How to Make Facebook Ads Work for B2B Marketing

I was recently talking with a colleague who was running Facebook Ads to promote his social media marketing services. He was frustrated because he wasn’t getting great results. His approach was simple—his ad directly promoted his paid services. That sounds logical, right? Put your offer in front of the right people, and they’ll sign up.

But that’s not how Facebook Ads typically work for B2B. Unlike Google Ads, where people are actively searching for solutions, Facebook users are just scrolling through their feed. They’re not in decision-making mode. They’re seeing vacation photos, memes, and cat videos—not looking for a business service.

Now, there are ways to make Facebook Ads work for B2B, but they require a different strategy. One option is retargeting—showing ads to people who have already visited your website or engaged with your content. Another is lookalike audiences, where Facebook finds new people similar to your existing customers. But both of these methods require you to already have customers or a decent amount of traffic, which isn’t always the case.

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