How to Run Facebook Ads for B2B

Quick Answer

To run Facebook ads for B2B, accept that LinkedIn has more B2B intent but Facebook has 5-10x lower CPM. Use Facebook for top-of-funnel lead magnets and content distribution, then nurture by email. Target by job title, employer size, and lookalikes of paying customers. Use the Leads or Conversions objective. Budget $100-500/day. Expect $20-100 per qualified lead and $300-2,500 per closed deal.

Why B2B on Facebook works (when done right)

The myth: "B2B people aren't on Facebook." Wrong. They're on Facebook all day, just not in B2B mindset. The job of B2B Facebook ads isn't to sell directly, it's to deliver a useful lead magnet (report, template, calculator) that captures contact info, then nurture by email until the buyer is ready.

LinkedIn vs Facebook for B2B:

Channel	CPM	Targeting accuracy	Intent	Best for
LinkedIn	$30-90	High (job title)	Higher	Direct demo bookings, ABM
Facebook	$5-20	Medium	Lower	Lead magnets, content distribution, retargeting

Run both. Facebook fills the funnel cheaply, LinkedIn closes the high-value targets.

The B2B funnel on Facebook

Stage	Funnel step	Objective
Top	Lead magnet (free guide, calculator, template)	Leads
Middle	Email nurture + retargeting	Custom audiences
Bottom	Demo / sales call booking	Conversions
Account-based	Custom audience targeting key accounts	Leads / Reach

Lead magnet templates that work

The best B2B lead magnets:

Industry benchmark report ("How 200 SaaS companies onboard customers")
ROI calculator
Template or framework ("The cold email template our clients use to close $50k deals")
Comparison guide ("Top 12 [tools]: features and pricing compared")

Avoid generic ebooks. Specific, niche, useful magnets convert at 2-4x the rate.

Lead form template

Headline: Free [Lead Magnet Title]
Description: [1-line description of value]. Sent to your inbox now.

Questions:
1. Work email (auto-fill)
2. First name (auto-fill)
3. Company name (short text)
4. Job title (short text or multiple choice)
5. Company size (multiple choice: 1-10 / 11-50 / 51-200 / 201-1000 / 1000+)

Thank you screen:
"Sent. Check your inbox in the next minute. If you don't see it, look in spam and add hello@[domain] to your contacts."

The job title and company size questions are your qualification filter. Use them to score leads.

Targeting

B2B Facebook targeting options that work:

Job titles (still available for B2B, just not for housing/employment ads)
Industries
Employer name (for ABM)
Lookalike of paying customers
Lookalike of MQLs

Avoid:

Targeting "decision makers" alone (too broad)
"Small business owner" interest (huge audience, low intent)
Job title only (combine with interests for better quality)

Campaign template

Campaign: [Lead Magnet] – B2B Lead Generation
Objective: Leads
Optimisation: Leads
Daily budget: $200

Ad Set 1: Lookalike
- 1% LAL of customers
- 1% LAL of MQLs
- Age: 28-55
- Placements: Auto

Ad Set 2: Job title + interest
- Job titles: [3-5 relevant titles]
- Layered with interests in industry tools, conferences, publications
- Audience: 500k-3M

Ad Set 3: Company size
- Job titles + employer size 50-1000 (or your ICP)
- Industries: [your target verticals]

Ad Set 4: Retargeting
- Page engagers
- Video viewers 75%
- Website visitors

Creatives:
- Ad 1: Static lead magnet cover with hook copy
- Ad 2: 30-sec founder video explaining the value
- Ad 3: Carousel of 5 stats from the report
- Ad 4: Customer logo wall + magnet pitch

CTA: Download
Form: Native Meta lead form

Lead scoring saves money

Not every Facebook lead is sales-ready. Build a scoring model:

Company size matches ICP: +10
Job title is decision-maker: +10
Job title is influencer (not decision-maker): +5
Company is in target industry: +10
Email is corporate (not gmail): +5
Engaged with at least 3 nurture emails: +10

Anything over 30 goes to sales. Anything under 30 goes to email nurture only. This stops sales burning hours on bad leads.

Nurture sequence

Most B2B leads aren't ready to buy on day 1. Build a 7-email sequence:

Email 1 (immediate): Deliver the lead magnet
Email 2 (day 2): Case study from a similar company
Email 3 (day 5): Common mistake and how to fix it
Email 4 (day 8): Comparison ([Your tool] vs alternatives)
Email 5 (day 12): Customer story with revenue impact
Email 6 (day 16): Demo invitation with calendar link
Email 7 (day 20): "Should we keep in touch?" reply request

Without nurture, your $30 lead is wasted.

CAC by deal size

Deal size	CPL target	Lead-to-close rate	CAC range
$1k-5k ARR	$20-50	3-8%	$300-1,500
$5k-25k ARR	$40-120	5-12%	$500-2,500
$25k-100k ARR	$80-300	8-15%	$1,000-4,000
$100k+ ARR	$150-600	10-20%	$2,000-6,000

What kills B2B ads

Promoting the demo directly to cold traffic
Generic lead magnets ("ultimate guide to X")
No nurture sequence after capture
Targeting too broad ("small business owners")
Forgetting to score leads before sending to sales
Optimising for cheap leads instead of quality

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