Yes, Meta Ads works for B2B. In Uzbekistan, most entrepreneurs are on Instagram and Telegram, and with the right filter Meta brings a B2B company quality MQLs.
You often hear that "business owners don't see ads on Instagram." They do. The problem is that the ad is made in a B2C style and has no filter.
In short:
- Audience: interests + a filter in the lead form.
- Form: 8–10 questions that screen people.
- Creative: an expert's face, a problem and a number.
- Result: cheap MQLs are possible in B2B too.
What results has Meta given in B2B?
From our case studies:
- Loome (installment ERP): Meta Ads, a lead form with a 10-step filter. Request $0.16, MQL $0.41, 10+ sales.
- Parking24 (B2B SaaS): two campaigns — the main website and a demo request page. In 3 months, $3,240 in ads → 15 sales, average deal size $50,000.
- Profaber (ERP for furniture factories): 31 leads at $1.9 each in the first days after launch.
How do you set up the audience?
Exact targeting like "director" or "entrepreneur" is limited in Meta. So we use two layers:
- At the ad level — interests, location, age; sometimes we turn off Advantage+ and audience expansion so the algorithm doesn't go after a broad crowd.
- At the form level — 8–10 questions: industry, position, number of employees, problem. The filter does the main screening here.
What should the creative look like?
Three things work in B2B creatives: an expert's face, a specific problem and a number. "Automate your business" is generic. "Do you calculate cost price in Excel? Here are 3 mistakes" is specific.
Test many creatives. You can't know in advance which one will work. More: Creative testing.
Where do most people go wrong?
The mistake is advertising a B2B product with "discounts" and "promotions." That is B2C logic. An entrepreneur won't buy a $15,000 ERP for a discount.
The second mistake is limiting an instant form to a name and phone number. Leads are cheap, but there are no sales.
The right way is expert content, a form with a filter and a call on the day of the request.
Conclusion
In short, Meta works in B2B if you use it the B2B way.
- Set up a lead form with a filter.
- Make expert creatives with numbers.
- Test several campaigns in parallel.
- Call leads right away.
We adapt your Meta ads to B2B — book a consultation.
About the author. Safarmurod Abduroziqov is the founder and CEO of AURA Digital: 6 years in marketing, 50+ IT projects, ~$1M in managed ad budget. Telegram · LinkedIn
Frequently asked questions
Does Meta Ads work for B2B?
Yes. With the right filter and creatives it brings quality MQLs in B2B too: MQL $0.41 at Loome, 15 B2B sales in 3 months at Parking24.
How can you target entrepreneurs on Meta?
Use interests and location at the ad level, and do the main screening with 8–10 questions in the lead form.
Instant form or website — which is better?
Test both in parallel. At Parking24 we ran two campaigns: one to the website and one to a demo request page.
How much budget does Meta advertising need?
It depends on the industry and the goal. In our B2B projects we work with an ad budget of at least $1,000 per month.