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How to make a clickable Facebook ad for B2B

Posted by Mark Debenham - January 10, 2016

It’s easy to fall into the trap of thinking Facebook’s pay-per-click ad model isn’t suitable for B2B audiences – Facebook has a B2C feel to it, while LinkedIn feels much more like home for the B2B crowd.

When your company’s product is niche, it’s easy to fall into the trap of thinking you won’t be able to reach them at all, but with 1.49 billion users, there’s a strong chance some of them will be on Facebook.

Plus Facebook’s audience ad targeting options help you segment your audience, ensuring the right kind of ads are seen by the right kind of people – here’s an anatomy of a clickable Facebook ad.

Firstly, take the time to get your targeting right

Facebook’s ad model is compelling. Not just because of its huge user base, but also because it has a wealth of information about them such as gender, location, likes, interests, education, device type, online shopping habits, and their connections.

That scale and depth of that data make it one of the most targeted advertising options available.

The custom audiences and lookalike audiences features of the Facebook Ads model mean you can upload a list of contact information (such as email address or phone number) and your ad will be served to those people if they’re on Facebook. You can also target those that are similar (‘lookalike’) to the people on that list.

The behaviours feature lets you can target your adverts based on user activities both on and off Facebook, such as travel preferences, online purchasing habits and device usage, to name but a few.

Place your CTA near the start

Facebook recommends including your call-to-action (CTA) within your first 90 characters.

Avoid ad fatigue

Facebook suggests changing the creative elements of your ad every one to two weeks – if everybody in your target audience has already seen your ad many times, it can become expensive to achieve your desired results.

High-quality visuals for more engagement

Research shows that Facebook posts with images receive 37% more interactions than those without, so use this insight for your ads.

You can choose for your ads to appear in the News Feed area (as well as the right column of any page on Facebook) so this gives you the option for your visually-engaging ads to be displayed more naturally to users…especially if you’ve done a good job of aligning your audience targeting options and advert.

If you’d like more tactics and tips for using Twitter Ads, download our pay-per-click guide, Social PPC in B2B: How to go from Zero to Hero

Download Social PPC: How to go from Zero to Hero


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