Do Facebook Ads Work For B2B Brands?

If you own a B2B company, you may have already used LinkedIn ads for lead generation. It may seem like the logical pathway, with it’s status as the social media platform for professionals and lead generation. But, have you considered using Facebook ads for B2B? Facebook and Meta may not be your usual pick when it comes to choosing a platform for your B2B paid advertising strategy, but there’s no reason why they shouldn’t be.

Read on as we debunk some common B2B Facebook myths, and when you should consider using Facebook Ads for your B2B brand.

3 B2B Facebook Ad Myths: Debunked

Audience Retargeting For B2B Companies

Although Meta doesn’t have the job title retargeting feature as LinkedIn does, advertisers can still reach B2B audiences via Facebook. Using interest and behaviour targeting, website visit retargeting and CRM data, this method can be lucrative for companies.

B2B Audience Conversion On Social Media

A big myth we hear is that B2B doesn’t perform well on Facebook and Instagram, but that’s far from the truth. In fact, many B2B campaigns perform very well. When promoting valuable content such as webinars, reports, free audits and consultations, these platforms can play an early-stage role in the buying journey.

Using Facebook As A B2B Platform For Advertising

LinkedIn isn’t the only platform for successful B2B advertising. Sure, it’s a strong contender, but it’s also much more expensive. Facebook can offer ads at a lower cost-per-lead when combined with strong creative and effective lead magnets.

When To Use Facebook Ads For B2B Lead Generation

Using Facebook (or Meta) for B2B advertising can be a great way to generate leads when used strategically. Although many people associate the platform with B2C marketing, and people use it for personal use much more frequently than for business, it can still be effective for reaching company decision-makers, building brand awareness, and promoting valuable content that encourages prospects to engage with your business.

When you need to generate demand: Platforms like Google Search capture existing intent. Meta is better for creating interest amongst people who may not know your product yet. This works well for new products and services, complex B2B solutions, and early-stage awareness campaigns.

When you have strong audience targeting: One of the best things about Meta is its detailed audience targeting, which can be very useful for B2B campaigns targeting website visitors or CRM audiences, business owners and specific job titles and industries.

When you have valuable content offers: When you’re promoting insight such as whitepapers, webinars, industry reports and free audits and demos, Meta performs well.

Should I Use Facebook Ads For B2B Lead Generation?

Is Facebook Good For B2B?

The short answer is – yes. Facebook can be a great platform for lead generation as its costs are much lower than LinkedIn, and with effective lead magnets and good creative assets, can be lucrative for your business. If you want to retarget audiences, generate demand or promote your content offers, then we suggest giving the platform a try.

Need help getting the most out of your Facebook ads? Our team of Paid Social experts are here to help you generate leads, get in touch below to find out how we can help.