price-aware buyers, and many of them see far fewer ads from e-commerce brands than they do on Facebook.

How we buy it

  • We run campaigns for landing pages (what Xiaomi calls H5 distribution) and target by country, language, interests, device model and system version.
  • We use the cheapest-performing placements first and add the rest only when they prove themselves.
  • Pages for this traffic are built mobile-first and light, because people open them on a phone, often on mobile data.
  • A separate team handles Xiaomi Ads, so these campaigns get daily attention and don’t live in a buyer’s spare time.

What sells here

Simple, clear offers with a visible price and a strong product photo. Fewer words, bigger buttons, fast pages.

Why our traffic here is better

Far fewer teams buy Xiaomi traffic than Facebook traffic, so competition for these placements is often lower and prices better. Being early on a channel is one of the most reliable ways to get good leads at a good price.

In preparation

DSP platforms: programmatic buying

What it is

A demand-side platform lets us buy ad space across thousands of websites and apps through real-time auctions, from one account. Instead of one network’s inventory, we get access to the open web: display, native and video placements, bought impression by impression.

Why we’re adding it

  • More reach for offers that already work on Meta and native.
  • Our own site and app lists: we decide where ads show, not a network.
  • Another source of volume, so one channel slowing down doesn’t slow a campaign.

What it means for you

We’re preparing to launch on DSP platforms. Advertisers who work with us now will be the first to get this traffic on their offers. If you want to be part of the first tests, mention it in your brief.

Why our leads convert better

None of this is secret. It just takes time, discipline and two years of data to do it every day.

We know where to buy

Most of the money wasted in media buying goes to the wrong placements and sites.

Our exclusion lists and placement data from two years of campaigns go into every new launch.

Each source gets its own funnel

A Facebook scroller and a news reader don’t need the same page.

Feed traffic gets short, visual pages. Native readers get advertorials. Phone traffic gets light, fast pages.

We optimise for orders

A cheap click is only cheap if it buys.

We judge sources by approved leads and ROI, and move budget there, even when another source looks cheaper.

We buy it ourselves

Resold traffic passes through hands you never see.

Every click is bought in our own accounts, on sources we name to you before launch.

Local pages, local buyers

Translated pages read like translations, and people notice.

Native speakers write for each country, so the reader feels the page was made for them.

Feedback closes the loop

Without call-centre data, you optimise blind.

Approval and buyout by source and creative tell us what to scale and what to switch off.

Which source for which product?

A rough guide. On most offers we test at least two sources and let the results decide.

ProductUsually starts onWhy
Wellness and supplementsMeta and OutbrainVideo shows the routine; advertorials explain it
Food and drinksMetaAppetite is visual; Reels and Stories do the work
CosmeticsMetaTexture and before-and-after of the routine, close up
Home, kitchen and gardenMeta, Outbrain and Xiaomi AdsPractical buyers who respond to a clear problem and price
Low-price impulse productsXiaomi Ads and MetaQuick decisions on the phone, simple pages

Not sure which source fits your product?

Send the offer. We’ll tell you where we’d start, and why.

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