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Key takeaways:
- Facebook has over 3 billion monthly active users, including many B2B (Business-to-Business) decision-makers.
- B2B campaigns on Facebook often cost less than on LinkedIn or Google Ads.
- The cost per lead (CPL – Cost Per Lead) in some B2B sectors is under $20 USD, with a conversion rate (CVR – Conversion Rate) exceeding 8%.
- 83% of B2B marketers use Facebook as part of their content strategy.
At Falia, we always recommend testing Facebook in a B2B PPC (Pay-Per-Click) strategy before dismissing it. Many companies see LinkedIn or Google Ads as the default B2B platforms but underestimate Facebook’s potential. When used properly, this platform generates B2B sales opportunities every week.
1. Your clients are definitely on Facebook
- 3 billion monthly active users, making Facebook the most widely used platform in the world (Statista).
- 74% of business decision-makers spend more time on Facebook than average users, which means executives are also very active there (RedMallard).
2. B2B Facebook Ads are often cheaper than LinkedIn
- B2B advertisers allocate around 11% of their total ad budget to Facebook (Dreamdata).
- The average cost per click (CPC – Cost Per Click) for B2B is around €1.80, which is significantly lower than on LinkedIn or Google Ads (Dreamdata).
3. Benchmarks for lead generation campaigns
According to WordStream (2024):
| Metric | Average (all industries) | Industrial & Commercial sector |
|---|---|---|
| CTR (Click-Through Rate) | 2.53% | 1.48% |
| CVR (Conversion Rate) | 8.78% | 12.03% |
| CPL (Cost Per Lead) | $21.98 USD | $16.95 USD |
These figures come from Facebook Ads benchmarks published by WordStream.
4. ROI recognized by B2B marketers
- 22% of B2B marketers report that Facebook delivers the best ROI (Return on Investment) among social networks (Cropink).
- 29% of marketers overall consider Facebook to be the most profitable platform (Cropink).
5. Strong adoption in B2B
- 83% of B2B marketers use Facebook as part of their content strategy (KlientBoost).
- 75% of B2B buyers use social media during their buying process (DemandSage).
Why test Facebook for B2B?
- Granular targeting (demographics, interests, purchase behaviors, etc.).
- CPC (Cost Per Click) and CPL (Cost Per Lead) often lower than LinkedIn, driving higher ROI.
- Decision-maker audience easily reachable with retargeting and lookalike audiences.
- Excellent for remarketing campaigns.
Summary
Facebook can deliver a strong ROI for B2B when campaigns are well-structured and tested with relevant messaging.
| Key point | Main data |
|---|---|
| Average CPC | ~$1.50–$1.80 USD |
| Average conversion rate (CVR) | 8–12% |
| CPL (Cost Per Lead) | ~$16–$22 USD |
| B2B adoption | 83% of B2B marketers use Facebook |
| Recognized ROI | 22% rank it #1 for ROI |
Need help testing B2B Facebook Ads?
Contact us to assess feasibility and identify the highest-performing audiences for your market.
