Strategy & Leadership
Creative & Build
B2B marketing diagnostic
Score your marketing across 10 dimensions.
30 questions. Personalized read of where you're strong, where you're leaking. Renders in three minutes.
Take the ScorecardIndustries we serve
Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
Read the case study
Paid Media · Meta Ads · Platform 03 of 04
Not for cold prospecting. For the retargeting and audience-expansion work that keeps a six-month sales cycle warm. Real product video on the line, real operator stories, real shop floor — the creative that outperforms stock by 2-3x on every Meta surface.
What we hear, going in
Two complaints we hear from B2B manufacturing leadership, almost weekly:
“Our agency wants us to run Meta for cold prospecting against industrial buyers. The CAC is wildly out of whack with the rest of the funnel.” What we hear from B2B marketing directors, most weeks
“Meta keeps optimizing for engagement. We need pipeline, not likes.” What we hear from manufacturing CMOs
Meta is a brilliant retargeting and audience-expansion engine for B2B. It is a terrible cold-prospecting platform for $40K capital purchases. The accounts that fail on Meta are running consumer-grade tactics — broad interest targeting, optimizing for engagement, expecting Meta to surface qualified buyers from scratch. The accounts that win use Meta where Meta works: warming the LinkedIn/Google-touched accounts, expanding lookalike audiences off real CRM lists, and giving the sales cycle a place to keep building.
How we run it
Three structural moves on most B2B Meta engagements.
Layer the campaign architecture as: retargeting (warm everyone who touched the brand) → lookalike (off real CRM closed-won) → broad prospecting (only when the funnel below it can absorb it). Most budget on retargeting; not the other way around.
Real shop floor, real operators, real cuts in 4K. Not stock B2B people-on-laptops. The creative that catches a buyer’s eye in the feed because it looks like the kind of equipment they spec, not like generic agency output.
Meta Conversion API server-side, plus offline conversion uploads tied to CRM stages. The attribution that survives iOS 14.5+ and the cookie deprecation cycle. So the algorithm optimizes for revenue, not pixel-fired form events.
Lookalikes seeded with closed-won customers, not just lead-form-fillers. Custom audiences refreshed monthly. The audience math that compounds instead of stagnating.
What you get
01
Visitor, video-view, engagement, and form-abandon retargeting layers. The warm-pipeline workhorse that does the most useful job on Meta.
02
Lookalikes seeded with closed-won CRM data, not lead lists. Custom audiences refreshed monthly. Real audience math.
03
Real product, real shop floor, real motion. 6s, 15s, 30s, 60s cuts. Vertical for Stories/Reels, square for feed, horizontal for landing pages. Same shoot, multi-format output.
04
Meta Conversion API server-side, offline conversion uploads tied to CRM stages. Pipeline-value optimization, not form-fill counts.
05
Real product photography, comparison carousels, application showcases. Built in-house from the same shoot library that powers the rest of the brand surface.
06
Dashboard wired to CRM stages. Cost-per-SQL, retargeting ROAS, lookalike performance over time. Monthly written readout.
A real story · A mid-size industrial OEM
A mid-size CNC plasma cutting equipment manufacturer came to us with paid media that was burning budget on broad-category traffic that wasn't converting. The previous setup chased clicks. Sales got overwhelmed with hobbyists and tire-kickers; the buyers this OEM actually wanted were three queries deep, not on the head terms.
We rebuilt paid search around spec-driven buyer queries. Cost-per-lead dropped, lead quality climbed, and pipeline-influenced revenue followed. Twelve-month total: +340% qualified leads on the same monthly spend.
See more case workView all →+340%
Qualified leads
12 months · Same monthly paid-media spend
-62%
Cost per qualified lead
Better targeting, not budget cuts
$487K
Pipeline sourced / month
Attributed to channel for the first time
FAQ · Meta Ads questions
If yours isn't here, the form is honest territory.
Talk to us about Meta AdsGet in touch →Yes — for retargeting and audience expansion. Not for cold prospecting against industrial buyers. The accounts that try to use Meta as a cold-prospecting channel for $40K capital equipment lose money. The accounts that use Meta to warm the LinkedIn/Google-touched audience win.
Because the ad platform is one platform. Facebook, Instagram, Messenger, Marketplace, Audience Network all live inside Meta Ads Manager. Same campaigns, same budget allocation, same conversion API. We optimize across surfaces.
We’ve run them when the math earns it — usually retargeting or specific industry communities. Most B2B manufacturer engagements don’t need them. We’ll tell you when they do.
Meta Conversion API server-side + offline conversion uploads tied to CRM stages. The attribution that survives iOS — we optimize against revenue, not pixel events.
We do, in-house, from the same shoot library that powers the rest of your brand surface. Real product, real shop floor, real operator. Not stock B2B.
$3-5K/month for retargeting-led architecture. Lookalike and prospecting layers add to that. Below that floor, the algorithm doesn’t get enough signal to optimize.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us about your current paid setup, your sales cycle, and what good looks like to your CFO — we'll tell you whether paid is the right lever to pull or whether something else moves first.