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How to Target B2B Decision Makers on Facebook Ads

January 4, 2016 | Facebook Marketing

When it comes to targeting B2B decision makers, the options are now more plentiful than ever before, and LinkedIn immediately stands out for most since it’s become one of the most professional platforms for professional networking.

While LinkedIn has become widely regarded as the place to go for professional networking, Facebook Ads has a ton of targeting options that you can use to increase the likelihood that the people you want to see your content will see it—and not just hope that they stumble upon it elsewhere. In this post, we’re going to take an in-depth look at why Facebook Ads is so effective for being able to target B2B decision makers, as well as the most effective strategies to target B2B decision makers on Facebook Ads.

Let’s get started…

Why Facebook Ads Is Effective for Targeting B2B Decision Makers

Most people have a Facebook. This is already a good reason. However, not only do most people have a Facebook—most people check their Facebook regularly. This automatically makes Facebook Ads a strong contender as a strong targeting option for B2B decision makers. (Think about it: though LinkedIn is the professional network, how many people are logging in to the sight for in-depth perusal every single day?)

Facebook Ads is incredibly effective for targeting B2B decision makers not only thanks to their large audience and reach, but also thanks to their strong, complex targeting system—particularly when it comes to options like targeting by job title or position. This targeting system has specific options that, alone but particularly when combined, can help you get closer to your target audience than most (maybe even all) other platforms.

Common Goals of Businesses Targeting B2B Decision Makers

While “sales” and “profit” is always the ultimate, underlying answer for why you’re running any type of ad campaign, there are several common goals that most people marketing to B2B decision makers have in mind. Thinking about them specifically will enable you to create campaigns specific to those goals, which will help increase conversions. These goals include:

  • Building brand awareness and recognition
  • Building product awareness and recognition
  • Connecting with new potential clients & getting lead information
  • Drive sales

While these goals are all interlinked and have the ultimate goal of driving sales, you’ll have two very different campaigns for one that’s meant to purely get sales right now and one that’s about getting lead information.

How to Target B2B Decision Makers

Effectively generating sales and conversions through Facebook Ads requires that a lot of factors come together well—you need a strong image, good copy, and—of course—the right targeting.

When it comes to targeting B2B decision makers, it’s no surprise that targeting options like gender or age aren’t commonly used, and instead you’re seeing targeting revolving around job positions and industries people work in. Knowing how to chose and combine these targeting options well will put you in front of the decision makers that can have a big impact on your business.

There’s a few main targeting options that are extremely effective when it comes to B2B decision makers, all of which except location will be found under “more demographics” in the targeting section.

target b2b decision makers

These include:

  • Industry: This list is extensive, so whatever industry (or industries) your product is catered towards, you’ll have no problem finding it on this list. This targeting option can be found under the “Work” options, under “more demographics” and will allow you to target users within that industry. It’s a good starting place if your product is relatively (or very) industry specific.

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  • Job Titles/Seniority: If you’re looking to target the decision makers, you’ll want to go higher up in positions and seniority—those are going to be the people calling the shots. Targeting an executive chef or FOH manager, for example, would make more sense than targeting servers or prep chefs in a restaurant setting.
  • Interest Targeting: Interest targeting gives you a ton of great options, such as those interested in just about anything under the “Business and industry” category. There are a large variety of interests, including investment banking, digital marketing, web design, real estate, and more. Targeting users interested in what you do or users interested in a field your product or service is designed for, can put you in front of the B2B decision makers, particularly when it comes to niche campaigns that utilizes different unique interests within your main target audience.

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  • Business/Office Size: If you are looking to connect with businesses of a certain size, this targeting criteria is fantastic. You can target users that work in a small office or business, for example, and even those who work in a home office.

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  • Location: This one won’t apply to some, or even most, businesses targeting B2B decision makers, but you want to make sure that if your clients can only be in certain areas (including countries, states, and zip codes) that you’re only targeting users within that area. There’s no point, after all, in reaching users that you can’t take on as new clients.
  • Employers: Want to target a user within specific employer or business, such as Payless, or Staples, or Blue Cross Insurance? These are all big name examples, but if they have a Page on Facebook as a business, you can target those employed by them.

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While you do, in general, want to be careful not to layer on too many targeting options when it comes to most campaigns, layering several (or even all) of these options can put you in front of extremely specific people, maximizing your potential they’ll be seen by the decision makers you want to see them. When in doubt, you can run multiple campaigns with the targeting options adjusted, with some being omitted or added, and you can find what works best for your business and campaigns.

Final Thoughts

While Facebook Ads is an obvious choice for B2C marketers everywhere, it’s also highly effective for B2B businesses and marketers—particularly when you know how to target B2B decision makers accurately and quickly.

Do you use run campaigns to target B2B decision makers on Facebook Ads? What targeting options have you used? How did it work for you? Leave us a comment and let us know!



James Dickerson

Founder of CrushCampaigns

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