Insights, Marketing
founder of Rocket SaaS
Pretty much all B2B SaaS clients that I work with start by making the same presumption:
“I don’t think Meta ads will work for us as we’re B2B”.
“LinkedIn ads will be better as the audience is in a business mindset.”
Don’t be so dismissive.
When people used to go to the office five days per week, they would browse through Facebook and Instagram during their lunch breaks when they were trying to get a break from work.
Since the work-from-home revolution, without our boss looking over our shoulders, the increase of Facebook and Instagram usage has skyrocketed during business hours. Admit it, I know you’re guilty!
When people are chilling on the couch, procrastinating on Meta while they should be working, many will still be in a business mindset. Meaning they are more susceptible to engaging with your ad.
Clicking on a B2B ad to help improve the business definitely counts as working, so the guilt of lying on the couch is gone! And reading your landing page is a much more enjoyable task than writing that data analysis report.
Your audience is dedicating a substantial amount of their online time to Facebook and Instagram, far more than LinkedIn. Also, a decent chunk of your audience will not be on LinkedIn or actively use it, but they will be active on Meta.
Your cost per click (CPC) will vary on both platforms, depending on factors such as target audience, campaign objectives, and ad format. Meta ads are almost always more budget-friendly than LinkedIn.
I’m working with a B2B HR SaaS client now whose LinkedIn CPC is $11.09 while their Meta ads to the same audience is $3.11. That’s 72% cheaper!
For the same budget, Meta Ads will bring a lot more visitors to your website than LinkedIn ads. This means more people to retarget on both channels.
Give it a go. You might be surprised. Or if you’d like me to give you a quote to do the work, just send an email, it will come directly to me.
By Ryan James
Founder @ Rocket SaaS
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