Despite Facebook’s popularity as one of the best advertising platforms, many B2B businesses still hold back from advertising on Facebook. According to Statista, 91% of B2C marketers run Facebook ads, while 86% of B2B marketers use LinkedIn. This post will examine why some B2B marketers avoid Facebook ads, their effectiveness, and how to create winning B2B Facebook ads.
An Overview of Facebook Advertising
Facebook is no longer just a social platform for connecting family and friends. It’s among the leading advertising platforms for businesses, too. Although LinkedIn remains the dominant platform for B2B marketing, over half of marketers used Facebook for advertising in 2024, with the number expected to reach 60 to 80 percent in 2025.
Interestingly, 74% of B2B decision-makers spend more time on Facebook than an average person, and 70% of B2B buyers use Facebook for research before making a purchasing decision.
Despite all these promising stats, many B2B marketers still hold back from advertising on Facebook, which raises the question, “Why?“
This is probably because the B2B buyer cycle is longer and more complicated than that of the general consumers. Unlike B2C ads, which are easy to set up, manage, and optimize, B2B ads need a more complex strategy and a clear understanding of the B2B buyer cycle to get results.
Other reasons could include:
- Occupational and Industry data: Traditionally, Facebook has been known for personal connections, but most users have some form of occupational or industry data attached to their profiles.
- Lower buyer intent: Users scrolling through Facebook may not necessarily be looking for business solutions, making generating qualified leads more challenging.
- Less targeted reach: Although B2B marketers can use Facebook targeting options to reach their target audience, it can be hard to reach high-level decision-makers within a specific industry compared to LinkedIn.
Despite that, there are proven tactics you can use to get a good return on investment from B2B Facebook ads, which we shall highlight later in this post.
How B2C and B2B Facebook Ads Strategies Differ
The Audience
A notable difference between B2C and B2B Facebook ads is the target audience. B2C ads target individuals throughout their daily lives. This can include retailers and online streaming programs like Netflix, Apple, airlines, banks, etc. When B2C is marketing to individuals, it uses emotional messages to engage customers and increase sales.
B2B, too, targets individuals, but in this case, the individuals represent businesses. When creating a marketing message, B2B marketers must consider the needs and expectations of the professionals who make purchasing decisions in a company. B2B marketing messages can include customer or client reviews, testimonials, and case studies.
Advertising Content
Since B2C and B2B are different, the content and advertising will differ. B2C Facebook ads focus on information content and emotional messages. Ideally, the ads aim to tell the audience how your product or service will bring happiness to their life.
On the other hand, B2B creates content and advertising that showcase their expertise and a clear understanding of customer problems and concerns. It can include the benefits of their products/services, case studies, client education, etc.
The Buying Cycles
The B2C buying cycle is shorter than B2B. With a simple process and good user experience, a B2C marketer can create engagement and generate sales.
The B2B buying cycle involves more people in decision-making than everyday individuals. As such, marketers should create content that addresses each buying stage and offer an excellent user experience.
Why B2B Facebook Marketing?
- As of 2025, Facebook ranks as the third most visited website globally, following Google and YouTube
- Over 3.06 billion active users use Facebook monthly, making it the most-used social media platform worldwide
- Over 2.6 billion users spend at least 1 hour per day on Facebook
- 95 percent of Fortune 500 companies use Facebook
- 95 percent of businesses have an active Facebook account
While these statistics tell part of the story, having an effective strategy can help stand out from competitors and get a good ROI from B2B Facebook ads. It helps to know how to package and deliver your message, manage your ads, and optimize your B2B strategy.
A Look at B2B Facebook Ads Conversion Funnel
Like B2C marketing, success in B2B advertising requires you to understand the sales funnel marketers use to guide potential clients through the buying process, from awareness to the final purchase decision.
As stated earlier, B2B sales funnels involve multiple decision-makers and longer sales cycles than B2C. Understanding your target audience and conversion funnels will help you make the right offer and present it to the right audience at the right time.
But like any other marketing, you should create a unique message for each audience category to increase your chances of converting.
Remember, there are people on the other side of the business that you should target with your message. The goal is to use Facebook ad messaging to turn strangers into prospects, then into leads, before converting them into paying customers. To achieve this, you should create content and advertising that these professional audiences can resonate with based on their conversion stage.
You should focus on four areas to succeed in Facebook marketing for your B2B. They include:
- Brand awareness
- Traffic
- Lead generation
- Conversions
The secret is to build lead generation and remarketing ads that are not too salesy but naturally guide your prospects towards the final destination. Think about “BUY ME NOW” buttons that scare away prospects. Avoid them completely.
Also, be keen on your specific target audience. Consider their position in the company/business, industry, company size, buyer’s journey stage, pain points, etc. Additionally, consider the exact action you want your target audience to take before creating your messaging and value propositions.
This strategy follows this process:
- Highlight the problem
- Show how it will affect businesses
- Show how an ideal situation could look like
- Explain how your product/service can help businesses avoid these challenges and reach their goals.
You can follow the same strategy for your business.
A Solid B2B Strategy Can Act as Your Sales Assistant
Buying today is different from a few years ago. Buyers can now research products or services and make a purchase/subscription without talking to salespeople. A good website, blogs, videos, ads, etc., can offer as much information as possible for buyers to decide.
However, for your website or ads to act as a sales assistant, you should provide enough information about your products, show how they can solve your audience’s problems, and provide proof.
For example, at AlchemyLeads, we show our credibility by stating that “we help 96% of customers double organic revenue within a year.” We also include reviews and video testimonials as social proof and offer educational resources to position our agency as a leader in the industry and build trust.
You can do the same with your brand and remember to include a clear call-to-action to ensure prospects know the exact action to take to boost conversions.
Tip to Create an Effective B2B Facebook Strategy
Focus on Brand Awareness
Nobody loves to be sold to, especially by a stranger. The same principle applies to a B2B Facebook marketing strategy.
Before you push for a sale, run brand awareness campaigns to pique the prospects’ interest. For example, you can create an ad highlighting your product or service and how it has helped your past clients instead of pushing for a signup or sale. While this approach may not lead to a sale, it’ll help build trust and position your brand as an industry leader. In most cases, the prospects will remember your brand and order from you when they are ready to buy.
Include Your Media Coverage on Facebook Ad Campaign
One way to show the unique features of your product/service is through telling your brand story. If you have new stories, consider sharing them on Facebook to influence people’s opinions about your brand.
In addition to helping improve trust and credibility, combining PR and Facebook ads will make both strategies stronger and more effective.
Use Facebook Ads for Product Announcement
A product announcement Facebook campaign is an excellent way to generate buzz, build anticipation, and drive initial sales and engagement. Unlike when announcing new products through press releases, blogs, or newsletters, Facebook ads ensure that people not in your email list or visit your blog get the announcement.
Running a product announcement campaign on Facebook allows you to reach a wider audience, including potential and existing customers. As such, creating an ad that aligns to different audience segments is advisable.
Share Tips and Insights
In addition to product announcement campaigns, consider running Facebook ads highlighting ways your product/service can deliver value. The goal is to share helpful content to help your clients get the most out of your product/service.
Follow these tips when running product tips on Facebook:
- Provide tips on problems that affect a larger audience
- Target those using or familiar with your product/service
- Make it short and actionable
- Use a conversational tone
Include Original Research in Your Facebook Ad Campaigns
We are in an era where creating content can take minutes, thanks to large language models like ChatGPT, Claude, etc. However, with such developments, the need for originality in content is more important than ever.
Content that lacks value and uniqueness isn’t just annoying to your audience but also lacks credibility. Statistics show that 80% of consumers expect brands to interact with them on social media in meaningful ways, with other data showing that 76% of consumers are likely to purchase from brands that give personalized communications.
Here are questions to ask yourself to create compelling content on Facebook:
- Is my headline attention-grabbing?
- Are my visuals eye-catching?
- Does my content educate, entertain, or solve a problem?
- Does my content match the target audience’s pain points, interests, and preferences?
- Is the content relevant and up-to-date?
- Did I include real stories or share behind-the-scenes moments?
- Is the content engaging?
- Did I use reliable resources?
Another best approach is to use original research, as this helps build trust and credibility. It also offers an opportunity to earn high-quality backlinks.
Add Case Studies and Testimonials
There’s no better way to build trust and credibility for your B2B than by sharing testimonials and case studies (both successful and unsuccessful). B2B buyers, like B2C buyers, compare different solutions before making a purchase, and sharing stories from real customers is an excellent way to stay ahead of the competition.
Research shows that 80% of B2B SaaS buyers check reviews, including reviews on Facebook, before they buy a product. Sharing positive reviews and testimonials will give you the upper hand and will likely help turn more prospects into paying customers.
When sharing reviews, ensure they are authentic, include visuals that show success (not just tell), and highlight specific benefits.
Offer Free Demos
You can also include free demos in your Facebook ads campaigns. For example, you can add a CTA button that directs users to a free trial showing how your product/service works, which can help boost conversions.
Share High-Quality, Valuable Content
You can boost your Facebook ads by sharing valuable content that addresses audience needs.
Apart from educating buyers, content in B2B marketing can help build trust and credibility and move buyers closer to the sales funnel.
However, for your content to be effective, it should focus on your ideal audience and their unique pain points.
Onboarding Campaign
Once you generate leads, the next step is to onboard them to turn them into actual customers. The catch at this point is to help your new leads understand how your product/service works and its value.
To enhance the onboarding experience for new leads, focus on personalization, proactive support, clear communication, and timely feedback to form the foundation for a successful long-term relationship.
You can decide to create videos that showcase the best features of your product or service. Another best approach is to conduct a discovery call with a client interested in your products or services. During the discovery call:
- Focus on learning more about the prospect
- Be open and honest
- Provide tangible product/service knowledge, including how it works, features, and terms, and offer different pricing options (if available)
- Describe how different features of your product/service work
The goal of onboarding campaigns is to let your clients know your product or service value. Some of the reasons that lead to a high customer churn rate include:
- Customers are unable to see value in your product/service
- Customers are overwhelmed by too many features or poor user experience
- Features that don’t work or bugs
- Customers don’t know how to use a product
Targeting users with onboarding guides can be a great way to ensure a smooth transition from lead to paying client.