The common wisdom is 'LinkedIn for B2B, Facebook for B2C'. That wisdom is expensive. LinkedIn Ads offer incredible precision targeting (Company Name, Job Title), but at a premium price ($10+ CPC). Facebook Ads have looser targeting, but much cheaper costs ($2 CPC) and massive scale. The reality is that your B2B buyers are on both platforms. They are 'Professionals' on LinkedIn during the day, and 'People' on Facebook at night. We use a blended strategy: capitalizing on Facebook's algorithmic scale to fill the funnel cheaply, and LinkedIn's precision to snipe high-value accounts.
Not natively. You can upload a 'Matched Audience' list of contacts (emails), but the match rate is often lower (30-50%) because people use personal emails for Facebook. LinkedIn's company matching is far superior.
It's good for retargeting ABM accounts, but not for cold outreach. Keep your cold ABM (Account Based Marketing) spend on LinkedIn where you can guarantee the impression is hitting the right account.
Facebook. You can run a viable B2B campaign on Facebook for $1,500/mo. On LinkedIn, $1,500 might get you 100 clicks total. It's hard to optimize with that little data.
