10 B2B Advertising Lessons That May Change How You Run Ads

Facebook doesn’t really work for B2B.

This is the most common objection I get from my B2B clients. 

And I get it. I’ve tried Facebook ads multiple times as a founder before I moved to D2C.

It used to suck, but not anymore.

In my opinion, if your lifetime value is between $3-10K. I think you can find success with it. I’ve heard about people who have sold up to $30K of products in terms of lifetime value.

But there’s more nuance to it, especially if you sell software or an app.

I’ve learned a few lessons with Facebook ads and observing other brands that I want to share with you today. 

Important: Although these tactics worked for B2B but it can also be applied for high-ticket B2C or standard B2C audience too (specially #2, 5, 7, and 10). 

1/ You need bottom up funnel

If you sell to the entire organization with multiple stakeholders, it might not work for you at all. You need simply one or two max stakeholder to be the user, champion and decision-maker

If you fall into this category, you may find success.

2/ Focus on single-user use case

Facebook ads need to focus on users who have their one use-case. You sell one product to one user, who is willing to give their credit card to try your product

For example, Motion is a B2B SaaS product, it sells only single-user use-case with productivity angle.

Such products with a slightly consumer focused use-case works well. Once the user is locked-in, they can always expand and invite the entire team.

Both of the above points are following one single idea: Sell to one customer, not many.

3/ Purchase campaign > Lead Gen campaign

Facebook has become smarter now. They’re tracking all websites you visit and buy from. It’s better to run a purchase campaign, let people start a trial then just run a lead generation campaign.

The intent of the audience who comes from a purchase audience is way higher than lead generation campaigns. It’s a simple switch, but it works.

Run “sales” objective then, not lead generation.

4/ Get their credit card details

If you’re running a purchase campaign, the most important information that you need to know is that you should only run trials with credit cards. Not without.

If your ads and landing pages are converting well, you’ll see people opt-ing out because the ad created the right expectations that users want to see immediately.

5/ The AHA moment needs to be under 5-minutes

For SaaS, the AHA moment refers to when a user realizes the value of your app's features and how they can solve their problems.

For B2B services, it could be a moment when the user realizes that there is a gap they need to fill after trying your audit, gap analysis, or whatever you’re selling. Most people in B2B services provide these AHA moments in their Video Sales Letters.

Here’s a good example: https://kingkong.co/quantum-growth/

It clearly builds motivation to take the next steps.

Protip: People don’t read especially when they come from paid social. Make sure you force them to read and pay attention.

6/ Call them out

If you’re running ads on paid social, then you need need to target your ideal customer.

This way, people who match up exactly will respond. 

Here are some examples that I have taken inspiration for my clients

All these ads show that you understand your ICP, so one should give it a try.

True story: I was so impressed with Superside that I wanted to give it a try. I did, but they were not in my budget that time.

7/ Show the magic features in your ads

Your product has to show the transformation and magic. How it enables someone to do their job better, especially if you’re in B2B SaaS. 

Good examples of magic features: 

If you’re in B2B services, you can still show magic outcomes.

8/ Use negative lookalikes

One of my clients found out that our real estate audience were bad customers. Why? Their lifetime value was low and churn was high. 

We got creative with negative lookalikes for the customers we had and we added titles + industry as real estate on Facebook.

We excluded all real estate audience  from our ads.

We reduced 35% of the bad real estate leads at the end without increasing the cost.

9/ Expect longer sales cycle

The reality of B2B is that you can’t compare it with Google Search ads or organic or direct when someone needs you, they search. 

Based on working with past clients, I have realized that B2B takes longer because they’ll only use you: If and when they need you. You can’t create a need out of thin air. 

If your LTV is higher than $3K, I suggest you look at ads in terms of attribution and sales cycle longer than 6 months. 

Generating interest isn’t enough. You need to constantly add value to be on top of the minds of users for them to take action and crave your magic product and services.

For example, I learned about Hubspot in 2015 but I didn’t become a paid user until 2021. While eventually I did become a customer, support, fan and investor in Hubspot, it happened because they were patient and kept delighting me with their:

• Product

• Services

• Content (podcasts + blogs + academy)

10/ Lead with interest or Job-To-Be-Done

A Job-To-Be-Done is a statement that describes, with precision, what a group of people are trying to achieve or accomplish in a given situation.

Interest is basically what is on top of their mind. For example, Facebook ads are always on the top of my mind.

If you sell a product or service around a topic such as Facebook ads. Facebook will find you the audience. You need to hook them in with:

First, a lead magnet, checklist, resource or similar.

Example – Offered a FREE summit:

Second, upsell them with done-for-you services with templates/guides so it is simple enough to give a product a try.

Example – Add a FREE guide:

Third, further engage with them with webinars, longer retargeted videos where you solve a problem without annoying them.

Example – Direct response ads:

Example – Add reviews:

Example – Add comparisons:

Example – Add screenshots:

Finally, offer something that’s so irresistible that it is stupid to NOT try.

Example – Add a FREE 30-minute strategy call:

The ads I shared above I have exactly use those as inspiration to make my ads.

In short

I understand that B2B is challenging, but it is not impossible to make it work.

You need a tighter funnel, follow the user journey for longer, and provide clear "aha" moments for users to take the next steps.

Lastly, I’ll leave you with one thought, regardless of whether it's B2B, B2C, or D2C: Have you added enough value to your prospects that they feel guilty not trying and giving it a proper chance?

Thanks to our partners who support this newsletter.

Happy Growing with Paid Social,

Aazar Shad

Three ways I can help you, whenever you are ready:

• Work with me to get you growth from paid marketing. Book a call here. I’m open to more clients now.

• Level up your paid marketing by joining my community, where we share the latest tactics and get nuanced paid marketing questions answered here (we are now 70+, but there is a waitlist to join).

• Promote yourself to 12,900+ highly qualified paid marketers by sponsoring this newsletter. Advertise here.