12 Minute Read
Posted by SocialSellinator Team on May 3, 2023 3:10:00 PM

If you're like me, you're always on the lookout for the most effective ways to reach your target audience and achieve your B2B marketing goals. In this article, we will explore two popular social media platforms that have been the talk of the town regarding B2B advertising - LinkedIn Ads and Facebook Ads. We'll dive deep into their unique features, user demographics, and pricing options to determine which is of greater worth for your B2B marketing.


The Power of Digital Advertising in B2B

Before we jump into the nitty-gritty, let's take a moment to appreciate the importance of digital advertising in the world of B2B. With most businesses operating online, being visible and generating leads have become more crucial than ever. Digital marketing channels, such as LinkedIn and Facebook, allow us to reach a diverse range of potential clients and target business owners in a way that traditional marketing methods can't achieve.

LinkedIn Ads: The Professional Networking Powerhouse

LinkedIn began its journey as a professional networking platform designed to connect like-minded people and facilitate career-related discussions. Today, it has evolved into a powerful advertising platform, offering a wide range of ad formats and detailed targeting options that cater specifically to the needs of B2B marketers.

Demographics and User Base

LinkedIn boasts a user base primarily comprised of professionals, decision-makers, and business owners. This makes LinkedIn an excellent platform for targeting people based on their job titles, company size, and household income. If you're looking to connect with professionals and generate high-quality leads, LinkedIn is worth considering.

Ad Formats and Targeting Options

LinkedIn advertising offers an array of ad types, including sponsored content, dynamic ads, and lead ads. Each format caters to different marketing goals, whether it's boosting post reach, generating leads, or promoting career pages.

One of LinkedIn's key strengths lies in its targeting capabilities. You can target users based on their job title, company, industry, skills, etc. Audience expansion and lookalike audiences are also available, allowing you to reach a broader group of users who share similar characteristics with your existing customers.


LinkedIn Ads operate on a cost-per-click (CPC) or cost-per-impression (CPM) basis, depending on your advertising campaign goals. While the platform tends to be more expensive than Facebook, the higher cost often translates to better quality leads, making it a worthwhile investment for many B2B marketers.

Now that we have a solid understanding of LinkedIn Ads let's move on to Facebook Ads and see how it stacks up against its professional counterpart.

Facebook Ads: The Social Media Giant

As we continue our journey, let's turn our attention to Facebook Ads. Facebook has come a long way since its inception as a social media platform for college students. Today, it's a powerful advertising tool for businesses of all sizes, including B2B.

Demographics and User Base

Facebook's user base is undeniably massive, with billions of users worldwide. This diverse range of users allows businesses to tap into a vast pool of potential customers. The platform caters to people of all ages, interests, and professions, making it an excellent choice for reaching a broader audience than LinkedIn.

Ad Formats and Targeting Options

Facebook advertising offers a wide variety of ad formats, such as photo ads, video ads, carousel ads, and messenger ads. This plethora of options allow you to tailor your advertising campaign to your specific marketing goals, whether it's generating leads, increasing post reach, or engaging users with interactive content.

Regarding targeting, Facebook is a force to be reckoned with. The platform offers detailed targeting options, allowing you to target users based on demographics, interests, behaviors, and more. Facebook's lookalike audience feature can also help you find new potential customers who share similarities with your existing clients.


Regarding pricing, Facebook Ads typically have a lower cost per click (CPC) and cost per impression (CPM) than LinkedIn Ads. This makes Facebook an attractive option for businesses with limited budgets or those looking to optimize ad spend.

LinkedIn Ads vs. Facebook Ads: The B2B Showdown

Now that we have a solid understanding of both platforms let's compare them side by side and see which one emerges as the winner for B2B marketing.

Audience Reach and Targeting Capabilities

Demographics and job titles: LinkedIn excels in targeting professionals based on their job titles, while Facebook allows you to target a broader audience with diverse backgrounds.

Industry and company size: LinkedIn offers precise targeting based on industry and company size, making it ideal for reaching specific business owners and decision-makers.

Interest and behavior targeting: Facebook shines when it comes to interest and behavior targeting, providing a wealth of data for tailoring your ads to users' preferences and habits.

Ad Formats and Placements

Sponsored content and carousel ads: Both platforms offer sponsored content and carousel ads, but Facebook has a slight edge in terms of visual appeal and versatility.

Lead generation and conversion ads: LinkedIn's lead ads are tailored specifically for B2B marketing, while Facebook offers a broader range of conversion-focused ad formats.

Video and interactive ads: Facebook takes the crown for video and interactive ads, with its extensive suite of creative formats designed to capture users' attention.

Cost and ROI

Average cost-per-click (CPC) and cost-per-impression (CPM): Facebook generally has a lower CPC and CPM compared to LinkedIn, making it a more budget-friendly option.

Conversion rates and cost per lead (CPL): LinkedIn tends to generate higher-quality leads with better conversion rates, which can justify the higher CPL.

Budget optimization and scaling: Both platforms provide tools for optimizing your ad spend, but Facebook's more extensive targeting options and lower costs make it easier to scale your campaigns.

Advantages of LinkedIn Ads

As a B2B marketer, I've come to appreciate the unique advantages of LinkedIn Ads for B2B. Let's take a closer look at why this platform is a top choice for B2B marketing and the benefits of advertising on Linkedin vs Facebook. So, are Linkedin ads worth it?

Professional User Base and Industry-Specific Targeting

LinkedIn's professional user base sets it apart from other social media channels. Here, you'll find a focused community of professionals, decision-makers, and industry leaders, making it an ideal place to connect with your target audience. Plus, the platform's industry-specific targeting capabilities help you hone in on the exact professionals you want to reach, ensuring your ads are seen by the right people.

Higher Lead Quality and Conversion Rates

As a result of its professional environment, LinkedIn advertising often generates higher-quality leads than other platforms. Decision-makers and business owners frequent LinkedIn, which means your marketing efforts are more likely to result in meaningful connections and conversions. Ultimately, this can lead to a higher return on investment (ROI) for your ad campaigns.

Enhanced Credibility and Thought Leadership Opportunities

LinkedIn Ads can also help establish your brand as a thought leader in your industry. By sharing valuable, career-related content through sponsored posts or sponsored InMail, you can build credibility and trust with your target audience. Moreover, participating in LinkedIn groups and discussions can further enhance your brand's reputation and visibility among like-minded professionals.

Advantages of Facebook Ads

While B2B LinkedIn Ads are undoubtedly powerful for marketing, Facebook Ads should be noticed. Let's explore some of the advantages this platform brings to the table.

More extensive and More Diverse User Base

Facebook boasts a more extensive and diverse user base than LinkedIn, which means more opportunities to reach potential customers. While LinkedIn primarily focuses on professional networking, Facebook users come from all walks of life, giving you access to a broader audience. As a B2B marketer, this can help you uncover new markets and expand your reach.

Advanced Targeting and B2B Facebook Retargeting Options

Facebook ads B2B targeting capabilities are second to none. With the wealth of data available on the platform, you can create highly targeted ad campaigns that speak to specific groups of users. Furthermore, Facebook's retargeting options allow you to re-engage users who have already interacted with your brand, increasing the likelihood of conversions and generating more leads.

Lower Costs and Potential for Higher ROI

Finally, the lower cost per click (CPC) and cost per impression (CPM) of Facebook Ads make it an attractive option for businesses looking to maximize their ROI. With lower initial investment, you can test multiple ad formats and targeting strategies to find the most effective approach for your specific marketing goals.

Factors to Consider When Choosing Between LinkedIn Ads and Facebook Ads

As you weigh the pros and cons of Facebook vs Linkedin Ads for your B2B marketing strategy, there are several factors to keep in mind. By carefully considering each of these aspects, you'll be well on your way to crafting a successful campaign.

Business Goals and Objectives

First and foremost, consider your marketing goals. Are you looking to generate leads, boost brand awareness, or establish thought leadership? Depending on your objectives, one platform may be better suited than the other. LinkedIn Ads excel in professional networking and lead generation, while Facebook Ads can be highly effective in reaching a wider audience for brand awareness purposes.

Target Audience and Industry

Understanding your target audience is crucial when choosing between LinkedIn Ads and Facebook Ads. Consider factors like job titles, industries, and company sizes. LinkedIn's professional user base may be more advantageous for targeting decision-makers and specific sectors, while Facebook's diverse user base allows for broader targeting opportunities.

Budget and Resources

As you plan your campaign, it's essential to consider your budget and available resources. While LinkedIn Ads can deliver quality leads, the cost per click can be higher than Facebook Ads. On the other hand, Facebook Ads offer lower costs, potentially leading to a higher return on investment. Consider your overall marketing budget and the resources you must allocate to each platform.

Testing and Optimization Strategies

Lastly, take into account the importance of testing and optimization. Both platforms provide detailed analytics and targeting options, making it possible to fine-tune your campaigns for maximum impact. Experiment with different ad formats, targeting options, and creative elements to determine which platform delivers the best results for your objectives.

Key Takeaways and Recommendations

  1. Align your marketing goals and objectives with the platform best suited to achieve them. LinkedIn Ads may be the better choice for lead generation and professional networking. To reach a wider audience and brand awareness, consider Facebook Ads.

  2. Understand your target audience and industry. LinkedIn Ads excel in targeting decision-makers and specific industries, while Facebook Ads allow for broader targeting opportunities.

  3. Consider your budget and resources. LinkedIn Ads typically have a higher cost per click but may yield quality leads, while Facebook Ads offer lower costs and the potential for higher ROI.

  4. Remember the importance of testing and optimization. Both platforms provide powerful analytics and targeting options, enabling you to fine-tune your campaigns for maximum impact.

Conclusion: LinkedIn Ads vs Facebook Ads for B2B Marketing

So, is linkedin advertising worth it? As we end this informative journey, let's recap the key points we've discussed on LinkedIn Ads and Facebook Ads for B2B marketing. Both platforms offer unique advantages and opportunities for businesses to reach their marketing goals. LinkedIn Ads provide a professional user base and industry-specific targeting, while Facebook Ads offer a more extensive and diverse user base with advanced targeting options.

The world of B2B marketing can be challenging, but with the right approach and a willingness to experiment, you can unlock the full potential of LinkedIn and Facebook Ads. Feel free to try new ad formats, targeting options, and creative elements as you explore these two powerful platforms. Remember, there's no one-size-fits-all solution, so take the time to find the right balance that drives results and helps your business grow.

As you embark on your B2B marketing adventure, be confident in your ability to make informed decisions, adapt your strategies, and ultimately, find success in the ever-evolving landscape of digital marketing. By keeping these key takeaways and recommendations in mind, you're well-equipped to harness the power of LinkedIn Ads and Facebook Ads to propel your business forward.

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SocialSellinator Team

SocialSellinator is a full-service digital marketing agency for startups, small and mid-size B2B/B2C businesses. Our clients benefit from increased brand awareness and leads, created by our data-driven approach to social media marketing, content marketing, paid social media campaigns, and search engine optimization (SEO).