leboncoin
Target Cost V2 Powers leboncoin’s Stronger ROAS and performance
leboncoin tested Snap’s Target Cost V2 with new UGC videos produced by The Source to improve campaign efficiency, resulting in 37% higher ROAS, 36% lower cost per purchase and 43% more purchases.
— Mehdi Djebbari, Digital Marketing Specialist, leboncoin
More Ways To Win With Snapchat
In early 2025, leboncoin, France’s go-to classifieds platform, looked to boost the effectiveness of its advertising investments. With a focus on improving precision and optimising budget allocation, the team explored innovative new ways to enhance its automated bidding strategy.
Target Cost V2, an updated version of Snapchat's AI and ML-powered Target Cost bidding strategy, offered a new way forward. Designed to deliver on precise cost-per-purchase goals, it presented leboncoin with greater predictability and efficiency. To complement this bidding strategy, the brand introduced playful 20-second UGC videos produced by The Source, giving the campaign an engaging, personalised touch.
To properly measure the new approach, leboncoin ran an A/B experiment: Auto-Bid vs. Target Cost V2. This would show whether the new setup could truly drive conversions while keeping costs in check.
The new strategy was a hit, delivering impressive outcomes across the board. ROAS increased by 37%, cost per purchase dropped by 36%, purchases rose by 43%, and CPM decreased 53% 1.
The test revealed that more precise bidding could achieve stronger performance without necessarily increasing spend. Satisfied with these results, leboncoin implemented Target Cost V2 across all Snapchat campaigns from April 2025, establishing it as a key part of their advertising strategy.
