Facebook and Meta ads for B2B
If you’re reading this, there’s a decent chance you already tried Facebook ads for your B2B company, got a pile of cheap leads, and watched your sales team stop calling them by week three. That’s the normal outcome, and it’s not because Facebook doesn’t work for B2B. It’s because the audience was a guess and the goal was a form fill.
We’re one of the only Meta ads agencies that does exactly one thing: book B2B sales calls. We don’t run B2C checkout campaigns. We don’t run awareness. We don’t run app installs. Every audience, every ad, every form, and every dollar of spend is set up to produce the most booked demos per month, and that’s the only number we manage to.
Three things follow from that. The audiences are signal audiences: named companies that just posted a hire, filed a permit, or closed a round, pulled from public records and refreshed daily. We do run lead forms, but a form fill isn’t the result; our team works every lead by email and phone until it’s a meeting on your calendar or a no. And spend gets adjusted every morning against yesterday’s booked meetings. Ad spend goes on your card, billed by Meta. You don’t need to run our email to get any of this; the ads stand on their own.
Our clients
Recent opportunities booked with
IntentSignal has booked opportunities with Starbucks, Vimeo, Dollar General, Chargebee, Veeva, Gong, Greenhouse, ClickUp, Albertsons, Pluralsight, Lever, People.ai, Back Market, Everlane, Couchbase, Inspire Brands, Del Taco, Cinnabon, Church’s Chicken, and Erewhon.
Why most B2B Facebook ads fail
What we do and what we don’t
What a signal audience is
A signal audience is a Meta custom audience made of named companies that just showed a public reason to buy, matched by contact and company domain, and rebuilt every day as new signals fire and old ones age out. The signals come from our monitoring: job boards, permit portals, state and federal filings, funding announcements, storm data, review sites, across 26 industries, checked daily. That’s the part no other Facebook agency has, because it isn’t an ads capability. It’s a data operation we built for outbound and then pointed at Meta.
How we measure it
What it costs
How it runs
Meta ads for your industry
Facebook works differently by industry. In some, your buyer is on it every day. In others, it’s a retargeting layer and nothing more. Each page below says which.
Who runs your program
Kyle Rasmussen, co-founder. A top sales rep at Glassdoor, where he broke the company record for most meetings set in a single week, before leading sales at Talview and Chat Metrics. He has booked meetings with C-suite executives at accounts including Starbucks. Kyle designs every play; the system scales it.
Other ways to work with us
Cold email agency, if you want the same signal list emailed as well as advertised to.
Outbound agency, if you want email, LinkedIn, and phone with our team on the phones.
Lead generation agency, if you haven’t picked a channel.
Andrew Elsakr, co-founder. Founded Lyne.ai, one of the first AI personalization tools for cold email, and sold it in 2023. Andrew builds the audiences, the monitoring, and the follow-up system behind every paid ads program.
The two founders run every account personally, with no junior pods and no handoffs, and the client roster is kept deliberately small so results stay accountable month to month. IntentSignal clients averaged 30 booked meetings per month in June 2026.
Not listed? See all 26 industries or book a call.
Week one we set up or audit your ad account and pixel, agree on who you want and what counts as a conversion, and build the three audiences from the signal list and your CRM.
Week two we shoot or collect the creative: one on-camera video, two screenshot ads, and one case study card per audience. Ads are live by the end of the week.
Weeks three to eight the audiences and creatives rotate against each other. Every morning we check yesterday’s booked meetings against the target. If we hit it, spend goes up. If we missed it, it’s one of four things: the audience, the spend, the creative and offer, or the follow-up. We find which, fix it, and that’s what runs today.
The ad account stays in your name the whole time.
The management fee is priced per program, based on spend and how many audiences and creatives are in rotation. We’ll give you the number on the fit call.
Ad spend is billed to your card by Meta. We never hold spend, so there’s no markup and you can see every dollar in your own ad account.
You don’t need our email to run the ads. The signal audience comes from our monitoring, not from your inbox. If you do run both, setup is shorter and the retargeting audience fills faster.
We report reach, clicks, and cost per click because they’re the only way to tell whether the audience is actually being served. But they’re not the result.
The result is cost per booked meeting and cost per held meeting, measured off the calendar, not the pixel. Every day you get spend, meetings booked from the ad landing page, and, if you run our email too, meetings booked by email from companies that also saw the ads.
A B2B test needs six to eight weeks and somewhere around $3,000 to $10,000 a month in spend to produce a number worth judging. Shorter or smaller and you’re reading noise.
Meta removed most of its job-title and detailed B2B targeting in 2024. Every agency that says it targets decision makers is guessing from profile fields. We upload a list of the companies that just did the thing. That list turns into three audiences.
The signal list, uploaded as a customer list. Names and business emails from the outbound list. Business emails match worse on Meta than personal ones do, so we add the company domains and page engagers where they exist to get the match rate up.
The retargeting audience. Anyone from the signal audience who clicked, visited the site, or watched a video ad. If you also run our email, anyone who opened it goes in too. This is the one that produces meetings, because they’ve already seen the message once.
A lookalike from your closed-won customers. Built from your CRM, not from site visitors, so Meta models the companies that bought rather than the people who browsed.
If you run our email as well, the two hit the same companies the same month: the email about the permit on Monday, the ad about the permit on Thursday. That’s an add-on, not a requirement. The signal audience is the product either way.
We book B2B sales calls with Meta ads. That’s the whole business, and it’s a narrower business than almost any other Meta agency runs.
We don’t do e-commerce or checkout campaigns. We don’t do brand awareness or reach. We don’t do app installs, event RSVPs, or “engagement.” If you sell to consumers, we’ll tell you on the fit call and point you somewhere else.
The reason to be this narrow is that every part of a Meta account can be tuned for a different result, and an agency that runs checkout campaigns on Monday and B2B lead gen on Tuesday tunes for neither. Our audiences, our creative, our forms, our follow-up, and our daily spend decisions all exist for one number: booked demos per month. When you look at the log, that’s the number at the top, every day.
There are three reasons. Each one makes the next one worse.
The audience is a guess. Meta doesn’t know who’s a VP of Operations at a 200-person manufacturer. It infers job titles from profile fields most people never fill in, and it removed a lot of its detailed targeting options in 2024. Target “manufacturing” as an interest and you reach hobbyists, students, and line workers, plus the two buyers you actually wanted.
Nobody works the leads. Meta’s instant forms are prefilled and take two taps, so the algorithm finds people who’ll fill out forms, and a lot of them aren’t buyers. That’s fine if somebody calls every one of them inside ten minutes, sorts the real ones from the rest, and books the meeting. Almost nobody does. The form fills sit in a spreadsheet, your sales team calls the first twenty, gets three voicemails and a job seeker, and stops.
Measurement stops at the form. If the agency reports cost per lead, they’re reporting the cost of a form fill. What you need to know is cost per booked meeting and cost per held meeting, and most agencies never track past the platform.
None of that means Facebook is wrong for B2B. Owners of contracting firms, staffing agencies, and restaurants are on it every day. It works when the audience is a list of named companies rather than a guess at who might care.
What the ads say
Terms we use on this page
Tell us your market, your deal size, and whether your buyer’s on Facebook or this is a retargeting layer for an outbound program. We’ll tell you whether the channel fits, what the fee would be at your spend, and whether you should run email first.
Do Facebook ads work for B2B?
When the audience is a list of named companies that just showed a reason to buy, somebody works every lead, and you measure booked meetings, yes. When the audience is interests Meta guessed at and the leads sit in a spreadsheet, no. We only do the first kind. It's the only thing we do.
What's a good cost per lead for B2B Facebook ads?
It's the wrong number, because it prices a form fill. Ask for cost per booked meeting and cost per held meeting. Those depend on your deal size, and a $500 held meeting on a $30K deal is a good program.
How much should a B2B company spend?
Enough to get a readable number in six to eight weeks, which is usually $3,000 to $10,000 a month. Under that the audiences are too small to learn anything from.
Lead forms or a landing page?
Both, and we test which books more meetings for your audience. Lead forms get more fills for less money, and most agencies stop there, which is why most B2B Facebook leads never turn into anything. Our team works every form fill by email and phone the same day until it's a booked meeting or a no. The landing page has the calendar on it for the people who'd rather book themselves.
Can you target by job title on Facebook?
Not reliably. Meta infers titles from profile fields most people leave blank, and it removed a lot of detailed targeting in 2024. The way to reach a job title is to upload a list of the people who hold it.
Do we need to run your email to run the ads?
No. The signal audience comes from our monitoring, so the ads stand on their own. If you add email, the retargeting audience fills faster and the same companies hear from you twice in a week. That helps. It isn't required.
Who owns the ad account?
You do. We work inside your Business Manager as a partner. Spend goes on your card, and the pixel, audiences, and creative stay in your account when we're done.