"Meta doesn't work for B2B" is the kind of folk wisdom that used to be true and now just excuses bad setups. For service businesses with a clear ICP and a real offer, Facebook and Instagram are still among the cheapest places to buy attention — if you stop running them like DTC campaigns.
Audiences: broad, with signal
Advantage+ with a lookalike seed of your paying customers beats hand-curated interest stacks nearly every time. Feed the algorithm quality signal — offline conversions, booked calls, closed-won events — and let targeting solve itself.
- Seed with top-quartile customers by LTV, not just all leads.
- Upload offline conversion events weekly via the Conversions API.
- Exclude current customers and obvious non-fits (wrong country, wrong company size via a pre-qualifier form).
Creative: founder-led, not stock
B2B buyers trust people, not brands. The ads that consistently win for our clients are short founder talking-head videos shot on a phone, with captions, ending on a single clear CTA. Polished agency reels underperform almost every time.
If your ad could run for any competitor with the logo swapped, it is not a B2B ad — it is wallpaper.
Offers that convert
Gated PDFs are dead. What works in 2026: free audits, teardowns, live office hours, and "we'll build you a sample" offers. The goal is to create a reason for a qualified buyer to raise their hand this week, not in Q3.
What to measure
Ignore CTR. Watch cost per booked call, show rate, and pipeline per thousand impressions. Those are the numbers that predict revenue; everything else is vanity.
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