B2B Facebook Advertising Agency

Why use Facebook & Instagram for B2B Advertising?
Facebook and Instagram might not be the initial channels you consider when promoting your product or service to a B2B buyer. Still, they offer unique advantages that can augment your ABM strategy. While LinkedIn is often the first-choice platform for B2B marketing, Facebook and Instagram can supplement your overall plan, providing additional avenues for engaging with B2B buyers across international markets.
These platforms enhance brand building and engagement, helping you build a community around your B2B brand. You can foster meaningful conversations, establish thought leadership, and share valuable content, industry insights, and success stories, especially pertinent in the technology and SaaS industries.
While Facebook and Instagram should be viewed as complementary channels rather than standalone solutions for B2B advertising, they can expand your reach, engage your target audience, and drive valuable business outcomes in broad and niche markets. Integrating these platforms into your broader marketing mix allows you to leverage their unique advantages and maximise your overall B2B marketing effectiveness.
LinkedIn advertising can be a real asset to your B2B marketing strategy. But if you're not seeing the results that matter to your business, it might be time for a change in strategy.

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Our team is dedicated to helping your business grow.

Why choose Advant as your B2B Facebook Marketing Agency?

At Advant Technology, approximately half of revenue comes from helping B2B technology, SaaS, and e-commerce clients drive leads and sales. As your strategic partner, we leverage the power of data, innovation, and continuous learning to create highly tailored marketing strategies.

Our primary focus is understanding your unique business challenges and objectives, and we aim to achieve this by developing and collaborating closely with our clients. We leverage our knowledge in account-based marketing and high-value intent data, ensuring your messaging reaches your target audience and profoundly resonates with them.

Our team of seasoned marketing professionals follow an exhaustive 8-step process that adapts to your specific needs and builds a robust foundation for growth in the B2B landscape:

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    Goals & Objectives

  • 2
    Target Audience Insights, Research & Education

  • 3

  • 4
    Channel Strategy

  • 5
    Content Strategy

  • 6

  • 7
    Program Optimisation

  • 8
    New Opportunities & Education

Our approach is centred around a deep understanding of your business, creating strategic B2B marketing initiatives that deliver quantifiable results. Our commitment to data, innovation, and continuous learning forms the bedrock of our marketing solutions, designed to propel your business forward in the B2B landscape, whatever the niche.

Facebook Ads and the B2B Buyer Journey

The B2B buyer journey is often longer and more complex than the B2C journey, typically involving multiple decision-makers and a thorough evaluation process. This is where Facebook advertising, when used strategically, can effectively guide potential clients along this journey, nurturing leads at every stage. Here’s how Advant Technology harnesses the power of Facebook ads to enhance the B2B buyer journey:

Awareness Stage: At the beginning of the buyer’s journey, potential customers may need to be aware of your company, products, or services. Here, we use Facebook advertising to increase brand awareness, targeting prospective clients with engaging content that introduces your business and highlights the value you can offer.

Consideration Stage: Once prospects know your brand, the next goal is to persuade them that your solution is worth considering. We do this by promoting more detailed content like webinars, white papers, case studies, or product demos through Facebook ads. These materials help to showcase your expertise, enhance credibility, and provide valuable insights to the prospects.

Decision Stage: Potential clients are ready to decide at this stage. We use Facebook ads to drive conversions by promoting high-intent content like free trial offers, product discounts, or consultations. We can also retarget users who have shown interest in your products or services in the past, reminding them of your value proposition and encouraging them to take action.
Retention Stage: The buyer’s journey continues after a sale. For long-term success, keeping your customers engaged and building lasting relationships is essential. We leverage Facebook ads to foster customer loyalty and upsell or cross-sell your services. This can be done by sharing customer testimonials, new product updates, or exclusive offers for existing clients. Facebook offers diverse ad formats that can help make your B2B advertising campaigns more effective. Understanding the proper format for different goals can significantly increase engagement, lead generation, and conversions. Here are the critical ad formats Advant Technology leverages for B2B advertising on Facebook:
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    Image Ads: Simple yet effective, photo ads allow businesses to showcase their products, services, or branding with a compelling image. They are an excellent format for raising awareness and generating interest in your B2B offerings.

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    Video Ads: Video ads are a highly engaging format used to demonstrate products, share customer testimonials, or provide valuable content. They can play automatically in users' news feeds, capturing attention and encouraging further interaction.

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    Carousel Ads: Carousel ads let you display up to ten images or videos in a single ad, each with its link. They're great for showcasing different features of a product, a range of products, or even different parts of a single story or whitepaper.

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    Slideshow Ads: Slideshow ads are a cost-effective way to create short video ads from a collection of still photos, text, or existing video clips. They are perfect for businesses that want to create compelling, lightweight videos that load quickly, even on slower internet connections.

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    Lead Ads: For B2B businesses looking to generate leads, Facebook's lead ads can be invaluable. These ads feature a form that potential clients can fill out with just a few taps, making it incredibly easy for them to express interest in your offering.

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    Messenger Ads: Facebook Messenger offers a unique opportunity for personal, direct engagement with potential clients. Messenger ads appear directly in the user's chat tab, allowing businesses to start conversations and offer customer service in real-time.

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    Dynamic Ads: Dynamic ads automatically promote your products to people who have expressed interest on your website, in your app or elsewhere on the Internet. They are a highly effective way to retarget potential customers and drive conversions.

Navigating B2B Audience Targeting on Facebook: Limitations and Solutions

Facebook’s powerful audience targeting tools offer many opportunities for B2B marketers, but they present certain limitations, particularly when compared to LinkedIn’s more business-oriented capabilities.

Demographics: While Facebook enables advertisers to target users based on basic demographics like age, gender, and location, these factors may not be as meaningful for B2B marketing, where job function, industry, and decision-making power are more critical.

Interests: Facebook determines users’ interests from their interactions on the platform, which can be effective for B2C targeting. However, these insights may not accurately reflect the professional interests relevant to B2B marketers.

Behaviours: Facebook tracks user actions such as ad interactions, content downloads, and website visits. These behavioural insights can aid retargeting efforts but may not provide a comprehensive view of B2B-specific behaviours.

Comparatively, LinkedIn, with its professional focus, offers more precise B2B targeting options:

Job Function: LinkedIn enables targeting based on specific job titles and functions, providing direct access to decision-makers and relevant professionals.

Company and Industry: LinkedIn allows advertisers to target users based on the companies they work for or their industry affiliations, which is beneficial when your B2B strategy involves reaching specific organisations or sectors.

Company Size and Revenue: LinkedIn also enables targeting based on a company’s size (employee count) and revenue, allowing B2B marketers to focus on businesses that meet specific criteria.

Despite these limitations, advancements in third-party integrations like Bombora’s Audience Solutions can significantly enhance Facebook’s B2B targeting capabilities. Bombora compiles data from numerous B2B publishers providing richer, more accurate insights into users’ professional roles, interests, and behaviours.

By syncing this data with Facebook, we can create more precise B2B audience segments based on professional demographics, firmographics, and predictive intent data using Bombora Surging audiences. Bombora’s integration effectively bridges the gap between Facebook’s consumer-focused targeting and the more specific needs of B2B marketers, empowering them to reach the right professional audiences more accurately and efficiently.

Facebook B2B Case Study: Driving Sales for Plastock.co.uk Through Facebook Ads

Plastock.co.uk is a leading online supplier of high-quality plastic products, serving diverse industries from construction to retail. Objective
The primary objective was to drive sales by targeting potential customers interested in Plastock’s products but still need to complete a purchase.

We leveraged the power of Facebook’s retargeting and dynamic ads to help Plastock drive online sales. Here’s how we did it:

  • 1
    Retargeting: We first focused on visitors who had previously interacted with Plastock's website but had yet to make a purchase. Using Facebook's retargeting capabilities, we could show these potential customers personalised ads based on their browsing behaviour. This meant that a visitor interested in a specific product category on Plastock's website would see ads featuring products from that category.

  • 2
    Dynamic Ads: Next, we leveraged Facebook's dynamic ads. These ads automatically show the right products to people interested in a website. Using Plastock's product catalogue, we set up dynamic ads that displayed relevant products to potential customers based on their previous engagement with the website.

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    Continuous Optimisation: We continuously monitored ad performance throughout the campaign and optimised for better results. We adjusted bids, improved ad creatives, and refined the audience targeting to ensure Plastock's ads were shown to the most relevant audience at the right time.


This combination of retargeting and dynamic ads delivered impressive results for Plastock. Throughout the campaign:

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    Return on ad spend (ROAS) improved by 23%

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    Website traffic grew by 8%

Real-Time Analytics & Reporting

Take a look at an example of industry-leading real-time analytics.

Our Service in a Nutshell

Launch Preparation

  • 1
    Custom Onboarding: Tailored initiation process, planning & strategy

  • 2
    Tracking: Pixel implementation, verification of data

  • 3
    Finance: Invoicing systems

  • 4
    Campaign Launch: Set up & go live

Ongoing Management & Optimisation

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    Regular Reviews: Weekly/bi-weekly performance check-ins.

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    Consultation: Creative insights based on tests.

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    Ad and Budget Management: Continuous optimizations and ad rotations.

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    Audience Monitoring: Persistent audience refreshment and monitoring.

Analysis & Reporting

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    Goal Setting: Defining success metrics.

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    Dashboard Maintenance & improvement.

What’s included in our programmatic agency set-up?

  • Project Initiation
  • Onboarding tracker customisation
  • Run through with the client to ensure all points are covered
  • Help facilitate with social channel creation incl logins
  • Consult & close work where required with Creative Team on digital assets & content including landing pages
  • Invoicing setup for each platform as well as internal systems for tracking spend & payments schedules
  • Tracking strategy & pixel implementation
  • Advertising accounts creation & set up
  • Campaigns structure setup, all strategies and corresponded assets upload, push live
  • Platform approvals expediting where required/applicable

What’s included in our agency's ongoing management?

  • Account Management
  • Weekly/Bi-weekly catch-up & optimisation calls
  • Ad hoc meetings
  • Creative consulting based n the test results & learnings
  • Bid optimisation
  • Audience optimisation 
  • Whitelist optimisation
  • Ads review/pause/refresh/new to test
  • Ads rotation
  • Budget optimisation between strategies
  • Placement and creative optimisation
  • Frequency optimisation
  • Monitoring & refreshing audiences if required


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