When it comes to B2B marketing, choosing the right advertising platform can significantly impact your campaign’s success. LinkedIn Ads and Facebook Ads are two of the most popular options, each offering powerful tools to target audiences and drive leads. However, they cater to different user behaviors and serve different purposes in the marketing funnel. LinkedIn, known as the professional networking hub, is often favored for targeting decision-makers and professionals. Facebook, on the other hand, offers broader reach and more cost-effective targeting, even for business audiences. So, which one truly delivers better results for B2B campaigns? In this blog, we’ll break down the strengths and limitations of both platforms—comparing audience targeting, ad formats, cost-efficiency, and lead quality—to help you determine which ad strategy best aligns with your business goals. Let’s dive into the LinkedIn vs Facebook Ads debate for B2B marketers.
Audience Targeting: Precision vs. Scale
LinkedIn Ads:
LinkedIn is a professional network with over 1 billion users globally (2025). The biggest advantage for B2B marketers is its job-based targeting.
You can target users by:
- Job title
- Industry
- Company size
- Seniority level
- Skills
- Groups they belong to
Example: A SaaS company targeting IT Managers at Fortune 500 companies can zero in on exactly those roles and companies.
Facebook Ads:
Facebook (now under Meta) has over 3 billion monthly active users, but its targeting is more consumer-focused. While it does offer business-related targeting (like job titles, interests, or behaviors), it’s less accurate for professional segmentation.
Example: A B2B company selling to small business owners might target Facebook users based on behaviors like “Business Page Admin” or interests in entrepreneurship.
Winner (for B2B): LinkedIn – unmatched precision for professional targeting.
Cost: Quality vs. Quantity
Cost Comparison (2024 Averages):
| Platform | CPC (Cost Per Click) | CPM (Cost Per 1,000 Impressions) | Lead Cost |
|---|---|---|---|
| $5.26 | $33.80 | $75+ | |
| $1.72 | $14.90 | $30-50 |
Source: Wordstream, Influencer Marketing Hub, Databox 2024
LinkedIn Ads tend to be more expensive because of the high-value professional audience. But you’re often paying for better-qualified leads.
Facebook Ads are more budget-friendly, and with excellent ad creatives and funnels, they can drive volume at scale.
Winner (for budget-conscious campaigns): Facebook
Ad Formats & Engagement
LinkedIn:
- Sponsored Content (native in-feed)
- InMail messages (Message Ads)
- Lead Gen Forms
- Conversation Ads
- Text & Dynamic Ads
Best for: Whitepapers, webinars, high-value lead magnets, job recruitment.
Facebook:
- Carousel Ads
- Video Ads
- Instant Experience
- Lead Ads
- Retargeting via Facebook Pixel
Best for: Funnel-driven campaigns, remarketing, events, content promotion.
Engagement Tip: Facebook users are more passive when it comes to B2B offers, whereas LinkedIn users are already in a professional mindset.
Winner (for professional engagement): LinkedIn
Case Study: B2B SaaS Company Example
Company: CloudTask (B2B sales outsourcing)
- LinkedIn Ads: Targeted decision-makers in SaaS companies with Sponsored Content + Lead Gen Forms
- Result: $112 per lead, 12% lead-to-call conversion
- Facebook Ads: Used lookalike audiences and video ads
- Result: $43 per lead, 5% lead-to-call conversion
Insight: LinkedIn brought in fewer but higher-quality leads, while Facebook was better for top-of-funnel awareness.
When to Use Which?
| Scenario | Best Platform |
|---|---|
| Targeting C-suite or B2B decision-makers | LinkedIn Ads |
| Generating high lead volume on budget | Facebook Ads |
| Promoting whitepapers or webinars | LinkedIn Ads |
| Building email list via top-funnel ads | Facebook Ads |
| Nurturing warm leads with retargeting | Facebook (or Instagram) |
| Recruiting professionals | LinkedIn Ads |
Final Verdict: Which One is Best for B2B?
If your goal is lead quality, professional targeting, and brand authority, go with LinkedIn Ads—especially for industries like finance, SaaS, consulting, or tech.
If you want cost-effective lead generation, content promotion, or retargeting, Facebook Ads will give you broader reach and better ROI at the top of the funnel.
Pro Tip: Use both platforms together. Run awareness campaigns on Facebook and conversion-focused campaigns on LinkedIn. This hybrid strategy often yields the best results.
Conclusion
There’s no one-size-fits-all answer. The best approach depends on your audience, offer, and marketing funnel.
If you’re in B2B and have the budget, start with LinkedIn for high-quality leads. If you’re testing or running early-stage content, Facebook Ads can offer affordable scale. The smartest marketers use both—strategically.
