Facebook ads are often dismissed in B2B circles. Many business owners assume the platform is only useful for eCommerce, influencers, or consumer brands, while “serious” B2B marketing belongs on Google or LinkedIn. That assumption is understandable, but it’s also outdated.
In 2025, Facebook ads work extremely well for B2B companies in the UK, particularly service-based businesses. The issue is not whether the platform works. The issue is how it’s being used.
Why Facebook Is Still Relevant for B2B
Decision-makers are not confined to business platforms. Directors, founders, operations managers, and procurement leads all use Facebook and Instagram daily. They may not be actively searching for a solution when they are scrolling, but that does not mean they are unreachable.
Facebook operates differently from intent-based platforms like Google. Instead of capturing demand, it creates it. This makes it especially effective for B2B services where prospects are problem-aware but not yet solution-shopping.
For industries such as solar, construction, trades, professional services, and other high-ticket offerings, this ability to introduce a problem and position a solution early in the buying journey is extremely valuable.
The Real Reason B2B Facebook Ads Fail
When B2B Facebook ads don’t work, it is almost always due to strategy rather than platform limitations.
Many businesses treat Facebook like LinkedIn. They run corporate-looking ads, talk about their company instead of the customer’s problem, and expect people to convert immediately. Facebook users are not in a buying mindset, so ads that feel like sales pitches are ignored.
Successful B2B Facebook ads focus on relevance, not professionalism. They speak plainly, address real frustrations, and educate rather than sell.
What High-Performing B2B Facebook Ads Look Like
In 2025, the best-performing B2B Facebook ads follow a simple pattern. They start with a clear problem the target audience recognises. They explain why that problem exists. They then introduce a better way of approaching it.
Video content is particularly effective here. Short, direct videos that explain a common mistake or misconception consistently outperform polished brand ads. Authenticity matters more than production value.
Rather than pushing for a sale, these ads aim to start a conversation. Booking a call, requesting more information, or downloading something useful is a far more realistic next step for B2B buyers.
Targeting: How B2B Companies Actually Reach Decision-Makers
A common criticism of Facebook for B2B is that job title targeting is limited. While that’s true compared to LinkedIn, Facebook’s strength lies elsewhere.
B2B targeting works best when built around behaviour and intent signals rather than titles alone. Website visitors, video viewers, page engagers, and lookalike audiences based on existing leads often outperform cold job-title targeting.
Retargeting is especially powerful for B2B. Once someone has visited your website or engaged with your content, Facebook becomes one of the most cost-effective ways to stay visible during longer decision-making cycles.
Lead Generation vs Direct Sales
For most B2B companies, Facebook should not be used as a direct sales channel. Expecting someone to see an ad and immediately buy a high-ticket service is unrealistic.
Facebook works best at the top and middle of the funnel. Its role is to educate, build trust, and move prospects into a conversation. When paired with strong follow-up systems, this approach delivers consistent results.
At My Media Agency, we often see campaigns fail not because leads are poor quality, but because businesses respond too slowly. In B2B, speed-to-lead is a major differentiator.
Costs and Expectations in the UK
B2B Facebook ad costs in the UK vary by industry, but typical benchmarks in 2025 include cost per leads ranging from the mid-teens to higher figures for competitive sectors.
These costs are sustainable for most service businesses when the lifetime value of a client is considered. The key is qualification and follow-up. A smaller number of well-handled leads often outperforms a large volume of poorly managed ones.
How B2B Companies Can Improve Results
Improving B2B Facebook ad performance rarely requires drastic changes. Small strategic shifts often make the biggest difference.
Using video instead of static creative, simplifying messaging, focusing on one problem per ad, and implementing fast follow-up systems can dramatically improve conversion rates. Automation plays an important role here, especially for appointment-based businesses.
Bringing It All Together
So, do Facebook ads work for B2B companies in the UK? Yes, when they are used for what they are good at.
Facebook is not a replacement for Google or LinkedIn. It is a complementary channel that excels at building awareness, educating prospects, and keeping your business visible throughout long buying cycles.
For service-based B2B companies willing to adapt their messaging and strategy, Facebook ads remain one of the most scalable and cost-effective ways to generate consistent enquiries in 2025.
If you want to turn Facebook ads into a reliable source of qualified B2B conversations, My Media Agency helps UK businesses combine video content, paid social, and automation to make that happen.
Outbound Link: https://www.facebook.com/business/ads