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.