Campaña Meta y LinkedIn Ads B2B

Request for Proposal (RFP): B2B Paid Media Campaign (Meta & LinkedIn Ads)
1. Executive Summary
Client: IT solutions and services provider.

Core Objective: Amplify a recent case study (previously distributed via PR/media) and generate qualified B2B leads (technology leaders and business decision-makers).

Channels: Meta Ads (Facebook & Instagram) and LinkedIn Ads (the latter subject to budget viability).

Location: Argentina.

2. Buyer Persona & Targeting Criteria
Criteria
Details
Job Titles / Roles
CTOs, IT Directors/Managers, Systems Leads, Tech Leads, CEOs / Founders / SMB Owners.
Company Type
SMBs across IT services, retail, fintech/finance, manufacturing, and operations in Argentina.
Company Size
11 to 200 employees (flexible based on the client's average deal size).
Pain Points
Legacy infrastructure modernization, slow deployment workflows, scalability/security concerns, lack of reliable specialized technical support.

3. Available Assets
Press release and blog article covering the case study (including before/after metrics and client testimonials).

Conversion landing page / native lead form capability (open to vendor recommendation).

Admin access to Meta Business Manager and LinkedIn Campaign Manager.

Brand guidelines, logo kit, and core visual assets.

4. Campaign Goals & Key Performance Indicators (KPIs)
Phase 1 (Traffic & Consideration): Amplify the success story and validate core audiences with above-average B2B engagement and CTR.

Phase 2 (Lead Generation): Capture qualified contact data via native Lead Gen Forms or a dedicated landing page.

Key Metrics:

Cost per Qualified Lead (CPL / MQL).

Form completion / conversion rate.

Quality of engagement (relevance among verified B2B profiles).

5. Scope of Work (SOW)
Technical Setup & Tracking:

Pixel deployment and verification (Meta Pixel and LinkedIn Insight Tag).

Conversion event tracking and Conversions API (CAPI) setup.

Strategy & Media Planning:

Recommended budget allocation (Meta vs. LinkedIn), accounting for LinkedIn's higher CPM/CPC in the Argentine market.

Full-funnel campaign architecture (TOF / MOF / BOF or direct lead generation paired with retargeting).

Creative & Copywriting Direction:

Ad copy tailored to C-level and senior technical stakeholders.

Format recommendations (e.g., metric-focused carousels, video snippets, or single-image stat cards).

Optimization & Reporting:

Continuous audience testing, bid management, and spend optimization.

Bi-weekly/monthly performance reports detailing lead quality, learnings, and scaling opportunities.

6. Proposal Deliverables Checklist
Vendors should address the following points in their submission:

Commercial Proposal: Setup fee, monthly management fee, and whether creative production (design/copy) is included.

Recommended Ad Spend: Optimal split between Meta and LinkedIn for the local market.

Conversion Strategy: Preferred lead capture mechanism (Native Lead Gen Forms vs. External Landing Page) and rationale.

Relevant Track Record: Brief examples of past campaigns managed within B2B, SaaS, or IT verticals.

Implementation Timeline: Expected turnaround from asset handoff to live campaigns.

7. Timeline & Submission Details
Proposal Submission Deadline: 06/11/26