Meta Ads for B2B Lead Gen: How to Find Decision Makers (2024)

Myth: "Facebook is for B2C. LinkedIn is for B2B." Reality: A CEO is a human. They watch Reels on the toilet like everyone else. The difference is the Cost.

• LinkedIn CPM: $50 - $100.
• Meta CPM: $10 - $20.

If you can find the CEO on Meta, you win.

Part 1: The Targeting Problem

Meta removed most "Job Title" targeting years ago. You can't easily target "VPs of Marketing" anymore. So how do we find them?

1. The "Upload" Method (Match)

• Export your LinkedIn connections or CRM list.
• Upload to Meta as a Custom Audience.
• Create a 1% Lookalike.
• Logic: Find people visibly similar to my current B2B clients.

2. The "Interest Stack" Method

• Target "Software-as-a-service" AND "Business Page Admin".
• Target "Marketing Week" AND "Salesforce" (Interests).
• Goal: layer interests that only a pro would have.

3. The "Creative Qualification" Method (Best)

• Target Broad.
• Write the Ad Copy: "Attention SaaS Founders..."
• Logic: If a random teenager sees it, they scroll past (Ad irrelevant). The algorithm learns they aren't interested. If a Founder sees it, they click. The creative does the targeting.

Part 2: The Offer (Lead Magnet)

You cannot sell enterprise software in an Instagram Ad ("Book Demo"). You must offer value. The Lead Magnet:

• "The 2024 State of SaaS Report (PDF)."
• "Calculator: ROI of AI implementation."
• "Template: Cold Email Scripts."

The Funnel:

1. Ad -> Download PDF (Lead Form).
2. Email Sequence (Nurture).
3. Book Demo (Sales Call).

Part 3: Offline Conversion Tracking (Critical)

In B2B, a "Lead" is often junk. You must use OCT (as described in our Google Ads Guide) to tell Meta which leads actually became MQLs (Marketing Qualified Leads). Optimize for MQL, not Lead.

Summary

B2B on Meta is a volume game. You will get spam. But you will also get leads for $20 that would cost $150 on LinkedIn. Use your email team to filter the noise.