Meta and Facebook advertising, used properly in B2B
Nobody buys a six-figure service because they saw a Facebook ad.
What Meta does for a B2B business is cheaper than anything else: it makes you familiar. Lets Elevate runs Facebook and Instagram campaigns for B2B clients - pixel and Conversions API setup, retargeting audiences, creative and reporting - aimed at recognition before the call and follow-up after it.
- Service
- Meta & Facebook Ads
- Delivered by
- Lets Elevate Ltd
- Based in
- Hampshire, UK
- Campaigns
- UK and international
- Talk to us
- 01489 326081
The one argument that matters
A prospect who has seen your name three times before the phone rings answers differently to one who has never heard of it. Not dramatically differently. Just enough - a few seconds longer on the line, one fewer objection, a slightly warmer yes.
For a business whose main channel is outbound, that is not a side benefit.
It is a multiplier applied to something you are already paying for, bought at a fraction of the cost per person of any other channel.
Retargeting your own website visitors and your own prospect list, in front of people who already have a reason to recognise you, is the cheapest lift available to an outbound campaign.
Install the pixel now, even if you advertise later
Retargeting audiences build over time and cannot be created retrospectively. A pixel installed today gives you an audience in three months. A pixel installed in three months gives you nothing until six.
This is the one piece of Meta work we push clients to do immediately whether or not they intend to advertise, because it costs nothing to run and the alternative is starting from zero on the day you decide you want it.
What we run
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Pixel and Conversions API setup, with server-side events so tracking survives browser restrictions
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Custom audiences from website visitors, video viewers and page engagers
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Retargeting campaigns aimed at people who visited but did not enquire
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Matched audiences built from your own contact lists, where the data permits it
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Lookalike audiences, once there is a conversion audience worth modelling from
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Static and video creative, written and produced, tested in sets
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Campaign build, budget management and monthly reporting
What we will not pretend
Meta is low intent. The person seeing your ad was not looking for you, and the enquiry volume from cold Meta traffic in most B2B markets is poor. We will not sell it to you as a lead channel and we will not report it as one.
Judged as what it is - recognition, retargeting and reach at a low cost per person - it earns its place. Judged as a replacement for search or outbound, it fails, and you would be right to stop it.
Measuring something that assists rather than closes
Most of Meta's contribution shows up in other channels: a direct visit a week later, a search for your brand name, a call that goes better than it should have.
We report assisted conversions and branded search volume alongside direct enquiries, state plainly which of those we can prove and which we cannot, and keep the spend proportionate to a contribution that is real but hard to attribute.
FAQ
Questions
Does Facebook advertising work for B2B?
For recognition, retargeting and reach, yes, at a low cost per person reached. For cold lead generation in most B2B markets, no. We use it for the first and are honest about the second.
What is the Conversions API?
A server-side connection that sends conversion events to Meta directly rather than only through the browser, so tracking keeps working when a browser or an ad blocker prevents the pixel from firing.
Can you advertise on Instagram as well?
Yes. Facebook and Instagram are bought together through the same platform and the creative is produced for both.
How much do we need to spend?
Less than on search. Retargeting a modest amount of website traffic works on a small monthly budget; cold prospecting audiences need considerably more before they are worth judging.
- Attract
- Engage
- Convert
- Retain
- Grow
- Lead generation
- Digital marketing
- Brand and web
If you are calling cold into a market that has never heard of you, this is the cheapest thing you can do about it.
Tell us who you are calling and we will tell you what it would cost to make them recognise the name first.
Book a call
Tell us what a good opportunity looks like for you
One conversation. We will tell you honestly which rung you are losing on, and what it would take to fix it.