If you think Facebook ads are just for B2C brands, you're leaving money on the table—potentially millions in untapped B2B revenue.
While LinkedIn dominates B2B marketing conversations, the reality is that decision-makers don't confine themselves to a single platform. Whether it’s C-suite executives, procurement managers, or department heads, many are scrolling through Facebook, participating in specialized industry groups, and consuming business content alongside their personal feeds.
But succeeding with Facebook ads in B2B isn't about simply repurposing your LinkedIn strategy. It requires a deliberate approach that acknowledges the unique environment of the platform and the mindset of professionals using it. With Facebook's 3.04 billion monthly active users and significantly lower cost-per-click than LinkedIn, the opportunity is substantial—if you know how to capitalize on it.
This guide explains how to use Facebook for B2B marketing by building effective funnel-based campaigns to generate high-quality leads that actually convert.
Why B2B Companies Should Use Facebook Ads
If the main objective is getting your ads in front of the right people, your two main concerns revolve around which platforms strategically increase your reach and how much it costs to engage with your target audience.
Broad Reach
In terms of reach, a lot is happening on Facebook. Beyond the vacation photos and memes, there are industry groups, communities, Marketplace listings, and a constant stream of conversations. As of 2025, there are over 200 million businesses using the platform.
And with more people working remotely and blending work with personal screen time, they’re never fully disconnected. In fact, B2B buyers spend 74% more time on Facebook than the average user.
Lower CPCs
While LinkedIn is often the go-to for targeting professionals, there are advantages to using alternate platforms. While this is keyword/industry-dependent, consider the average cost-per-click (CPC) on LinkedIn to be $5.58, whereas the average CPC for B2B ads on Facebook is $1.53.
For B2B marketers looking to maximize reach while keeping acquisition costs in check, Facebook Ads don’t just work; they offer a compelling advantage.
P.S. While Facebook Ads are powerful, they work best alongside other platforms. Each channel has unique strengths, and the right mix depends on your goals. Check out our blog, “The 5 Best B2B Advertising Platforms”, to find the best fit for your strategy.
Facebook Marketing Strategy For B2B
With your target audience identified and your targeting parameters set, the next critical step is structuring your campaign for maximum impact. Even the most precise audience targeting won't deliver results without a strategic approach to moving prospects through your sales funnel.
B2B purchase decisions are rarely impulsive—they involve multiple stakeholders, extensive research, and careful consideration. Your Facebook strategy must reflect this reality by meeting prospects where they are in their journey. It enables you to deliver increasingly personalized content, build credibility methodically, and optimize for conversions at each stage.
Build Strong Upper-Funnel Content
At the awareness stage, decision-makers aren't looking for sales pitches—they're seeking solutions to their challenges. Your content should educate and provide value without pushing for an immediate commitment.
Consider implementing these proven tactics:
- Educational Content: Create comprehensive guides, data-driven reports, and explainer videos that address specific pain points your audience faces. This positions your brand as a trusted resource rather than just another vendor.
- Thought Leadership: Develop original perspectives on industry trends through articles, webinars, or live sessions that showcase your unique expertise and forward-thinking approach.
- Engaging Formats: Leverage Facebook's visual environment with eye-catching videos, interactive infographics, and dynamic posts that stand out in crowded feeds and encourage sharing.
- Strategic Lead Magnets: Offer valuable resources like templates, checklists, or industry benchmarking tools that provide immediate utility while capturing contact information for further nurturing.
While we're focusing on Facebook specifically, many of these principles apply across platforms. Our article, "4 Top-of-Funnel LinkedIn Ad Strategies For B2B," contains complementary insights that can enhance your overall digital marketing approach.
Retarget Engaged Prospects
In the B2B landscape, purchasing decisions are complete in the first interaction. Prospective clients often need time to research, compare options, and consult with their teams before committing.
If you’ve read any of our other blogs, then you’ll know that retargeting is a staple strategy that we use. That’s because it's what gets us the best results (regardless of which ad platform you’re using).
Retargeting is a strategy where you re-engage potential customers who have previously interacted with your brand. Here's how to effectively implement retargeting in your B2B Facebook advertising strategy:
Segment Your Retargeting Audiences
Focus your retargeting efforts on users who have demonstrated clear interest in your products or services:
- High-Intent Leads: Target individuals who have visited key pages on your website, like product details or pricing and demo pages. These visitors have shown intent and are more likely to convert upon seeing your ads again.
- Engaged Leads: Retarget users who have interacted with your content on Facebook or Instagram, such as those who have watched your videos, liked your posts, or commented on your updates. This engagement indicates a level of interest in your offerings.
- Recency Targeting: By building a custom audience, you can prioritize users based on their recent interactions. Those who engaged within the last 7-14 days are more likely to convert compared to those whose engagement occurred over 30 days ago.
Benefits Of Retargeting With B2B Facebook Ads
Retargeting ensures your ads reach people who have already shown interest in your business, making it one of the most efficient ways to generate high-quality B2B leads.
Instead of wasting budget on cold audiences, you’re focusing on prospects who already know your brand, have engaged with your content, or visited key pages on your website. This leads to:
- Fewer wasted clicks: Your budget goes toward warm leads rather than uninterested users.
- Higher CTR: A more relevant audience means better engagement and lower ad costs over time.
- Better lead quality: Retargeted users are further along in the decision-making process, making them more likely to convert at a lower cost.
By targeting the right people at the right time, retargeting helps maximize ROI while keeping ad spend efficient.
Note: There’s a whole lot more to cover on retargeting (we’ve actually run entire campaigns using retargeting alone). For a more detailed overview of the subject, our blog, Best Practices for Retargeting for B2B SaaS & Services, is a great place to start.
Should You Be Running Facebook Ads For Your B2B Strategy?
With the right approach, Facebook Ads can be a cost-effective, high-impact channel for B2B companies looking to generate leads and build brand awareness.
But success isn’t just about running ads—it’s about strategy. A strong Facebook campaign requires precise audience targeting, compelling creatives, and ongoing optimization. The difference between mediocre results and a campaign that consistently drives high-quality leads often comes down to small but crucial details.
We’ve helped B2B brands refine their Facebook ad strategies to lower acquisition costs, increase conversions, and drive measurable ROI.
If you want to fine-tune your campaigns, improve performance, or build a Facebook Ads strategy tailored to your business, we’re happy to help—book a free strategy call today!
