Lead Gen Blog

B2B Facebook ads: The recipe for success

By Zachary McDaniel | No Comments | 21st January 2021

In recent years, Facebook has quickly become one of the best advertising platforms for pretty much any business, especially business to business. B2B Facebook ads are easy to manage, versatile, and when combined with the right tools, provide for a well rounded marketing arsenal.

That being said, B2B Facebook ads are not as straightforward as B2C Facebook ads. There needs to be a very well defined strategy in place in order to really grab the attention of another business.

And that is why we’re here today. Although not easy, creating a significant B2B Facebook ads campaign is very possible.

Why B2B Facebook ads are more difficult

Before we go any further, it’s important to understand why B2B Facebook ads are slightly more difficult than standard B2C (Business to client) ads.

For starters, the buyer’s journey is longer and therefore more complex. Typically speaking, businesses know all the ins and outs of targeted ads, so they’re a little bit harder to convince. Instead of jumping on an opportunity as soon as they see it, they typically like to weigh all of their options before taking another step.

Secondly, B2B Facebook ads need to be considerably direct. In order to reach the right business with your ads, you have to understand what they want or need, and create an experience based on that information. Although they are a customer, they aren’t a normal customer, making their journey through the conversion funnel a little more complicated.


Although B2B Facebook marketing strategies are not as easy as picking targeting related industries, having the information above in mind at all times is a good starting point. With that said, what is the key to a good B2B Facebook marketing strategy? Let’s discuss below.

What is a good B2B Facebook marketing strategy?

Although each B2B Facebook marketing will be different depending on the company, there are quite a few points to keep in mind when designing your strategy.

Focus on the journey

From the very first step, the buyer’s journey through the conversion funnel should be the main focus. Since a B2B campaign is much different from a B2C campaign, each step will need to be thought out thoroughly beforehand, so that you can be sure that the right audience is targeted, and their journey through the funnel is unique to them.

Make sure you know your audience

Speaking of the right audience, your campaign should be built around that. Each B2B Facebook ad should be unique to the needs of the targeted company. That being said, it’s a little difficult to create such an ad without knowing who the right audience is. Before anything else is decided, make sure you know your audience.

Go into detail

Keep in mind that a business looking for a solution to an issue needs to make the most practical choice for their needs and budget. A lot of the time, these businesses are already aware of you and your competitors, and they’re just looking for the best deal.

For that reason alone, it is important to bring as many details to the table as possible. You’re not trying to win over an average lead here, you’re trying to convince someone who has most likely been doing their homework.

Make the ads detailed, point out features or products that you know your competitors don’t offer, and show them what you’re made of.

Use impactful ads

Ads, no matter what industry, need to reel in the audience. That statement is true no matter who you’re targeting, including other businesses. Remember, you are trying to stand out from the crowd. You’re not just another business. You’re the business that’s right for them.

It’s also important to remember to create multiple different styles of ads, and A/B test them for maximum efficiency. Although you may not see massive improvements, even a slight increase in performance could mean big profits in the long run.

Optimize for mobile

At this point, telling someone to optimize their ads for mobile is kind of like telling them not to forget to breathe. Mobile ads have taken the marketing world by storm, and it’s not slowing down anytime soon.


The reason this point made it into this list is because a lot of people and businesses might assume that because it’s a business targeting another business, that they won’t be using their phone or mobile device to do it. The reality of that situation is that it’s simply not true. Like it was stated above, these businesses need to do their homework before selecting the right company to solve their issues, and that can sometimes carry over into non-office hours, lunch breaks, and more. All of these situations could be times when they use their mobile device.

How to use Facebook for B2B businesses

Outside of advertising, Facebook is a great place for businesses to

  • Brand awareness – Use Facebook to build an audience. Works well for top of the funnel marketing, but can be utilized for B2B marketing as well.

  • Social proof – Although this is mainly used for individual customers, brands seeking a B2B solution most often revert to third-party validation as well.

  • Tripwire marketing – Big companies like Zoom and Trello use Tripwire marketing to lure in individuals and other businesses alike. They offer a low-cost or often free solution, and then provide the right stepping stones in order to get them to upgrade or convert entirely.

B2B Facebook best practices

  • Look past your page audience – With Facebook ads, the whole idea is to constantly attract new prospects and leads. Don’t focus entirely on the audience that you’ve already gained.

  • Utilize Facebook Custom Audiences – Facebook Custom Audiences allows you to single out the perfect audience for you, based on real data. Combined with LeadsBridge, not only can you sync data back and forth between your CRM and Facebook ads, but you can jump on the nurturing process as soon as a new lead comes in.

  • Target audiences based on business category – With Facebook Custom Audiences, you can target based on location, age, and gender, but you can also target based on other Facebook page data. This allows you to target people with specific types of jobs, making B2B marketing just a little bit easier.

Facebook B2B ads examples



With this B2B Facebook ad from Hotjar, you can see that it’s straightforward and directed at a specific issue. There’s nothing fancy about it, but it definitely gets the job done from a B2B standpoint.



If you’re in the marketing scene, then you’ve probably heard about Hubspot. With this Facebook ad, you can again see that it is short and simple. With a brief explanation, the business can view what Hubspot is offering, and sign up using the simple CTA.




Again, this Facebook ad by Slack is very simple. It details everything another business needs to know, and gives them the ability to quickly download it.

With LeadsBridge, it’s easier to track data and progress for your advertisements through Facebook. B2B Facebook ads can be synchronized with your CRM so that you can get the maximum results for your B2B Facebook marketing campaigns.

LeadsBridge provides all the tools you need to get real and accurate data so that you can make the best data-driven marketing decisions:

LeadsBridge makes it easy to connect Facebook Lead ads with most of your favorite marketing tools. With 2.7 billion users (and growing) Facebook will probably be one of the most lead-rich environments to advertise in for the foreseeable future. If you’d like to learn more about how you can Facebook Lead Ads and LeadsBridge work for you, check out our article titled ‘A step by step guide to Facebook Lea Ads‘.

Conclusions and takeaways

Some might consider B2B Facebook ads to be similar to typical B2C ads on the same platform. And the truth is, for some businesses targeting other businesses, they probably are. But, for the vast majority of us, our B2B Facebook Ads campaigns will need to be completely different.

Although there’s a lot of learning to do when it comes to B2B marketing, as a business, you do have one advantage: you are targeted as well. So, when it comes to creating an impactful B2B Facebook Ads campaign think as if you were in their shoes. Think as if you are the business that’s seeing the ads, and work on improving their experience based on your findings.

And of course, no matter what, LeadsBridge is here to help you bridge the gap between your Facebook Ads campaign and your other marketing tools. By providing a data sync between these very important platforms, you are able to stay on top of lead data as it’s coming in, and not wasting any time dealing with annoying CSV files. Instead, you can focus on what’s really important: bringing your business as a solution to another business in need.


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Zachary McDaniel

Zachary is a Content strategist, a freelance writer, and a world traveler. Fueled by the technical details and inspired to continuously learn more. Helping small startups and massive enterprises alike grow their brand.

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