Situm Indoor Positioning

Quality B2B leads in 70 countries with a ROI above x4

SOFTWARE

B2B

ROI at two and a half years

> x4

CONTEXT

Situm Indoor Positioning, a global benchmark in indoor location

Founded in 2015, Situm Indoor Positioning has established itself as a global leader in indoor location technologies, specializing in solutions for guiding and supervising work teams. Its patented algorithm can locate mobile devices in enclosed spaces with minimal infrastructure. With a presence in more than 70 countries and thousands of buildings equipped with its technology, Situm is trusted by companies such as AENA, Acciona, Quirónsalud, Ferrovial and Securitas.

The challenge

Situm hired Fáktica to grow its customer base through online advertising worldwide, generating high-quality leads at a cost that would ensure the investment’s profitability. The starting point wasn’t simple: Situm operates in a highly competitive market, where European and North American companies bid aggressively for leads on Google Ads and LinkedIn Ads.

"With Fáktica our investment is always optimized and aligned with the company's objectives. With them, SEM and SEO have become priority actions thanks to the ROI achieved. They contribute to strategic marketing and sales decision-making."

David Oreiro

Marketing Manager at Situm

The solution

Aligning marketing objectives with Situm's

We defined campaign success as maximizing Situm's profit associated with new customers, integrating conversion rate and Lifetime Value into decision-making.

Analysis of leads' financial performance

With a limited budget to split across dozens of countries, we analyzed the historical conversion rates and the profit generated by current customers (Lifetime Value). This approach revealed differences in value between leads from different countries and allowed us to allocate resources far more efficiently.

Automation to maximize Net Margin

We set up the Google Ads campaigns with Fáktica's Net Margin maximization technology, which assigns a different value to each lead according to its country of origin. The algorithm automatically manages investment in each market, calculating in real time the optimal balance between lead volume and unit cost.

Profitability dashboard

We created a dashboard that shows the Situm team the operational data (new leads, geographic distribution, campaign cost) and the expected profitability of each lead, ensuring that the marketing investment is aligned with financial and growth objectives.

Results

ROI at two and a half years

> x4

The online advertising campaigns achieved positive expected profit from the second month.

From the fifth month, expected profit tripled the advertising investment; at two and a half years the ROI exceeded x4.

Situm gets hundreds of quality leads for its sales team, with a high percentage reaching the final stages of the contracting process.

REVIEWS

What do our clients say?

"The Fáktica team gives us commitment, trust and efficiency. They adapt to our changes and needs, supporting us at every step to reach our strategic goals. And the numbers prove it."

"With Fáktica our investment is always optimized and aligned with the company's goals. Thanks to them, SEM and SEO have become priority actions because of the ROI achieved. They contribute to our strategic marketing and sales decisions."

"Highly qualified professionals. They find solutions to the challenges we bring them. They're very easy to work with."

"They didn't just implement the project we'd agreed on — they proposed several additional KPIs that were extremely useful."

"They generated dozens of B2B sales leads for us, along with information and location data on potential customers. They're helping us consolidate and expand in Peru, Chile, Mexico, Colombia, Argentina and Panama."