Keep your buying committee warm, at a tenth of LinkedIn's CPM.
Meta is a weak place to find B2B buyers cold. It's a brilliant place to keep reaching the people LinkedIn and Google already found. We run it that way, with lead quality trained on your CRM.
Free, 30 minutes. Leave with your Meta audience plan and a lead-quality check of what's running now.
Same buyers, after work, for a fraction of the price.
Your buyers don't stop being buyers at 6pm. Meta reaches them on Facebook and Instagram at a fraction of LinkedIn's cost, which makes it ideal for frequency, not for discovery.
Facebook retargeting cost per lead, against $166 for prospecting.
On LinkedIn it's the other way round ($234 vs $194). Meta is a retargeting channel first.
Metadata.io · 153 advertisers, 2025Cost per lead from static images on Facebook, against $225 for video.
Video builds the retargeting pool cheaply. Statics often convert it. We test both, by stage.
Metadata.io · 2025Meta's B2B return on ad spend, against 121% for LinkedIn.
Run alone and cold, Meta underdelivers in B2B. Run as the warm layer behind LinkedIn, it does a different job.
Dreamdata · 2026 benchmarksCheap leads are easy on Meta. Good ones take setup.
Most B2B Meta accounts we review fail in the same few ways. All of them are fixable.
Built like a consumer account.
- Cold "business decision maker" interest targeting
- One-tap instant forms with no questions
- Audience Network left on
- Optimising to whoever fills in a form
Built for a B2B sales team.
- Warm audiences: site visitors, LinkedIn engagers, CRM lists.
- Higher-intent forms with qualifying questions.
- Audience Network off, placements chosen on purpose.
- Optimised to qualified leads from your CRM.
Start warm. Earn the right to go cold.
We build Meta from the audiences you already have outwards, so every pound starts with people who've shown interest.
Retargeting pools
Site visitors, pricing-page visitors, video viewers and the traffic LinkedIn sends you, segmented by how recently and how deeply they engaged.
CRM and closed-won audiences
Customer and pipeline lists uploaded as custom audiences, and lookalikes seeded from closed-won deals, not from every lead.
Creative by stage
Founder and customer video to build reach cheaply, statics and carousels to convert. Facebook and Instagram tested separately, never assumed.
Lead-quality guardrails
Higher-intent forms, one or two qualifying questions, Audience Network off, and junk domains and job titles screened before they reach sales.
Measured against pipeline
Conversions API and CRM stages fed back to Meta, a "how did you hear about us" field, and opportunities by source. Not Meta's view-through numbers.
Teach Meta what a good lead is.
Meta's algorithm is excellent at finding more of whatever you count as success. Count form fills and it finds form fillers. Send back CRM stages and it learns to find buyers.
Meta's CRM-trained "conversion leads" optimisation asks for around 200 leads a month and daily CRM uploads. In Meta's own testing it lifted lead-to-quality-lead rates by 44%. Few sales-led SaaS accounts produce that many Meta leads, so we optimise to the deepest stage with enough volume, or to high-intent website events, and move deeper as data builds.
Sources: Meta Conversions API documentation; Meta Advantage+ leadsWhen Meta is worth it, and when to wait.
Meta needs warm audiences to work with. If you don't have them yet, we'll tell you, and build them on LinkedIn first.
You already have people to re-reach.
- Steady website traffic, much of it from LinkedIn or search.
- A customer or pipeline list to seed audiences from.
- A buying committee you want to see you more often.
- Content worth watching: customer stories, founder video.
You're hoping Meta will find buyers cold.
- Little traffic, so retargeting pools are tiny
- Expecting job-title targeting like LinkedIn
- Judging it on last-click demos alone
- No way to feed lead quality back from the CRM
LinkedIn finds them. Meta keeps them seeing you.
LinkedIn is the best place to reach a buying committee by title and company, and the most expensive. Once they've engaged, Meta keeps your story in front of them every week for a fraction of the cost.
When they're ready, they search your name and Google captures it. One team, one account list, one report.
- LinkedIn-driven site visitors retargeted on Meta
- Closed-won lists seed lookalikes across channels
- Frequency planned across LinkedIn and Meta together
- One report, against pipeline in your CRM
What we check first.
The issues we see most in B2B Meta accounts, roughly in order of how much they're costing.
- Cold interest targeting
- No customer exclusions
- Retargeting pools unused
- One-tap instant forms
- No qualifying questions
- Audience Network on
- Pixel only, no CAPI
- No CRM stages sent back
- View-through taken at face value
- LinkedIn ads reposted
- One ad running for months
- Same creative on FB and IG
One team across every channel.
We launched LinkedIn, Google, and Meta together and are now exploring GTM outbound with them as well. They really know their stuff and are super proactive; it genuinely feels like they're part of the team.
Really enjoyed working with KIIN. They managed our LinkedIn ads end-to-end and did a fantastic job. They were proactive in identifying issues and opportunities, continuously improving performance, and helping us build a robust growth engine that consistently generated weekly meetings with our ICP. Highly recommend working with them.
Meta works best as part of the system.
Media spend is paid directly to the advertising platforms and is separate from Kiin's management fee.
LinkedIn Ads
Management up to $10k a month in LinkedIn ad spend.
- Strategy and account architecture
- Campaign management
- Ad copy and creative direction
- Reporting and benchmarking
LinkedIn + Google
Full management across LinkedIn and Google Ads, as one system.
- Everything in LinkedIn Ads
- Google search: brand, high-intent and competitor
- CRM conversions fed back into bidding
Full Paid Media
LinkedIn, Google, Meta and Reddit, as one system. Where Meta lives.
- Meta
Not sure which mix you need? We'll recommend one on the call, with your benchmark in front of us.
Outbound
End-to-end outbound management, including the tooling stack.
RevOps
A separately scoped engagement, based on what the business needs.
Start with a 3-month pilot.
- 3-month initial engagement
- £4,000+ a month LinkedIn media budget
- Enough time and spend to establish real audience, creative and conversion data
Media spend is separate from Kiin's fee and paid directly to LinkedIn.
Questions buyers ask first.
Does Meta actually work for B2B?
As a retargeting and frequency channel, yes. As a way to find B2B buyers cold by job title, rarely. We run it as the warm layer behind LinkedIn and search, where it's cheap and effective.
Won't we just get junk leads?
Only if it's set up like a consumer account. Higher-intent forms, qualifying questions, Audience Network off and CRM stages fed back to Meta change what the algorithm looks for.
How much should we spend on Meta?
Usually a modest share of the budget, sized to how big your retargeting and customer audiences are. Small pools burn out fast, so we size spend to frequency, not to a target.
Facebook or Instagram?
Both, tested separately. Instagram often performs better than people expect for B2B, so we let the data decide rather than assuming.
Video or static ads?
Both, by stage. Video builds cheap reach and retargeting pools; statics and carousels often convert them at a lower cost per lead.
How do you measure Meta's impact?
Conversions API and CRM stages, a "how did you hear about us" field, and opportunities by source over a long enough window. We don't rely on Meta's own view-through numbers.
Can you use our LinkedIn creative?
As a starting point for the message, yes. The ads themselves get rebuilt for Facebook and Instagram formats, which look and behave very differently.
Can you work with our in-house team?
Yes. Most clients have one. We slot in as the paid media specialists and work to your brand, content and sales processes.
Book a call. Leave with your Meta audience plan.
Your warm audiences
How big your site, LinkedIn and CRM audiences really are, and how much Meta spend they can carry before they burn out.
A lead-quality check
What your forms, placements and tracking are teaching Meta to find, and whether it's worth running at all yet.
Your first three fixes
The changes that would improve lead quality most, ranked by how much spend each one touches.
Running Meta already? We'll review what's live. New to it? We'll size your warm audiences before the call.
Also running LinkedIn? Benchmark it free →