Driving Seller Acquisition for Prom via Paid Social

Prom is one of the largest marketplaces in Ukraine, enabling entrepreneurs and small businesses to launch and scale online sales through their own e-commerce storefronts. As part of its B2B growth strategy, Prom actively invests in attracting new sellers to the platform, with a strong focus on scalability and predictable acquisition.

To support this initiative, Prom partnered with Mobihunter to test and scale paid acquisition campaigns aimed at driving seller registrations through paid social channels.

The primary goal of the campaign was to build a stable and scalable seller acquisition flow through paid social channels, aligned with Prom’s internal performance benchmarks.

Instead of focusing on a fixed cost-per-lead target, the objective was to validate paid social as a controllable B2B acquisition channel capable of delivering consistent seller registrations over time.

At the same time, the campaign had to navigate typical B2B acquisition challenges:

• Longer conversion paths and delayed value realization after registration
• Limited ability to fully qualify leads at the registration stage
• Seasonal fluctuations in demand and advertising auction pressure

Additionally, this was one of the early web-focused B2B acquisition tests for Prom, requiring a structured and iterative approach rather than aggressive scaling.

Mobihunter built a full-funnel paid social acquisition setup across Meta platforms (Facebook and Instagram), driving traffic to a dedicated web landing page optimized for seller registration.

The strategy evolved through several phases:

1. Controlled Testing & Channel Validation

Initial campaigns focused on validating paid social as a viable acquisition channel for seller registrations, with close attention to traffic quality, conversion behavior, and registration intent. Campaigns were launched around key business moments and platform promotions to assess audience responsiveness and baseline efficiency.

2. Audience Expansion & Creative Optimization

As performance stabilized, targeting was expanded to include Instagram-based sellers - a high-potential segment in the Ukrainian market. Mobihunter continuously tested creative variations, combining platform-provided assets with custom ad creatives to better communicate the value of transitioning from social selling to a full e-commerce platform.

3. Seasonal Adjustments & Performance Stability

During high-competition periods such as Black Friday and the holiday season, the focus shifted from volume growth to maintaining performance stability and cost efficiency under increased auction pressure. Budgets, delivery, and creative rotation were adjusted to sustain consistent acquisition results.

Across all stages, Mobihunter handled:

• KPI-driven media buying and optimization
• Creative testing and iteration
• Traffic management to web-based registration flows
• Ongoing performance monitoring focused on sustainability rather than short-term spikes

The campaign successfully demonstrated that paid social can serve as a reliable and controllable B2B acquisition channel when executed with a structured, KPI-aligned approach.

Key outcomes included:

• Consistent seller registrations across different budget levels and seasons
• Stable acquisition performance during both regular and high-competition periods
• Validation of paid social as an effective supporting channel for B2B growth
• A repeatable acquisition framework ready for higher-activity business periods

This case illustrates how a disciplined, KPI-first approach enables sustainable B2B growth. By prioritizing predictability, stability, and incremental scaling, Mobihunter helped Prom build a seller acquisition framework aligned with real business objectives rather than vanity metrics.