Is it worth running Facebook and Instagram ads for a B2B company, or is that only for B2C?

Meta ads can absolutely work for B2B — decision-makers still scroll Instagram and Facebook — but the strategy is different from B2C. Instead of driving straight-to-purchase, B2B campaigns on Meta usually work best for building awareness, retargeting website visitors, and generating leads for longer sales cycles (through lead forms, webinar sign-ups, or downloadable resources), while LinkedIn typically handles more senior decision-maker targeting. The key with B2B on Meta is realistic expectations: it’s a pipeline-building channel, not usually a same-week-close channel like it can be for B2C e-commerce.