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Does Facebook Ads Work for B2B Companies?

Looking to expand your company’s marketing reach and generate more B2B leads? You’ve probably considered Facebook advertising. But does it really work for B2B businesses? 

The short answer is yes.

When done right, Facebook ads can be a powerful tool for connecting with potential clients and driving sales.

In fact, 43% of B2B marketers say they’ve acquired customers through Facebook. The platform’s massive user base and sophisticated targeting options make it an attractive option for B2B companies.

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However, simply throwing money at Facebook ads won’t necessarily get results. You need a strategic approach tailored to the B2B buying process, which tends to be longer and more complex than B2C.

Now, let’s go into the tiny details of how to make Facebook advertising work for your B2B business.

do facebook ads work for b2b companies

Define Your Target Audience with Precision

One of the biggest advantages of Facebook advertising is the ability to precisely target your ideal customers. The platform offers a wealth of targeting parameters based on demographics, interests, job titles, industries, and more.

For B2B companies, this is crucial for getting your ads in front of the right decision makers.

Start by building a detailed profile of your target audience. Consider factors like:

  • Job titles and functions (Director of IT, HR Manager, etc.)
  • Company size, industry, and location  
  • Professional interests and group memberships
  • Pain points and goals related to your product/service

Use Facebook’s Audience Insights tool to research your existing customers and identify common characteristics. You can then create lookalike audiences to find new prospects who resemble your best clients.

Also, take advantage of retargeting to reach people who have already interacted with your brand. For example, you can show ads to users who visited your website, downloaded a white paper, or attended a webinar. These warm leads are more likely to convert than cold audiences.

The key is to get as specific as possible with your targeting. You may want to zoom in on different audience segments with tailored messaging. The more relevant your ads are to each user, the better your results will be.

Grab Attention with Engaging Visuals

In the crowded Facebook newsfeed, your ads need to stand out to get noticed. Eye-catching visuals are essential for stopping users mid-scroll and making them pay attention to your message.

For B2B brands, it’s best to steer clear of cheesy stock photos. Instead, use authentic images and videos that are relatable to your audience. Show your product in action, highlight customer success stories, or give a behind-the-scenes peek at your company.

Motion is another way to grab attention. Animated graphics and short videos tend to outperform still images. In fact, Facebook users watch 100 million hours of video per day! Even a simple GIF can be enough to make users pause and absorb your ad.

As you design your visuals, make sure to follow Facebook’s technical requirements and best practices. Use high-resolution images, leave about 20% of the image free of text, and choose the optimal aspect ratio for each placement (square for the feed, vertical for stories, etc.).

Remember, your visuals don’t need to be overly polished or perfectly produced. Authenticity and creativity are more important. Focus on telling a compelling story that resonates with your B2B audience.

Craft Clear and Compelling Ad Copy

Along with strong visuals, your ad copy is key for conveying your message and persuading B2B prospects to take action. You only have a couple lines of text to work with, so every word counts!

Start with a headline that clearly communicates your value proposition. What’s the main benefit you offer? How do you solve your audience’s pain points? Speak directly to their needs to capture interest.

In the body text, provide more details around your offering and why it matters to the user. Avoid broad claims or vague statements. Instead, get specific about the features and outcomes your product/service delivers. 

Whenever possible, incorporate proof points like statistics, case studies, or testimonials to back up your claims. B2B buyers need to feel confident in your ability to deliver results. Third-party validation and quantitative evidence can help build trust and credibility.

Also, consider the “temperature” of your copy. Are you speaking to cold audiences who have never heard of you? Or retargeting warm leads who are already familiar with your brand? Adjust your message and call to action accordingly. 

The CTA should provide a clear directive and align with your campaign goals. For a cold audience, a soft CTA like “Learn More” may work well. For bottom-of-funnel leads, a more assertive “Request a Demo” button could be appropriate. 

Above all, keep your copy concise and easy to understand. Use simple, conversational language and short sentences. Avoid industry jargon that may confuse or alienate people. Hit on the key points quickly to get prospects interested in learning more.

Offer Genuinely Valuable Content 

Effective B2B Facebook ads go beyond a quick sales pitch. To truly engage prospects and guide them through the buyer journey, you need to deliver value at every touchpoint. 

That’s where content comes in. Blog posts, ebooks, webinars, and other resources help educate potential customers and position your brand as a trusted expert. Instead of going straight for the hard sell, focus on solving problems and building relationships.

Consider the types of content that will resonate most with your target audience at each stage:

  • Awareness: Thought leadership pieces, industry reports, educational blog posts, helpful checklists and guides
  • Consideration: Case studies, product demo videos, comparison white papers, FAQ sheets 
  • Decision: Free trials, live demos, needs assessments, custom quote requests

By mapping your content to the sales cycle, you can deliver the right information to the right people at the right time. You’re adding value while naturally guiding prospects closer to a purchase decision.

When promoting content in your ads, use a clear and compelling hook. What will the user get out of clicking through? How will it help them achieve their goals? Make the benefit obvious right away.

In addition, consider Facebook lead generation forms as a way to seamlessly capture prospect information. Users can instantly sign up for your offer without leaving the platform. Just be sure you have a plan for promptly following up on those leads.

The key is to focus on quality over quantity. It’s better to have a few standout pieces that provide genuine value than to churn out mediocre blog posts. Every interaction with your content should leave prospects feeling like they learned something useful.

Optimise Ad Delivery with Strategic Experiments 

Even the most compelling creative and content may fall flat if your ads aren’t reaching the right people. To maximise your ROI, you need to continuously optimise your campaigns based on real-time insights.

Facebook’s Ad Manager provides a wealth of data to help you understand what’s working and what’s not. Pay close attention to metrics like:

  • Reach and impressions: How many people are seeing your ads?  Look for opportunities to expand your audience while maintaining relevance.
  • Click-through rate (CTR): Are users engaging with your ads? A low CTR may indicate your creative or targeting needs work. 
  • Cost per click (CPC): How much are you paying for each click? Always aim to lower your CPC and maximise results within your budget. 
  • Conversion rate: How many clicks are turning into valuable actions like form fills or sales? Look for ways to better align your ads with your landing pages.
  • Frequency: How often are users seeing your ads? A high frequency may lead to ad fatigue and diminishing returns.

Use these insights to A/B test different elements of your ads and landing pages. Test one variable at a time, like your headline, image, CTA, or targeting parameters. Turn off underperforming ads and allocate more budget to top performers. 

It’s also wise to refresh your creative periodically to keep it from getting stale. Users will eventually tune out ads they’ve seen too many times. Introduce new angles and designs every few weeks while maintaining a cohesive brand experience.

Finally, take advantage of Facebook’s automation tools to optimise ad delivery. Features like Campaign Budget Optimisation automatically allocate spend to the top performing ad sets within a given campaign.

These smart solutions use machine learning to make real-time adjustments and maximise results.

The goal is to see consistent improvements in your core metrics over time. Keep experimenting, learning, and adapting your approach based on data. With patience and iteration, you’ll zero in on the tactics that deliver the best ROI for your business.

Leverage the Full Facebook Ecosystem

Facebook advertising isn’t limited to the newsfeed alone. To reach B2B prospects at multiple touchpoints, expand your efforts across Facebook’s various platforms and ad formats. 

For example, you can tap into more professional audiences with ads on Facebook’s sister network, LinkedIn. The platform is a natural fit for B2B brands, with more than 630 million users who skew older, wealthier, and higher educated.

You can also experiment with newer features like Facebook Stories Ads. Over 500 million people use Facebook and Instagram stories every day, and ads blend seamlessly into this immersive format. It’s a creative way to showcase your brand and offer that stands out.

Facebook Messenger is another underutilised channel. You can invite users to start a conversation with your chatbot to learn more about your product/service. It’s an interactive approach that feels more personal than a traditional landing page.

Consider testing different types of ads as well, like carousel, slideshow, and collection formats. These allow you to showcase multiple products or tell a more in-depth brand story. You can also add instant experiences to your ads, where users can browse products in a full screen mobile experience.

The point is to think beyond the basic single-image ad in the feed. Diversify your efforts and look for ways to connect with B2B prospects across multiple channels. You never know where you might find your next big client!

Partner with Experts to Maximise Results 

As a B2B marketer, you have a lot on your plate. From developing a product to supporting sales, there are countless demands on your time and resources. So when it comes to Facebook advertising, don’t be afraid to bring in reinforcements. 

Many companies find that partnering with a specialist agency like Upbeat Agency can help them achieve better results faster. Look for a firm with deep expertise in B2B Facebook marketing and a track record of delivering ROI for similar clients.

An experienced agency will know the ins and outs of the platform and stay on top of the latest best practices. They can help with everything from strategy and creative development to campaign management and optimisation. 

Of course, you’ll want to vet any potential partners carefully. Ask for case studies and references to get a sense of their capabilities. Make sure they understand your unique business goals and have a plan for how to achieve them. 

The right agency will feel like an extension of your own marketing team. They’ll provide the extra horsepower and specialised skills needed to take your Facebook advertising to the next level. You can focus on other high-priority initiatives while still driving growth through social media.

Measure and Prove Your ROI 

At the end of the day, the success of your B2B Facebook advertising comes down to one key question: are you getting a positive return on your investment? 

To answer that, you need to measure your efforts against clear, specific goals. What are you trying to achieve with Facebook ads? Common B2B objectives include:

  • Increasing brand awareness and reach
  • Generating qualified marketing leads
  • Driving traffic to your website 
  • Encouraging free trial or demo signups
  • Getting new sales conversations started

For each objective, identify the metrics that will help you gauge progress. For example, reach and impressions may be good indicators of brand awareness. Leads generated and cost per lead are important for measuring lead gen campaigns. Marketing qualified leads and sales qualified leads show how ads are impacting the pipeline.

Use Facebook’s attribution tools to understand how your ads influence user behaviour on and off the platform. By seeing the full customer journey across touchpoints, you can assign the right credit to your social campaigns.

Most importantly, you need a way to tie your ad spend to revenue. How many of your Facebook leads eventually turn into customers? What’s the average value of those accounts? Work closely with your sales team to close the loop between your ad campaigns and closed/won deals.

Be sure to communicate your results to key stakeholders within the company. Craft a compelling story around your data to show the tangible business impact of your Facebook efforts. Highlight your ROI and make the case for continued investment in the channel.

Don’t forget to benchmark your performance against other channels and industry standards as well. How does Facebook compare to your other lead generation activities in terms of cost and quality? Are your click-through rates and conversion rates in line with B2B averages?

By regularly measuring and reporting on your Facebook advertising ROI, you can continually optimise your strategy and justify your spend. It’s the key to proving the value of social media for your B2B company.

Facebook Ads: Your Next B2B Marketing Secret Weapon

So, are Facebook ads right for your B2B company? Only you can answer that based on your unique goals, audience, and resources.

But one thing is clear: when executed strategically, Facebook advertising has the power to drive real business results. 

The key is to approach it with a clear plan tailored to the B2B buyer’s journey. Nail your targeting, create compelling content, focus on delivering value, and optimise relentlessly. Measure your success in terms of pipeline and revenue generated, not just clicks and likes.

Of course, Facebook advertising isn’t a silver bullet. It works best as part of a holistic marketing strategy that includes other channels like search, email, events, and more. The goal is to surround your prospects with brand touchpoints and guide them seamlessly from awareness to consideration to decision.

But with its huge reach and robust targeting capabilities, Facebook can be an indispensable part of that mix. It’s a way to start meaningful conversations with your ideal customers, build trust and credibility, and ultimately drive more sales for your B2B business.

So if you’re not yet leveraging Facebook ads, now’s the time to start testing the waters. Start small with a focused campaign, learn what works, and iterate from there. Bring in expert help if needed to accelerate your learning curve. 

And who knows? With the right strategy, a little creativity, and a commitment to delivering genuine value, Facebook advertising just may become your B2B company’s next marketing secret weapon. Why not give it a shot?

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