Facebook and Instagram ads for SaaS, agencies and consulting firms
A Facebook Ads Agency For B2B Companies That Sell On Sales Calls
Most Facebook ads agencies are built for ecommerce. They chase cheap clicks and cheap leads, and in B2B that fills your calendar with people who were never going to buy.
We build and run Facebook and Instagram ads for B2B companies that win clients on sales calls: SaaS companies, agencies and consulting firms doing $1M or more a year. Success is one number, your cost per qualified sales call, and you see it every week.
Does Facebook Work For B2B?
It's the first question most B2B owners ask, and it's a fair one. Nobody opens Facebook to look for a software vendor or a consulting firm.
They don't need to. Facebook doesn't find buyers by what they search for. It finds them by who they are and how they behave, and the people who sign B2B contracts still scroll Facebook and Instagram every day. The ad's job is to stop the right person with a problem they recognise, then give them a reason to apply for a call.
Estately, a software company that sells to financial advisors, is the clearest example. Meta ads booked 478 demos, and paid ads grew from 0% to 33% of its revenue.
On the surface, social media feels like a bad place to market to financial advisors. It's certainly not the case. We've gotten high quality leads through Meta.
It doesn't suit every B2B company. If your whole market is a few hundred named accounts, or a new client is worth less than it costs to win one, Facebook is the wrong channel, and we'll tell you that on the first call.
Why B2B Facebook Ads Usually Go Wrong
Instant lead forms
Facebook's one-tap forms fill themselves in from the user's profile. They're cheap, and most of the people who send one never pick up the phone. Your ads send people to your own page and a short application instead.
Optimising for the wrong event
Tell Facebook that a click or a form fill is a success and it goes and finds more people who click and fill in forms. The booked call is tracked and sent back as the conversion, so Facebook looks for people who book.
Ecommerce creative
Discount codes and countdown timers don't move someone choosing a vendor their team will live with for years. B2B ads have to show you understand the buyer's problem as well as they do.
Reports with no pipeline in them
Cost per click and cost per lead can look healthy while sales stays quiet. The report you get starts at qualified sales calls and what each one cost.
What We Build And Run
Video and image ads
Written in the words your buyers use, aimed at the people who sign your contracts, and replaced with new ones as the winners wear out.
A landing page and application
A page that makes your offer clear, and a short application that asks about revenue and budget before anyone reaches your calendar.
The follow-up
Emails and reminders so the people who book turn up ready to talk.
Tracking to the booked call
Every ad, application and call is tracked back to the ad that produced it, through the Meta pixel and the Conversions API.
Once the ads are live, the account is checked every day. Budget moves to the ads that book calls, weak ads are cut, and new ones go into testing.
The Number Behind The Number
Cost per qualified call is the weekly number. The number your business runs on is what it costs to win a client, compared with what a client is worth over the time they stay.
That's why the application asks what a new client is worth to you. A firm whose clients are worth $30,000 can afford to pay far more for a call than one selling a $3,000 project, so the budget is set from your numbers, not from what a cheap lead costs.
Who Runs Your Account
I'm Jack Lauzon. I've managed $15M+ in ad spend, and I build and run every account myself.
The person on your first call is the person who writes your ads, builds your page and checks your account every day. Nothing is handed to a junior.
You're talking to the strategist and the person who's hands-on every single time.
The Offer In Plain Words
Ads live in 10 days
Your ads go live within 10 days of the kickoff call, or your next month is free.
7 days to decide
You have 7 days from the kickoff call to decide. Cancel inside them and receive a full refund, and everything built stays in your own accounts.
Month to month
After that it runs month to month. There is no long contract to get out of.
Frequently Asked Questions
Is Facebook or LinkedIn better for B2B?
LinkedIn targets job titles exactly, and its clicks usually cost far more. Facebook and Instagram reach the same people for less with looser targeting, so the ad and the application do the filtering. Plenty of B2B accounts use both. On the call you'll hear which one we'd start with for your market, and why.
How do you stop junk leads?
Every ad sends people to your own page and a short application, not a one-tap form. The application asks about their business and budget before they can book, so the people on your calendar can buy.
How soon are the ads live?
Within 10 days of the kickoff call, or your next month is free.
How much of my time does it take?
Very little. The ads, page and follow-up are written, built and run for you. You or your team take the sales calls.
Who actually runs my ads?
I do. The person on your first call is the person who builds your ads and checks your account every day. Nothing is handed to a junior.
What do I keep if I leave?
Everything. The ad account, landing page, application, tracking and ads are built in your own accounts from the start, so nothing has to be handed back.
How much does it cost?
It depends on what we build for you. We go through it on the call, once we've seen your offer and how you win clients today.
See If You Qualify
Answer a few questions. If it’s a fit, pick a time for a call about your ads.