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.
Paid Social Updates 2026: What Advertisers Need To Know
This year we introduced a brand new service at Circus… we are now a PPC and paid social agency! This doesn’t just mean that we’re providing even more insight and strategy to brands wanting to align their paid efforts, it means that we’re here with more 2026 updates for both Paid Social and Search!
With the addition of our Senior Paid Social Manager, Caitlin, and Paid Social Analyst, Esther, we’ve expanding our offering to help brands drive growth through strategic social ad campaigns.
Following on from our PPC insight series, the Paid Social team will be sharing the latest updates from Meta and beyond to make sure you are kept up to date.
AI & Paid Social Updates In 2026
Meta has recently announced that AI is driving significant performance across its platforms. Revenue from AI video generation tools grew three times faster quarter-over-quarter than overall ad revenue. Incrementality is a question most advertisers are asking right now – how can we know our Meta investment is driving revenue that’s truly new? Meta reports that the new incremental attribution feature has driven a 24% increase in incremental conversions compared to the standard attribution model.
What Brands Should Take From This Update
For brands working with a B2C or a B2B paid social agency, these updates show the importance of AI-driven creative assets and measurement when running campaigns on Meta.
- AI generated creative assets perform
- Incrementality is now an easier KPI to track and optimise towards
- These Meta tools are here to stay – it’s time to start working with them
Meta’s New Ad-Free Subscription Model Explained
One of the most talked-about Meta updates recently is the introduction of an ad-free subscription option for Instagram and Facebook. Naturally, many advertisers are wondering what this means for campaign performance.
The reality is… there’s little cause for concern. Meta has been trialling the subscription across the EU since late 2023, and the majority of users have continued with the ad-supported experience. Although CPMs did rise, but only in line with other markets, meaning this hasn’t been caused by the new subscription model.
What Brands Should Take From This Update
- The ad audience is still huge, the new subscription shouldn’t affect your performance
- Most people who you are targeting will still be seeing your ads
- The bigger shift is actually the use of AI, not the new subscription model
Meta Expands Advertising on Threads
Meta has been testing ads on Threads for some time now, but the platform has now expanded Threads ads to all of its users globally. This is a major step in the platform’s monetisation strategy, giving businesses access to advertise on a new platform within the Meta ecosystem and allowing brands to reach audiences in a more conversational environment.
What Brands Should Take From This Update
- CPMs will be initially lower
- The platform will be a less crowded space to advertise
- Opportunity to use the platform for learning rather than a revenue driver
It’s been a busy period for Meta, with a range of new updates and insights added to the platform. While features like Threads ads and subscription models are important developments, the biggest change for brands is in Meta’s focus on AI.
2026 Updates To Paid Social Click Attribution
Meta has tightened how click-through attribution is counted in Ads Manager. So what does this mean?
In simple terms, Meta is refining how it attributes conversions to ad clicks, making sure that reported results are accurately reflecting genuine user actions. This change has been put in place to reduce the chance of conversions being credited to ads when they may not have played a relevant role in the customer journey.
What Brands Should Take From This Update
- You might see a drop in click-attributed conversions in Ads Manager
- This doesn’t mean performance declined… it’s more accurate attribution
- Meta data should now align more closely with GA4 and other attribution tools
The Key Paid Social Updates For Advertisers In 2026
- AI generated assets will continue to perform
- The implementation of Meta’s new subscription will not affect ad performance
- Threads advertisements may be a great learning opportunity for brands
If you want help implementing these strategies into your campaigns, get in touch with our team to see how we can support your growth..
Work with Circus PPC to build a paid advertising strategy designed for 2026 and beyond.
Google Ads Strategy 2026: PPC Updates Brands Can’t Ignore
PPC is an ever-changing industry. Staying still isn’t an option – and 2026 is already proving to be a pivotal year, especially for those focused on improving their Google Ads strategy.
In the first of our new expert insights series, the Circus PPC team shares the biggest PPC updates of 2026, what we’re seeing inside accounts right now, and what these changes mean for brands investing in paid media.
Performance Max & Demand Gen in Your 2026 Google Ads Strategy
One of the biggest trends we’ve seen in Q1 is a noticeable spike in Discovery spend within Performance Max and Demand Gen campaigns.
This likely links back to Google’s recent Discover Core Update, which changed how content is surfaced and distributed within the Discover feed.
Enya Key, PPC Analyst at Circus PPC, explains:
“There could be a shift in focus towards creative assets, and performance might also shift with it – meaning higher reach but potentially lower intent. This reinforces what we already know about the increasing importance of upper-funnel activity alongside lower-funnel conversion campaigns. Advertisers need to pay attention to the entire customer journey to drive maximal results.”
How to Adjust Your Performance Max Strategy for Upper-Funnel Growth
- Creative quality matters more than ever
- Upper-funnel performance can’t be ignored
- Performance Max strategy needs reviewing
- Demand Gen campaigns require tighter intent signals
Brands focusing solely on bottom-of-funnel conversions may see efficiency fluctuate if they don’t adapt.
How AI Is Reshaping Google Ads Strategy in 2026
It wouldn’t be a 2026 PPC update without mentioning AI.
While not yet confirmed for the UK, ChatGPT ad trials are underway in the US – and based on historical rollouts, expansion is likely.
Tristan Parr, PPC Analyst at Circus PPC, shared:
“If internet rumours are to be believed, a self-serve open ads platform like Google Ads could be available in the US as soon as this year – which could really shake things up. More people are turning to AI not just for information, but as a one-stop shop for shopping and purchasing.”
Preparing Your PPC Strategy for AI-Driven Search Behaviour
If AI platforms become transactional advertising spaces:
- PPC strategy expands beyond traditional search engines
- Search behaviour shifts further towards conversational intent
- Brands must optimise for AI-driven discovery environments
Your 2026 Google Ads strategy can’t exist in isolation anymore. The paid media landscape is broadening.
Long-Tail Keywords and Keyword Strategy in Google Ads 2026
According to Google, AI adoption is driving longer, more conversational search queries. Users are increasingly searching with five or more words.
Senior PPC Manager Inny Vaiciute attended a recent Google webinar and shared:
“The increase in long-tail keywords makes it harder for phrase and exact match to deliver the desired volume of conversions. Brands can’t rely on bidding on a few short keywords anymore – that approach isn’t enough on its own.”
Building a Smarter Keyword Strategy for 2026
- Exact and phrase match may see reduced scale
- Broad match (with strong signals) becomes more important
- Smart bidding requires cleaner data inputs
- Search term analysis is more critical than ever
This shift reinforces the need for a flexible, data-led Google Ads keyword strategy.
How to Adapt Your Google Ads Strategy for 2026 and Beyond
The key takeaways from Q1’s biggest PPC updates:
- Discovery spend is increasing within Performance Max and Demand Gen campaigns
- AI advertising platforms (like ChatGPT) may soon enter the paid media mix
- Long-tail keyword growth is reshaping search strategy
- Full-funnel thinking is no longer optional, it’s essential
The common thread? Adaptability.
Brands that evolve their Google Ads strategy in 2026 – embracing AI, refining creative, and adjusting keyword structures – will outperform those clinging to outdated frameworks.
The landscape is shifting – your strategy should be too.
Work with Circus PPC to build a PPC strategy designed for 2026 and beyond.
Meet The Team – Alexandra
Alex is the Content & Social Media Executive at Circus, focused on increasing awareness and making sure everyone knows what we do, how we do it, and why we’re so great at it!
Get to know Alex here…
Name: Alexandra Hardy
Role: Content & Social Media Executive
What’s your favourite thing about working at Circus (so far)?
Of course the team are the best thing, but the office is a very close second (great location in the city and the best roof terrace I’ve ever seen).
Who is your dream client?
Probably a dairy-free chocolate brand like LoveRaw (in hopes we could get freebies…)
What’s your dream holiday destination?
Probably Japan, I’m a bit of a nerd and love Nintendo games. Also Japanese fashion is 1000/10 so I would come back with 4 new suitcases full of clothes.
What would your desert island meal be?
A plate with around 100 pieces of sourdough toast with marmite with a cup of tea. If I could have toast for every meal I would do.
Tell us something about you that might surprise people.
If you ever have a question about birds, ask me. ‘Can you tell me what bird is making this noise?’ ‘Alex I have just seen this cool bird what is it?’, I will always have the answer.
If you could guest star on a TV show, which one would it be and why?
Taskmaster, I think I would 100% come last but I think my clumsiness would make everyone laugh. Bonus points if it was the season with Bob Mortimer on.
Home or Office?
Office
Morning or Evening?
Evening
Dog or Cat?
Cat
Countryside or City?
City
Spender or Saver?
Spender
Coffee or Tea?
Both
Summer or Winter?
Winter