Comparing Facebook Ads vs. LinkedIn Ads for B2B Marketing

Facebook vs. LinkedIn for B2B: The Ongoing Debate

It’s a showdown that won’t quit—Facebook or LinkedIn for B2B marketing? Marketers have been arguing this for years, and in 2024, the answer is still: it depends. That’s not a cop-out. It’s a signal to get smart about your audience, your goals, and how you measure ROI.

LinkedIn comes off as the obvious choice for B2B, and for good reason. The intent is high. People are there to network, learn, and grow professionally. For lead gen, thought leadership, and long-form content, LinkedIn tends to deliver quality over quantity. That’s especially true if you’re in a high-trust sector—consulting, tech, financial services.

But don’t sleep on Facebook. Its targeting tools are sharp, and its groups remain a hotbed for niche conversations. If you’re after volume, faster feedback loops, or already have an active audience there, Facebook can compete. Short, snappy video or value-packed posts can still pull weight—especially with retargeting baked into the strategy.

Ultimately, the better platform is the one your audience actually uses. Test both. Track leads, conversion costs, and engagement depth. B2B doesn’t mean boring, and the line between business and social keeps blurring. Just make sure the math works.

Short version? LinkedIn speaks business. Facebook drives scale. Choose based on how you sell—and who’s buying.

Facebook vs. LinkedIn: Who Wins for Reaching Decision-Makers?

When it comes to targeting decision-makers, most marketers automatically reach for LinkedIn. It makes sense—job titles, industries, company sizes, and seniority levels are all baked in. If you want your content in front of CFOs in manufacturing or directors in tech startups, LinkedIn gives you surgical precision.

But don’t count Facebook out. Its broader reach, interest-based targeting, and robust lookalike audience tools make it surprisingly effective—especially for awareness pushes. The platform has more scale, and when you train the algorithm well, your content ends up in front of users who think and act like your ideal buyer.

The real edge? Cost. Facebook’s CPMs often come in lower, and its ad formats can feel more native and less stiff than LinkedIn’s. For some brands—especially those with visual stories or softer offers—Facebook outperforms even in business contexts.

Bottom line: LinkedIn still rules for direct B2B targeting, but Facebook often wins on reach, flexibility, and price. Smart creators test both. The right platform depends on message, audience, and budget.

LinkedIn vs. Meta: Which Platform Performs Best for Video, Leads & Retargeting

Platform Capabilities: What Each One Does Better

When it comes to running full-funnel campaigns with video content, lead forms, and retargeting, both LinkedIn and Meta (Facebook/Instagram) offer competitive advantages—but not in the same areas.

Meta

• Video: Strong autoplay features and immersive formats (Reels, Stories)
• Lead Forms: Native lead forms with extensive audience targeting options
• Retargeting: Powerful pixel-based and engagement-based retargeting with broad reach

LinkedIn

• Video: Works best for B2B content such as thought leadership and industry insights
• Lead Forms: High-intent lead forms that convert well in B2B sectors
• Retargeting: Limited compared to Meta, but strong for job titles, industries, and company data

Engagement Styles: What Works Where

Messaging and formatting should adapt depending on where you’re reaching your audience. A copy-paste approach across platforms won’t cut it.

On Meta (Facebook/Instagram)

• Conversational tone tends to perform better
• Bold visuals, lifestyle-driven messaging, and urgency-based CTAs stand out
• Shorter videos (under 30 seconds) often outperform longer formats

On LinkedIn

• Professional tone with educational or insight-driven content wins
• Case studies, testimonials, and value-led posts drive leads
• Thoughtful comments and shares boost organic engagement

Case Insights: Company Page vs. Personal Brand Ads

A key difference in campaign structure lies in who delivers the message. Testing your creative across different origins can significantly impact results.

Company Page Ads

• Provide brand legitimacy and alignment with corporate authority
• Ideal for product promotions, hiring campaigns, or large-scale announcements

Personal Brand Ads

• Often outperform company ads in terms of engagement
• Feel more authentic and relatable, especially when the individual has a strong network
• Great for thought leadership, founder updates, or behind-the-scenes stories

Takeaway: For B2B success, a hybrid approach can work best—use company pages to build trust and personal brand profiles to spark conversation and credibility. Matching the platform’s strengths with the right content style and ad origin is key to maximizing ROI.

Who Charges More (And Is It Worth It)?

When it comes to ad spend, YouTube generally charges more than TikTok—but there’s a reason. On YouTube, the average cost-per-click (CPC) hovers between $0.05 to $0.30, depending on audience targeting and content category. Cost per 1,000 impressions (CPM) can range from $6 to $20. TikTok, on the other hand, tends to sit lower, with CPMs ranging from $1 to $8 and CPCs mostly under $0.10.

Is paying more on YouTube worth it? That depends on your goals. YouTube skews toward high-intent viewers—they’re sticking around for longer videos and are more likely to take action. TikTok, meanwhile, gives you cheaper reach but faster churn. Think volume over depth.

What’s great for creators is the budget flexibility. With $50, you can still run a meaningful, targeted campaign on TikTok. But if you’re planning a brand launch or extended promotion, YouTube’s higher cost may give you more bang for your buck in terms of long-term engagement.

The bottom line: cheaper doesn’t always equal better. Know what you’re trying to do and stretch your dollar where your audience lives and listens.

Facebook vs. LinkedIn: Traffic vs. Intent

If you’re vlogging with growth and monetization in mind, knowing how each platform performs is non-negotiable.

Facebook still pulls big traffic numbers. It’s great for reach, shares, and driving quick visibility—but the flip side is that the audience usually has lower buying intent. Think passive scrollers, not buyers. It works well for brand awareness, quick poll videos, and top-of-funnel engagement. If you’re trying to scale fast and cast a wide net, Facebook is your tool.

LinkedIn, on the other hand, won’t flood your feed with viral views—but the audience that does tune in is there with a purpose. Higher intent. Stronger leads. This makes it a favorite for vloggers in B2B, education, or consultancy spaces. Viewers are more likely to convert, book, subscribe, or act—if your video hits the right note.

Key metrics to focus on?

• Facebook: Watch-through rate, shares, and post reach. These show spread and surface interest.
• LinkedIn: Click-through rates, lead form fills, and engagement-to-action ratios. Here, it’s all about conversion.

Bottom line: play Facebook for volume, LinkedIn for value. Smart creators tailor their content—and expectations—accordingly.

Facebook and LinkedIn: B2B Funnels That Actually Work

If you’re in B2B and not treating Facebook and LinkedIn like a tag team, you’re leaving leads on the table. Facebook isn’t just for memes and comment wars—it’s still a powerhouse for brand awareness. It’s where you get seen, stay seen, and drop sharp retargeting that warms up people who’ve barely heard of you.

Then there’s LinkedIn. This is where conversations get serious. It’s built for direct outreach, high-ticket offers, and account-based marketing (ABM) plays. You land on LinkedIn when someone’s ready to talk, meet, convert.

The smart brands aren’t picking one—they’re building funnels that glide from Facebook to LinkedIn. Cold leads meet you on their feed. Warm leads get the message in their inbox. One platform starts the story, the other closes it. Done right, it’s a clean pipeline from scroll to sale.

Google Ads Adds Serious Power When Layered into the Strategy

Organic growth is great, but any serious vlogger playing for keeps in 2024 is looking at paid tools too. Google Ads isn’t just for ecommerce brands anymore—it’s a precision tool for creators who know their audience and want to scale reach fast. When paired intelligently with content drops, retargeting, and audience segmentation, it turns a steady trickle of views into torrents.

What makes Google Ads powerful isn’t just the volume—it’s the targeting. Creators can get hyper-granular, selecting keywords and audiences so their content lands in front of the right eyes at the right time. Viewers who click are often already in the mindset to subscribe, follow, or buy, which means better ROI than casting a wide net.

This doesn’t mean dumping money into ads blindly. Smart vloggers test creatives, run limited budgets while learning, and double down on what converts. When done right, Google Ads becomes a growth engine—not just a megaphone.

(Explore our guide: Beginner’s Guide to Google Ads: How to Launch Your First Campaign)

Your Audience Decides Your Channel

Forget the days of spraying content across every platform and hoping something lands. In 2024, where you post is just as important as what you post—and your audience should call that shot. If your followers are professionals hungry for industry takes, LinkedIn isn’t optional. If your fans lean casual or community-driven, Facebook still delivers reach others don’t.

Smart creators match content to the platform’s strengths. That sometimes means using YouTube for evergreen how-tos, TikTok for fast engagement, and Instagram for behind-the-scenes snapshots. It’s not about being everywhere, it’s about showing up where the impact is real.

Testing matters. So does tracking. Guesswork burns time. Instead, savvy marketers monitor what sticks, pivot when needed, and double down on traction. The platform war is real—but you only need to win where your audience already is.