A Distributor-Network Manufacturer × Trelis
Growth here runs through a dealer network — so half these campaigns were selling the distributorship itself, not the product.
Client identity anonymized for confidentiality — every figure below is real and unaltered.
13 campaigns · 22 Jun 2026 – 28 Aug 2026
Most performance case studies are about winning end customers directly. This one is different: the real product being "sold" by half these campaigns wasn’t the pipes and fittings — it was the distributorship itself.
A Distributor-Network Manufacturer
A Kerala-based manufacturer operating since 1992, expanded from a single flushing-cistern product into PVC water pipes, electrical conduit, taps, valves, bathware and water tanks, sold through a nationwide dealer network.
Ran distributor acquisition as its own campaign category, segmented by state and region, instead of one generic "become a dealer" pitch.
Built product-specific lead campaigns for individual categories — electrical conduit, ball valves, suction hoses, taps and flush tanks — so sales knew exactly which interest drove each enquiry.
Kept hiring (sales and logistics/operations roles) as a fully separate objective from distributor development.
Used a single broad reach campaign purely to keep the brand visible while narrower campaigns did the actual lead generation.
Segmented distributor recruitment by geography so messaging spoke to a specific state or region, not the whole country as one audience.
Benchmarked every product line’s cost per lead against every other, to find which categories converted most efficiently.
What a dual-audience account produced
Totals below are the supplied export’s own figures for 22 Jun – 28 Aug 2026, across 13 campaigns.
Distributors, products and hiring — three ledgers, not one
Splitting distributor recruitment from end-customer demand is what let this account find its most efficient lines.
Splitting distributor recruitment from end-customer product demand is what let this account find that ball valves and general "distributors wanted" campaigns were both meaningfully more efficient than the state-specific multi-region tests.
Five operating principles behind the numbers
Separate the two audiences completely
Distributor recruitment and end-customer product demand never shared a campaign or a budget line.
Lead with the product, not the category
Ball valves, conduit and taps each got their own campaign, giving sales a clear intent signal per enquiry.
Keep hiring off the market-development budget
Sales and logistics recruitment ran as their own objective, never diluting distributor-acquisition numbers.
Go granular on territory before going broad
Single-state and city-level campaigns consistently beat multi-state regional tests on cost per lead.
Let one cheap reach campaign carry visibility
A single broad-awareness line kept the brand visible while narrower campaigns carried the lead volume.
Benchmark every product line against every other
Ball valves at ₹5.27 vs. regional multi-state leads at ₹18–₹19.68 is a budget-reallocation signal.
Shift incremental distributor budget toward single-state campaigns — they’re outperforming multi-region tests.
Scale ball-valve and general "distributors wanted" messaging — the two most efficient lines in the account.
Reuse the ₹5.39 logistics-hiring WhatsApp approach for the next operations hire.
Test a distributor-referral mechanic now that territory-level costs are well understood.
"When growth runs through a dealer network, the account only gets useful once distributor recruitment and end-customer demand stop sharing a number and start earning their own."
