I've personally managed Meta Ads for hundreds of brands big and small
Small audiences, long cycles and a form fill that means very little on its own. It works, but not the way ecommerce works.
Work withB2B accounts on Meta tend to fail for reasons that have nothing to do with the platform being wrong for B2B.
Someone tried Meta for a quarter, judged it on last click revenue against a six month sales cycle, and concluded it does not work.
The ads look like a trade brochure, which is fine on LinkedIn and invisible in a feed built for entertainment.
Your total addressable market is a few thousand companies, so the audience is small and fatigue arrives fast.
Four people influence the decision and your advertising speaks to one of them.
The mechanics are the same. The context, the timeline and the definition of success are not.
Someone searching for your category on Google is already in the market. Someone scrolling Instagram on a Sunday evening is not, which is precisely the opportunity. You are getting in front of people before they start comparing vendors, which is the cheapest moment to be remembered. Judged as a capture channel it will always look expensive.
The single biggest improvement in most B2B accounts is talking like a human being. Founder to camera, a customer explaining a problem in their own words, a genuinely useful observation. Corporate polish signals advertising, and advertising gets scrolled past. This is also why the work suits my way of operating: I make the content myself rather than routing it through three approval layers.
When your market is a few thousand companies, frequency climbs quickly and creative fatigue is a real constraint rather than a theoretical one. You need more variation and a faster refresh cycle than a consumer brand with millions of potential buyers. That is a production problem, which is exactly what AI is genuinely good at solving.
If it takes five months to close, a monthly ROAS report is meaningless. You optimise toward the earliest signal that reliably predicts revenue, then check quarterly whether that signal is still telling the truth. Anyone reporting B2B Meta performance weekly is reporting noise.
I've personally managed Meta Ads for hundreds of brands big and small
Campaigns, tracking and creative, plus an honest look at how you currently judge whether any channel is working.
Agree what signal predicts revenue in your business and get it flowing back to Meta, so optimisation matches reality rather than the reporting calendar.
Human, specific, made for a feed. Angles mapped to each person who influences the decision rather than just the budget holder.
A production rhythm that keeps pace with a small audience, so frequency does not quietly kill performance.
What founders say about working with John on Meta campaigns
What I value most is the honesty. John tells me when an idea won't work and why, rather than nodding along and billing me for it. He's genuinely part of the business now, not a supplier I chase for updates.
Sandra Roycroft-DavisFounder, Slimpod
We'd been told our category was too niche for Meta to work properly. John rebuilt our creative approach around who actually buys from us, and the difference was obvious within weeks. No jargon, no endless meetings, just work.
Jason GrimaFounder, Swallow Co.
For precise job title targeting, yes, and it costs accordingly. Meta reaches the same people far more cheaply but you have to earn attention rather than buy access to a professional context. Most B2B businesses I speak to should be doing both, with different jobs assigned to each.
Largely you do not, and increasingly that is fine. Your creative does the qualifying. An ad that names the role, the problem and the type of company filters more effectively than most targeting options ever did, and it keeps working as the platform removes them.
Longer than you would like, and roughly as long as your sales cycle. You will see leading indicators early, but judging revenue impact before a cycle has completed will give you the wrong answer in either direction.
The product being complicated does not mean the advertising has to be. You are not explaining the whole thing in fifteen seconds, you are earning enough interest that someone wants the longer explanation. Trying to communicate everything at once is the most common reason complex B2B ads fail.
Tell me what you sell, who signs off on it and how you currently judge whether marketing is working. I'll come back with an honest view on whether I can help.