How to Win at B2B Facebook Ads to Generate More Leads

What if your B2B marketing could generate more leads than ever before?

There are many different tools to enhance your marketing. However, B2B Facebook ads take your marketing to another level.

Unfortunately, many businesses don’t understand what Facebook ads can do for their B2B marketing. Keep reading to discover what Facebook ads can do for you and your business!

B2B Facebook Ads and Marketing Goals

Want to get the most from your B2B Facebook ads? It all starts with making sure you pursue the right marketing goals.

At a glance, Facebook helps you focus your marketing towards customer awareness, consideration, and conversion. But exactly which of these options to pursue and to what degree is largely based on your individual business goals.

There may be a time and a place that you choose to pursue other objectives (including store visits, product sales, and customer reach campaigns) for your business. But with these Facebook ads, we recommend that you focus your efforts on raising awareness, generating traffic, generating leads, and converting customers.

The Right Traffic

Generally speaking, you need to increase customer traffic if you really want to grow your business. But if you’re not careful, it’s easy to squander the opportunity that Facebook provides.

For example, one of the options you have is to drive prospective customers to your Facebook page. But unless you are specifically pursuing a social media campaign strategy, this is likely to be a waste of time and money.

Instead, you should focus efforts on sending customers to your website. If you have already completed a brand awareness campaign (more on this in a minute), a good traffic campaign helps you really start tailoring your exact marketing strategy to some very specific audiences.

Brand Awareness Done Right

While the traffic campaign helps narrow things down, you can’t jump right to it. First, you must use Facebook advertising to create a compelling brand awareness campaign.

The good news is that you don’t have to reinvent the wheel when it comes to B2B advertising on Facebook. The usual rules apply: you should target a broad section of audiences that may respond well to what you are selling.

Before launching such a campaign, you should take the time to create lookalike audiences that match your existing customers. This will help you hit the ground running in the right direction.

All About Leads

Trying to figure out where you should devote most of your time and money with B2B Facebook ads? As a general rule, you can’t go wrong with focusing on lead generation.

Why is that? Simply put, Facebook already has most of a customer’s information at the ready. When they encounter a lead ad, they can provide the info to you in as little as two clicks.

By making this so easy for the customer, you ensure that you will collect plenty of consumer contact information. From there, you can pivot to a drip marketing campaign via e-mail or send the warmest leads to your best sales professionals.

Make Conversions Happen

You might have great awareness and traffic campaigns and have more leads than you know what to do with. But all of that is meaningless if you aren’t hitting your goal on customer conversions.

To get the best results from your Facebook advertising, we recommend that you send leads to very specific landing pages to enhance the chances of conversion. All of this should be in alignment with your sales funnel, encouraging you to send warm leads to pages where they can sign up for a demo of your products or services.

While Facebook makes this entire process easier, the online B2B advertising is based on solid fundamentals of reaching out to, engaging with, and ultimately converting customers.

Where to Place Ads

So, you’re ready to unleash some killer ads on Facebook. But that brings us to a natural question: where should you place those ads?

Contrary to popular belief, the Facebook ads you take out are not limited to newsfeeds on Facebook itself. They might pop up in Facebook groups, streaming videos, instant articles, and the right column of Facebook itself in addition to the newsfeed.

Exactly where to place your ads may depend on your specific goals and specific audiences. But B2B marketing is usually at its best in the right column and newsfeed of prospective customers. And you can opt out of the automatic advertisement placement to afford you better control over where your ads appear.

You will also have the option of marketing via the extended Facebook Audience Network, but this usually only works well as part of a remarketing campaign. Otherwise, we recommend skipping that option. The exception to this is if you have a good idea of other sites your customers frequent because you can now customize where your ads will appear on the Facebook Audience Network.

Set Your Schedule

Mom and dad were right: timing is everything, especially when it comes to B2B Facebook ads.

You have two basic options with your ad schedule: daily budgets or lifetime budgets. Daily budgets are perfect for when you are just starting your Facebook advertising and want to discover what works best. But lifetime budgets are better for Facebook advertising veterans (or veterans of Google Ads), especially when you can limit that “lifetime” to as little as a few days.

After selecting the budget, you can further customize when your ads will appear to customers. For example, you can make sure these ads aren’t appearing in the middle of the night where nobody can see them.

Obviously, there is no “one size fits all” approach to this. Some campaigns may reach relevant customers at all times of day or night. But you can easily switch between campaigns and apply different strategies to help reach different audiences.

Your Next Move

Now you know why B2B Facebook ads are so important. But do you know who can help you make the most of these advertisements?

We specialize in digital strategy, content creation, media management, and more. To see what we can do to help with Facebook advertising, simply contact us today!

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