Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a lead-generation business in this space actually involves.
Long cycles, multiple stakeholders, and a gap of 60 to 90 days between the click and the contract. Any measurement that stops at the demo booking is measuring the wrong thing. Pipeline value has to flow back into the ad platforms or bidding optimises toward people who book demos and never buy.
What I report on: Cost per qualified demo, tracked through to closed revenue.
Search intent beats social intent decisively in B2B, which surprises founders who expect Meta to work like it does for eCommerce. Job title targeting is unreliable and expensive. Free trial signups are a poor optimisation target.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for B2B SaaS.
Because B2B buying is intent-driven and Meta is interruption-driven. It works well for retargeting and account warming, less well for cold acquisition.
Qualified demos that reach pipeline, imported back from your CRM. Optimising to raw signups trains the algorithm toward the wrong people.
Offline conversion import and longer attribution windows, plus patience in judging campaigns. Six weeks is not enough data in B2B.
Often yes, carefully. It is expensive and invites retaliation, but the intent is exceptional when the landing page makes a genuine comparison.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Or switch platform: Google Ads. Full index on the sitemap.