How To Utilize Facebook Remarketing Ads To Drive B2B Leads


If you’re like most online B2B advertisers, you may not always find success in converting users to sign up and enter your sales funnel at first impression.

While there are a number of successful new user acquisition strategies to implement and audience variations to test, Facebook remarketing campaigns tend to reel in leads at a higher rate and at a lower cost per.

If you have not yet tested remarketing as a part of your B2B lead generation strategy, read on and see if and how one, two, or all three of the following strategies can help drive high quality leads, improve your return on ad spend, and further propel your B2B marketing efforts.

Target Website Visitors with Lead Gen Ads

Targeting your website visitors with lead gen ads, using lead generation as the campaign objective while excluding preexisting leads and customers, is an effective method in reaching prospect leads and customers. These users are already familiar with your business but have yet to be enticed to provide you with their information during previous touch points.

Use this opportunity to reach these users with a lead generation ad type so that they can easily provide you their contact information, especially while on the go, on their mobile devices.

With these lead gen specific ads, test a variety of offerings in the ad copy that will benefit the user and will be worthwhile to them in exchange for their email.

Target Fans with Lead Gen Ads

Do you have at least 1,000 Facebook Likes on your Business Page? If so, test out a campaign targeting them with lead gen ads, as similarly mentioned in the previous example, while also exclude preexisting leads and customers.

These users found your business offerings interesting at some point and it is now time to re-engage these prospects and turn them into customers.

Target Website Visitors and Fans with Video Ads

Thirty seconds is all it takes. Max. If you have a free eBook, upcoming or on-demand webcast, intelligence report, service or tool trial run offer, stand out in the News Feed with a sneak peak or a demo in a brief video ad.

Then, using a strong call to action that’s different from your new user acquisition ads, send users to a remarketing specific lead gen form on your website, that’s different than the one these users may have previously visited.

Video ads are an effective, easy to digest, quick, and well converting Facebook ad option that’s worth testing. If you’re offering any of these assets in exchange for user business contact information, share enough to give them a taste and drive interest but not enough to give away the best of what you have to offer.

Final Thoughts

Regardless of what B2B services, products, or tools that you are offering, Facebook Ads can help you reach and even exceed your goals through new user acquisition and even more so, through remarketing lead generation campaigns.

Identify your audiences, showcase your value proposition, make it easy and worthwhile for the exchange in contact information to take place, and stand out in the News Feed by creating eye catching, problem solving, lead gen and video ads.

“The team at KoMarketing was great at listening to our organization’s needs to ensure they were on the same page with goals and objectives. They provided a clear path for getting to desired results, were fast and flexible when adjustments were needed and above all else, provided the highest level of client service. KoMarketing is a pleasure to partner with!”

Melissa Sopwith — Melissa Sopwith, Marketing Manager, Guidon Performance Solutions, a Teletech Company

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