B2B audience targeting: Meta Ads as an alternative to LinkedIn

What if you could get your ads in front of your ideal customers for a fraction of the price?

LinkedIn Ads is well known for its high costs compared to other platforms.

Still, there’s a way to target a similar B2B audience on Meta, where advertising costs are significantly lower.

But this assumes two things are true:

• You have the fundamentals in place: a great offer and landing page backed by audience research, simple campaign structure, strong creative and conversion tracking. In other words, you approach advertising as a marketer rather than a media buyer.
• You’re willing to make the trade-off for cheaper acquisition costs. While you won’t have the precision targeting of LinkedIn, just because your target audience is browsing Instagram doesn’t mean they stop being who they are professionally. You may not be catering to them in that same environment, but they still have those needs and will pay attention to something interesting enough.

If the cost of advertising on LinkedIn is prohibitive or you can’t meet the minimum requirements for some of the targeting settings – and you meet these two criteria above – then you might want to consider this play.

HOT TAKE: Meta Ads can work amazingly well for B2B