Part 1 - How to Use Meta Ads for B2B: Audience Targeting, Placements & Misconceptions
Meta (Facebook & Instagram) isn’t just for D2C, it can be a high-ROI channel for B2B and high-ticket lead gen when used correctly. In Part 1 of our three-part deep dive, we break down the biggest misconceptions and show how to make Meta work:
Why Meta is undervalued in B2B and when it outperforms LinkedIn on unit economicsCreative-led targeting: calling out the ICP and pain points beats job-title/interest hacksAudience setup that actually works: broad/Advantage+, lookalikes (when they make sense), and the limits of CRM lists with work emailsRetargeting that matters: video-view audiences, website/social engagers, proper exclusions, and simple sequencing windowsPlacements: what to switch off (e.g. Audience Network), how to test Advantage+ vs manual, and when Instagram outperforms FacebookSettings to watch: AI “enhancements” and site links, when to disable, when to test
Playbooks evolve fast on Meta; this reflects what’s working now and what’s likely to carry into 2026.
Part 2 will see us discuss: Campaign objectives, budget strategy (CBO vs ABO), account structure, creative testing, and conversion tracking.
Transcript
Unqualified Leads – Episode 004 Highlights
Hosts: Harry Hughes & Daniel
Topic: Why Meta (Facebook & Instagram) is undervalued in B2B and high-ticket lead gen
This is part 1 of a 2-part series breaking down Meta’s role in B2B marketing, covering misconceptions, targeting, placements, and Meta’s evolving platform dynamics.
Misconceptions about Meta in B2B
You can’t target your ICP effectively on Meta
→ False. You can—just not with traditional job title or narrow interest targeting.
Meta is only for awareness
→ Also false. Meta can drive direct conversion-based results with the right creative and structure.
You must target like on LinkedIn
→ Wrong approach. LinkedIn ≠ Meta. Creative, not targeting, does the heavy lifting on Meta.
Audience Targeting: What Works
Three main targeting strategies tested:
Interest & Job Title Targeting
Generally unreliable due to outdated profiles and diminishing accuracy of Meta’s interest pools.
Lookalike Audiences
Can work if based on strong first-party data, but hit rates are low in B2B due to personal vs. work email mismatch.
Broad / Advantage+ Audiences
Highest performance in 2025. Let Meta’s AI (Andromeda) optimize based on behavior and engagement signals.
Combine with strong creative to filter audience via messaging.
Pro tip: Set age/gender filters if known (e.g. 30–65+ male decision-makers).
Retargeting Strategies
Use video view retargeting (50%+ views) for deeper engagement.
Other options:
Website visitors (180-day)
Instagram/Facebook engagers (365-day)
Sequence via inclusion/exclusion windows (30 / 45 / 90 / 180 days) for layered messaging (e.g. case studies, testimonials).
Common Mistakes in Audience Structure
No exclusions in prospecting → Causes retargeting overlap.
Result: Inflated CAC, false performance metrics.
Key red flags:
High frequency (3–4+) in prospecting.
High 1-day view attribution in prospecting.
Use Meta’s audience segmentation breakdown to track new vs. engaged vs. existing customers.
Placement Strategy: Where Ads Work Best
Start with Advantage+ Placements (excluding Audience Network, Marketplace, Right-hand column).
After 4–6 weeks, analyze performance by:
CPM
Link CTR
Conversion rate
Refine placements: Stick with high-efficiency ones (often FB/IG feed, reels, stories).
For some audiences (e.g. high-net-worth), Instagram > Facebook consistently.
AI Enhancements & Site Links
AI Enhancements
Meta automatically adds changes (music, CTA styles, color/contrast edits).
Turn off unless you’re using Meta like a DIY creative tool (more common in eComm).
Especially for B2B/high-ticket: Keep full control of creative.
Meta Site Links
Meta auto-generates site links (from your URL), which can distract from the landing page funnel.
Use for awareness/traffic ads
Avoid for conversion campaigns — switch off to keep user journey focused.
Final Takeaways
Meta can drive high-quality B2B conversions when used correctly.
It’s underused because people treat it like LinkedIn.
Key is understanding:
Creative-first approach
Broad targeting strategy
Tight retargeting segmentation
Continuous testing & exclusion discipline
Coming in Part 2:
Campaign objectives
Account structure
Creative types
Custom metrics & performance analysis
Tracking and attribution setups