Meta isn't the first place most B2B companies think to advertise. That's part of why it can work. The owners, directors and managers you sell to are on Facebook and Instagram every day, usually without a wall of competitors bidding for their attention. The challenge is that a B2B sale is slow and expensive, so a campaign that brings in cheap leads who never take a call is worse than no campaign at all.
I run Meta ads for B2B service businesses (agencies, consultancies, data and software-enabled services, professional firms) and judge every campaign on qualified, booked sales calls.
What's different about B2B on Meta
You can't target job titles the way LinkedIn does. Meta's targeting is broad now, and your creative does most of the targeting. An ad that speaks to a specific problem in a specific role's own words finds those people. A generic "grow your business" ad finds everyone else.
Lead quality is the whole game. It's easy to get lots of form fills on Meta. It's harder to get ones from companies that can afford you. So I qualify on purpose: questions about company size or volume, a clear statement of who it's for, and sometimes a step that asks for a bit more effort. Each lead costs more, and each one is worth far more.
The sales cycle is long, so the feedback loop has to be built. If a deal closes three months after the click, Meta never finds out unless we tell it. Sending qualified-lead and booked-call events back from your CRM is what lets the algorithm learn which people turn into pipeline, not just which people fill out forms.
Trust has to be earned before the call. Retargeting matters more in B2B. People who watched your video or visited your pricing page see proof, explainers and objection-handling ads before they're asked to book.
Recent B2B results
Two B2B data companies I run Meta ads for (results as reported by Meta, October 2026):
- Booked sales calls at about $102 each. For the first company, $1,015 in spend brought in 10 scheduled appointments, with a 2.88% click-through rate.
- Sign-ups at $60.80 each. For the second, a prospecting campaign across several verticals brought in 34 registrations at a 5.65% click-through rate.
Neither is a huge sample yet, and I'd rather show you real early numbers than big round ones. On a call I'll walk you through how those accounts are set up.
How I run it
- Define the qualified lead. Together we write down what a lead has to look like to be worth a sales call, and build the form or landing page around it.
- Wire up the CRM. Leads go straight to your CRM, and the stages that matter (qualified, call booked, deal won) go back to Meta.
- Test angles, not just ads. Different pains, different roles, different proof. I aim for about 30 new ads a month, mostly fast and varied, with the winners turned into polished evergreen ads.
- Give each ad a week. Then kill, keep or scale based on cost per qualified lead and cost per booked call, not cost per click.
- Run retargeting the whole time. Prospecting finds people; retargeting gets them to the call.
What I track
Cost per qualified lead, cost per booked call, show rate and, as deals close, pipeline and revenue per dollar spent. If your sales team says the leads are bad, that's data we act on, not an argument to win.
What it costs
A flat $1,000 a month for Meta ads management, plus your ad spend, paid to Meta directly. I work with businesses spending roughly $1,000 to $15,000 a month on ads. You own the account, pixel, creative and audiences. The marketing budget calculator works backward from your deal size and close rate to what a booked call can cost and the budget that comes out of it.
Is this a fit?
A good fit if a new client is worth thousands of dollars or more, you have a clear idea of who you sell to, and someone can take sales calls quickly.
Not a fit yet if you can't say who your ideal client is, or there's no one to follow up on leads within a day. We'd fix that first.
Want to be found when buyers search? See SEO for B2B service businesses.