3 Lessons Learned from Spending $65,000 on B2B Meta Ads

Navigating the complex world of B2B Meta Ads?

We spent $65,000 in a month to fast-track your learning curve. Discover the three game-changing lessons we learned that can help you optimize your ad spend and strategy.

Meta Ads Experiment: Summary Table

Length of Experiment
  • One Month
Budget Allocated
  • $65,000
  • CPA: $60 – $90 per Free Trial Sign-Up
  • Lifetime value: Thousands of Dollars
Main Lessons Learned
  • Lesson 1 – B2B Facebook Ads Work: With CPAs as low as $60, these ads are not just effective but also scalable.
  • Lesson 2 – Targeting is Crucial: Lookalike audiences outperform cold targeting, making them a secret weapon in your advertising arsenal.
  • Lesson 3 – The User Journey Matters: While an opt-in page is essential for platforms like LinkedIn, you can go directly to the sales page on Facebook and still achieve excellent CPAs.

Table of Contents

  1. Introduction
    • My Journey with a Client
    • The LinkedIn Challenge
    • Why You Should Read On
    • The Meta Ads Landscape in B2B
  2. Lesson 1 – B2B Meta Ads: An Untapped Goldmine
    • The Action and The Flow
    • The First Important Lesson: B2B Meta Ads Work. Period.
    • The Investor Angle
    • Forecasting: The Unsung Hero
    • Common Pitfalls to Avoid
  3. Lesson 2 – The Power of Lookalike Audiences
    • The Second Important Lesson: Targeting is Everything
    • The Tale of Two Strategies: Lookalike Audiences vs. Cold Targeting
    • Why Lookalike Audiences Work
    • The Reality of Cold Targeting
    • The Investor Angle, Revisited
  4. Lesson 3 – The Opt-In Page Dilemma
    • The Third Important Lesson: The User Journey Matters
    • LinkedIn Ads vs. Meta Ads: A Tale of Two Journeys
    • The Meta Advantage
    • The Consequences of Both
    • The Investor Angle, One Last Time
  5. The Caveat: Why Owning the Lead Still Matters
    • The Changing Digital Landscape
    • The Power of Owning Your Media
    • The Long Game: Sales Cycles in B2B
    • Nurturing: The Unsung Hero
  6. FAQs: Unanswered Questions About Meta Ads in B2B
  7. Conclusion: The $65,000 Lessons in B2B Meta Ads
    • Key Takeaways
    • Final Thoughts


If you’re navigating the complex maze of B2B advertising, you’re in the right place. Recently, I had the golden opportunity to manage a budget of $65,000 specifically for Meta Ads. Yep, you read that right—$65,000.

My Journey with a Client

Over the past month, I’ve been working closely with a client, spending a considerable budget of over $2,000 per day. That adds up to roughly $65,000 in just one month. We’ve been A/B testing a multitude of strategies, from LinkedIn ads to Meta Ads. And let me tell you, the learning curve has been steep but incredibly rewarding.

The LinkedIn Challenge

While LinkedIn ads were performing well, we hit a scaling roadblock. That’s when we pivoted our focus to B2B Meta Ads. Despite the pessimism surrounding Meta due to iOS 14 updates and a cookie-less future, we’ve found a goldmine of opportunities.

Why You Should Read On

I want to share the top three lessons I’ve learned from this experience. We’ve been able to test various strategies at a rapid pace due to our larger budget, and the insights are too good to keep to myself. So, let’s jump in and get to the good stuff.

The Meta Ads Landscape in B2B

What Are Meta Ads?

Meta Ads, formerly known as Facebook Ads, are a form of paid social media advertising. They allow businesses to target specific audiences based on various factors like demographics, interests, and behavior.

Why Meta Ads in B2B?

The common misconception is that Meta Ads are primarily for B2C companies. But here’s the thing: B2B companies can also leverage Meta Ads to target decision-makers, generate leads, and even drive conversions. It’s all about how you use the platform.

Lesson 1 – B2B Facebook Ads: An Untapped Goldmine

The First Important Lesson: B2B Facebook Ads Work. Period.

I can’t stress this enough: B2B Facebook Ads are incredibly effective. In my recent campaign for a B2B SaaS company, we were getting free trial sign-ups for as low as $60 and up to $95. Considering the lifetime value of these customers is in the thousands, anything under $100 per free trial sign-up is a win in my book.

The Action and The Flow

Here’s the thing about actions—they’re the cornerstone of any successful campaign. In this context, an action could be a free trial sign-up, a demo, or even a sales call. The flow usually goes from a lead to an action and then, ideally to a signed contract. The standard conversion rate from a free trial or demo to a signed contract is around 20%. So, if you’re spending $100 on a free trial sign-up, you’re looking at a customer acquisition cost (CAC) of around $500. That’s a scalable number, my friends.

The Investor Angle

This is the kind of data that makes investors sit up and take notice. With paid media, we can pinpoint our customer acquisition cost with laser accuracy. Whether you’re spending $2,000 or $3,000 a month, this data allows you to scale your budget confidently. You can walk up to your investors and say, “Here’s our CAC, and here’s how many clients we’re going to get when we scale to $10,000 or $20,000 a month.”

Forecasting: The Unsung Hero

Once you’ve got this data, even on a small budget, you can forecast with a high degree of accuracy. This is especially crucial for early-stage startups. You’re not just throwing money into a black hole; you’re making calculated investments that you can scale.

Common Pitfalls to Avoid

Navigating the world of B2B Facebook Ads is like walking through a minefield; one wrong step can cost you dearly. Here are some common pitfalls you should steer clear of:

Summary Table: Common Pitfalls to Avoid in B2B Meta Ads

Common PitfallThe MistakeThe FixPro Tip
Ignoring the Importance of A/B TestingOne ad setup, no variations.Always run A/B tests.Test different headlines or images.
Targeting Too Broad or Too NarrowOverly broad or narrow audience.Use Facebook’s audience insights.Lookalike audiences can be a goldmine.
Neglecting Mobile UsersAds designed only for desktop.Make ads and landing pages mobile-friendly.Preview ads on different devices.
Overlooking Ad FatigueRunning the same ad for too long.Refresh ad creatives and copy regularly.Use a content calendar for ad variations.
Inadequate Tracking and AnalyticsNo proper tracking setup.Use Facebook Pixel and UTM parameters.Regularly review analytics to adjust strategy.
Failing to Optimize for ConversionsFocusing only on likes, shares, impressions.Optimize for end goals like sign-ups, demos.Use ‘Campaign Budget Optimization’ for best results.

1. Ignoring the Importance of A/B Testing

The Mistake: Many marketers set up one ad and hope for the best.
The Fix: Always run A/B tests to compare different versions of your ads. This helps you understand what resonates with your audience.
Pro Tip: Start with testing different headlines or images. The results might surprise you.

2. Targeting Too Broad or Too Narrow

The Mistake: Some go too broad, targeting everyone under the sun, while others go too narrow, missing out on potential leads.
The Fix: Use Facebook’s audience insights to find a sweet spot for your target audience.
Pro Tip: Lookalike audiences can be a goldmine. More on that in Lesson 2.

3. Neglecting Mobile Users

The Mistake: Designing ads only for desktop users.
The Fix: Ensure your ads and landing pages are mobile-friendly.
Pro Tip: Use Facebook’s built-in tools to preview how your ad looks on different devices.

4. Overlooking Ad Fatigue

The Mistake: Running the same ad for an extended period.
The Fix: Refresh your ad creatives and copy every couple of weeks to prevent ad fatigue.
Pro Tip: Use a content calendar to plan out your ad variations.

5. Inadequate Tracking and Analytics

The Mistake: Not setting up proper tracking metrics or ignoring them altogether.
The Fix: Use Facebook Pixel and UTM parameters to track every action and conversion.
Pro Tip: Regularly review your analytics to adjust your strategy.

6. Failing to Optimize for Conversions

The Mistake: Focusing solely on likes, shares, or impressions.
The Fix: Always optimize your ads for the end goal, whether it’s sign-ups, demos, or sales calls.
Pro Tip: Use Facebook’s ‘Campaign Budget Optimization’ to automatically allocate your budget to the best-performing ads.

By avoiding these pitfalls, you’re not just saving money; you’re making your every dollar work smarter, not harder. And that’s what effective B2B Facebook advertising is all about.

The Verdict

So, to wrap this up, B2B Facebook Ads aren’t just effective—they’re a goldmine waiting to be tapped. And the effectiveness of your campaign really hinges on avoiding the pitfalls mentioned, including who you’re targeting. 

Lesson 2 – The Power of Lookalike Audiences

The Second Important Lesson: Targeting is Everything

If you think B2B Meta Ads are a “set it and forget it” affair, it’s time for a wake-up call. Lesson 2 is your crash course in the crucial role of targeting. And I’ve got the real-world numbers to back it up.

The Tale of Two Strategies: Lookalike Audiences vs. Cold Targeting

We put two distinct strategies to the test: lookalike audiences and cold targeting. The outcome? Night and day. Cold targeting, which is interest-based, was a flop. This is a pitfall many early-stage startups stumble into. They go all-in on cold targeting and then wonder why their campaigns fizzle out.

What is Cold Targeting (Interest-Based Targeting)?

Cold targeting, or interest-based targeting, is when you aim your Meta Ads at users based on their interests, behaviors, and demographics. For instance, if you’re marketing a project management software, you might target individuals interested in “Project Management,” “Agile Methodology,” or “Team Collaboration.”

What is a Lookalike Audience?

A lookalike audience is a group of Meta users who share similar characteristics with another group of users that you define. For example, if you have a list of your top 100 customers, you can upload this list to Meta and create a lookalike audience. Meta’s algorithms will then find users who are similar to your top customers in various ways.

Targeting Strategy Table

Cold TargetingLow
Lookalike AudiencesHigh

Why Lookalike Audiences Work

Here’s the inside scoop: lookalike audiences were a massive hit. If you have a list of previous customers or even warm leads, using that list to create a 1% lookalike audience is like striking gold. Meta’s data algorithms are so advanced that they can find you leads that are eerily similar to your best customers.

The Reality of Cold Targeting

Cold targeting isn’t a lost cause; it’s just a tougher hill to climb, especially in the B2B sector. We’re still fine-tuning it, and I’m optimistic that we can make it work. But why struggle when lookalike audiences offer a more straightforward path to success?

The Investor Angle, Revisited

Investors aren’t just bean counters focused on your CAC. They’re also keen on the quality of customers you’re bringing in. And here’s the kicker: lookalike audiences attract leads that are more likely to convert. That’s a narrative any investor would be keen to invest in.

Lesson 3 – The Opt-In Page Dilemma: To Use or Not to Use?

The Third Important Lesson: The User Journey Matters

The last test we conducted was a bit of a dilemma: do we first send people to an opt-in page and then redirect them to the sales page, or do we cut to the chase and send them directly to an action page? The results were eye-opening.

LinkedIn Ads vs. Facebook Ads: A Tale of Two Journeys

With LinkedIn Ads, we found that an opt-in page was essential. The leads needed a bigger push, a more extensive follow-through from the sales team to convert into a free trial or demo. Facebook Ads, however, told a different story.

User Journey Table

PlatformOpt-In Page Needed?

The Facebook Advantage

On Facebook, we could go directly to the sales page and still get a stellar CPA, ranging from as low as $60 to $90. No need for an opt-in page, no need for a lead magnet. It was a streamlined, efficient process that yielded excellent results.

The Consequences of Both

Skipping the opt-in page on Facebook meant we could focus more on optimizing the sales page itself. On LinkedIn, however, the opt-in page served as a crucial first step in a longer sales funnel. Both have their merits, but the efficiency of Facebook’s direct-to-action approach was a game-changer for us.

The Investor Angle, One Last Time

Investors love efficiency and scalability. Being able to go directly to the sales page on Facebook not only lowers the CPA but also simplifies the sales funnel. It’s another compelling chapter in your investor pitch.

The Caveat: Why Owning the Lead Still Matters

The Changing Digital Landscape

Here’s a caveat: even if your CPA is low, sometimes it’s smarter to get the lead first via an opt-in page, then redirect them to the action or sales page. Why? Because we’re entering a cookie-less future, filled with privacy updates. This means you really want to own that lead.

The Power of Owning Your Media

When you own the lead, you own your media. You get their email addresses, which allows you to retarget them on other platforms like Google Display Network, LinkedIn, or YouTube. Email remains a potent channel for nurturing leads, especially in the B2B space where sales cycles can be long.

The Long Game: Sales Cycles in B2B

B2B sales cycles are notoriously long. Some might convert in a few days, but on average, it takes over three months. Owning the lead means you can stay top of mind through retargeting and regular inbox appearances. You’re not just capturing their attention; you’re nurturing it.

Nurturing: The Unsung Hero

The goal is to nurture these leads, provide them with valuable resources, and essentially give them “warm and fuzzy feelings” about your company. So when they’re finally ready to take action, you’re the first one they think of. And that, my friends, is how you convert a lead into a customer in the long run.

Summary Table: Why Owning a Lead Matters in B2B

Cookie-less FutureCrucial for retargeting due to privacy updates.
Media OwnershipEnables retargeting on various platforms.
Long Sales CyclesKeeps your brand top of mind over extended periods.
Email MarketingPowerful channel for lead nurturing.

FAQs: Unanswered Questions About Meta Ads in B2B

Q: What are Meta Ads?

A: Meta Ads, formerly known as Facebook Ads, are advertisements displayed on the Meta Platforms, Inc. network, which includes Facebook, Instagram, WhatsApp, and Oculus. While this article focused on Facebook, the principles can often be applied across the Meta network.

Q: How do Meta Ads compare to Google Ads for B2B?

A: While this article didn’t delve into Google Ads, it’s worth noting that Meta Ads often offer more granular targeting options, especially for B2B companies looking to target specific job titles or industries. Google Ads, however, often excel in intent-based searches.

Q: Can I use Meta Ads for Account-Based Marketing (ABM)?

A: Absolutely. Meta Ads can be a powerful tool for ABM strategies, allowing you to target specific companies or job roles within those companies. This wasn’t covered in the article, but it’s a strategy worth exploring.

Q: What’s the minimum budget to start with Meta Ads for B2B?

A: While we discussed a budget of $65,000, you can start with a much lower budget. The key is to test and iterate, which is possible even with a few hundred dollars.

Q: How do iOS updates affect Meta Ads?

A: iOS updates, particularly those related to privacy, can impact tracking and retargeting capabilities. While this article focused on the effectiveness of Meta Ads despite these challenges, it’s crucial to stay updated on these changes for long-term success.

Q: Are video ads effective for B2B on Meta platforms?

A: Video ads can be incredibly effective for storytelling and demonstrating product features. While this article focused on the cost-effectiveness of different strategies, video ads can offer high engagement rates.

Conclusion: The $65,000 Lessons in B2B Meta Ads

Spending $65,000 on Meta Ads was more than just a marketing experiment; it was a deep dive into the nuances of B2B advertising in the digital age. From the undeniable effectiveness of B2B Facebook Ads to the power of lookalike audiences and the importance of owning the lead, each lesson has been invaluable.

Key Takeaways

  • B2B Facebook Ads Work: Don’t let skepticism deter you. The results speak for themselves.
  • Targeting is Crucial: Lookalike audiences can be your secret weapon.
  • Own the Lead: In a changing digital landscape, owning the lead is more important than ever.

Final Thoughts

Whether you’re a startup looking to scale or an established business aiming to boost your marketing ROI, these lessons offer a roadmap to success. And remember, in the ever-changing world of digital marketing, the key is to test, learn, and adapt.

Further Reading 

If you found this deep dive into B2B Meta Ads enlightening, you won’t want to miss other articles where I compare Meta Ads to LinkedIn Ads, delve into LinkedIn advertising strategies, explore rapid techniques for ranking on the first page of Google, and share proven lead generation strategies and more. There’s a wealth of knowledge waiting for you.

Check Out:

Philip Ilic

Philip Ilic

B2B Growth Specialist

Phil helps B2B SaaS companies with growth marketing and is a deep specialist in Linkedin advertising and paid social more generally (Facebook, Twitter, LinkedIn). He runs a paid social agency called Superlumen.co and is the founder of B2Bhero.co.


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