B2B Advertising on Facebook: Why You Should Use It

More and more of our clients are now doing B2B advertising on Facebook.

Most of our clients aren’t eCommerce businesses selling hundreds of products daily. Instead, we work with a lot of B2B companies or companies with much longer sales cycles with high ticket items.

Facebook and Intragram have never been seen as prominant platforms for B2B marketing. The common pushback we hear is: “𝘰𝘩 𝘱𝘦𝘰𝘱𝘭𝘦 𝘸𝘪𝘭𝘭 𝘯𝘦𝘷𝘦𝘳 𝘱𝘶𝘳𝘤𝘩𝘢𝘴𝘦 𝘰𝘳 𝘤𝘰𝘯𝘷𝘦𝘳𝘵 𝘴𝘵𝘳𝘢𝘪𝘨𝘩𝘵 𝘧𝘳𝘰𝘮 𝘢𝘯 𝘪𝘯𝘴𝘵𝘢𝘨𝘳𝘢𝘮 𝘢𝘥” or "𝘵𝘩𝘪𝘴 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘸𝘪𝘭𝘭 𝘩𝘢𝘷𝘦 𝘯𝘰 𝘥𝘪𝘳𝘦𝘤𝘵 𝘳𝘦𝘵𝘶𝘳𝘯 𝘧𝘰𝘳 𝘶𝘴." While this might have been true in the past, this doesn’t seem to be the case anymore.

Many B2B companies have been turning to Meta advertising as an untapped channel for reaching their target audience, and this strategy might be worth evaluating for your business as well.

Here are a few quick reasons why we've been helping more clients start running B2B advertising on Meta in 2025:

Brand Awareness

While immediate conversions from a single ad click are rare, Meta ads are not just about direct conversions—they’re about brand awareness and staying on potential customers' radars.

Take the graph below as an example. It shows data from two clients selling high-ticket items that involve longer decision-making processes. After we launched the ads, there was a consistent increase in conversions. The graph reflects conversions from all sources (organic, direct, and paid).

Here’s the kicker: very few conversions came directly from the ads. Instead, the ads created authority and kept our clients top of mind with people coming back organically or directly. When customers were ready, they came back and converted.

This graph only reflects the first three months after launching ads, and the trend has only continued to grow.

We are continuing to recommend Facebook and Instagram ads for companies whose existing campaigns seem stuck behind a brand awareness roadblock.

Low CPMs

With the cost of everything seemingly always on the rise, it is refreshing to find a B2B ads platform with a relatively low cost. Facebook and Instagram ads generally have lower CPMs (cost per thousand impressions) than other common ad networks.

While CPMS are of course always dependent on your industry and audience, the generally-lower cost of Facebook and Instagram has made them easy to experiment with for B2B companies looking for a new approach.

Remarketing

If flashy display ads have left a bad taste in your mouth about remarketing, it might be time to give Meta remarketing a try. Remarketing ads on Facebook and Instagram are a great way to reach your interested audience at a time they are more attentive. Sprinkling high-intent remarketing ads into their feeds on Instagram and Meta give you yet another touchpoint along their customer journey.

Low barrier to entry

If you have tried conventional B2B digital advertising channels unsuccessfully, the thought of rolling the dice on yet another platform is offputting. However, Meta’s robust remarketing capabilities make it easy to quickly test a small remarketing campaign at low cost. This approach is a simple, low-stakes test for B2B companies looking to see whether their reach t can be extended on Facebook and Instagram.

If you were on the fence about trying B2B advertising on Facebook or Instagram, hopefully this gave you the confidence you needed to make a decision.