Instagram ads for B2B
We run Instagram ads for B2B companies, and we do one thing with them: book sales calls. Instagram runs on the same Meta ad system as Facebook, with the same signal audiences and the same follow-up, so if you’ve read our Facebook page you know how the machine works. This page is about what’s different, which is who’s on Instagram, where the ad shows up, and what it has to look like.
The short version: Instagram is where the founders and the brand people are. A hardware founder who just raised. A marketing director in the middle of a product launch. An owner-operator under 45 who runs a growing company from her phone. An e-commerce brand that just outgrew its garage and needs a 3PL. If that’s your buyer, Instagram reaches them in a place Facebook doesn’t. If your buyer is a 58-year-old CFO, it mostly doesn’t, and we’ll say so.
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.
Who’s actually on Instagram, in B2B
Where the ad shows up, and why it changes the creative
The audiences
Which industries fit, and which don’t
Lead forms, follow-up, and the daily loop
Instagram ads for your industry
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 we work with B2B companies
Facebook ads, for owners and managers who run their day from a phone.
WhatsApp ads, for buyers who text more than they email.
Cold email, if you want the same signal list emailed as well as advertised to.
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 industries or book a call.
Same as every channel we run, and worth one paragraph so nobody has to go read the Facebook page. We run lead forms and a calendar landing page and test which books more. A form fill isn’t the result. Someone on our team messages and calls every fill the same day, sorts the founders from the students, and books the call. Every morning we check yesterday’s booked calls against the target. Hit it, spend goes up. Missed it, it’s the audience, the spend, the creative and offer, or the follow-up, and we fix the one that’s off before today’s ads run. Spend is billed to your card by Meta, the account stays in your name, and you don’t need our email to run this.
Strong fit: B2B SaaS selling to founders and growth teams, contract manufacturers selling to hardware startups, commercial printers and packaging companies, promotional products, food and beverage manufacturers selling to restaurant groups and DTC brands, fulfillment and 3PLs selling to e-commerce brands, payroll and PEO selling to companies making their first HR hire, merchant services selling to multi-location operators.
Workable, with a narrower audience: staffing agencies (hiring managers at younger companies), MSPs (owner-operators under 45), freight brokers (e-commerce shippers), VoIP and UCaaS, cloud partners (founders and VPs of Engineering at funded companies).
Thin, and the industry page says so: insurance brokers selling to CFOs, industrial distributors selling to plant managers, private credit selling to mid-market CFOs, building products selling to GCs, commercial contractors selling to property managers. For those, the Instagram page exists and is short, and it points at Facebook or email. Every industry below has its own page that says where it falls and why.
Same three as every Meta program, built from the same monitoring, with one difference in how they’re matched.
The signal audience: named companies that just posted the role, closed the round, announced the launch, or signed the lease, rebuilt daily. On Instagram, matching adds the company’s Instagram account and its founders’ public profiles, because that’s where the audience lives.
The retargeting audience: anyone from the signal audience who watched three seconds of a Reel, tapped a Story, visited your site, or, if you run our email, opened it.
The lookalike: seeded from your closed-won customers, not from site visitors, so Meta models the companies that actually pay you.
Facebook ads land in a feed between friends’ posts, and a 30-second horizontal video of you talking works there. Instagram ads mostly land in Reels and Stories, which are vertical, full-screen, sound-on, and gone in a swipe. The same video that works on Facebook fails on Instagram, because it’s the wrong shape and it starts too slowly.
So the creative is built for the placement. Vertical, nine by sixteen. The first second is the hook: the part on the bench, the founder saying the one line, the screenshot of the reply. Captions on screen, because half the audience has the sound off. Under 20 seconds for Stories, under 45 for Reels. And it has to look like it belongs there, which means it looks like something a person shot, not something an agency produced.
Three formats we run: You or your founder on camera, vertical, one signal, hook in the first second. “You just raised a Series A for a hardware product and haven’t picked a manufacturer for the pilot run. Here’s what we tell founders about that.” The thing itself. A machined part turning on a bench. A packaging sample being unboxed. A product screenshot with one line of text over it. Instagram rewards the object, not the pitch. The reply. A screenshot of a real message from a customer, name blurred, as a Story frame. “Yeah, send me the sample” from a brand manager is the most persuasive thing you can put on Instagram, and it takes ten seconds to make.
Not everyone. The real list is shorter than a generalist agency will tell you.
Founders. Especially at companies under 100 people, and especially hardware, consumer-facing, and creator-adjacent companies. A founder who just closed a round is on Instagram that night, and so is everyone who works for her.
Brand, marketing, and product leads. The people who decide on packaging, launch collateral, agency partners, and promotional products spend their working life looking at what other brands are doing, and they do it on Instagram.
Owner-operators under about 45. The second-generation owner of a food distributor, the founder of a staffing firm that started in 2019, the operator opening her third restaurant. They’re on Instagram the way their parents were on Facebook.
E-commerce and DTC brands. Every one of them is on Instagram, because it’s where they sell. When they need a co-packer, a 3PL, a packaging supplier, or a payments provider, the person deciding is scrolling Instagram between customer posts.
Who mostly isn’t: CFOs and controllers over 50, IT directors at 2,000-person companies, plant managers, most commercial property managers. For those buyers Facebook or email does the work, and the Instagram page for that industry says so.
Tell us your industry, your deal size, and who your buyer is. We’ll tell you whether they’re on Instagram, whether Facebook would do more for the same spend, and what the fee would be.
Terms we use on this page
Isn't Instagram the same as Facebook ads?
Same ad system, same audiences, different people and different placements. A Facebook ad reaches a 55-year-old property manager in her feed. An Instagram Reel reaches a 34-year-old founder between two other Reels. If your buyer is the first, run Facebook. If the second, Instagram reaches her somewhere Facebook doesn't.
Can we just reuse our Facebook video on Instagram?
You can, and it'll underperform. Facebook video is horizontal and can start slowly. Instagram video is vertical, full-screen, and gone in a swipe, so the hook has to be in the first second and the captions have to be on screen. We shoot for the placement.
Our buyers are CFOs. Should we bother?
Probably not with Instagram. The audience is thin and the cost per reach is high. We'd rather tell you that on the fit call and run Facebook or email for the same money. The industry pages for those verticals say the same thing.
Do we need to post on Instagram organically for the ads to work?
No. The ads run from your ad account whether or not your profile has posted in a year. A live-looking profile helps a little when a founder taps through, so it's worth a few posts, but it's not a prerequisite.
What does it cost?
The management fee is priced per program, based on spend and how many audiences and creatives are in rotation. Instagram creative costs a bit more to produce because every format needs a vertical cut. Spend is billed to your card by Meta. We'll give you the fee on the fit call.