B2B Facebook Ads Benchmarks 2024

B2B Facebook Ads cost per click

At €1.80 per click, Facebook’s cost-per-click lands on the lower end of the B2B benchmarks. This might appeal to marketers looking for a platform that offers a balance between reach and cost, and compared to Google Search and LinkedIn it's the cheapest of the bunch.

B2B Facebook Ads cost per contact 

In terms of cost per influenced contact, Facebook reigns supreme at €157. Compared to LinkedIn, where the cost per contact soars 160% higher, Facebook's pricing offers considerable value for companies focused on lead generation. That’s no small feat, given the often lengthy and expensive process of nurturing a B2B lead to conversion.

For B2B marketers, this translates into more potential buyers entering the funnel for less money—an appealing proposition when you’re trying to maximize reach without burning through your budget. 

B2B Facebook Ads cost per company

While Facebook shines in cost-per-contact, the cost per influenced company tells a different story. Here, Facebook's price shoots up to €243, making it 76% more expensive than LinkedIn. What gives?

It’s likely a reflection of Facebook’s broad user base, which may dilute targeting efficiency when it comes to reaching key decision-makers at specific companies. So while Facebook may deliver a higher volume of contacts, LinkedIn delivers more relevant ones.

B2B Facebook Ads return on ad Spend

This is where Facebook stumbles hardest in the B2B space. With just a 29% return on ad spend (ROAS), Facebook lags behind all the major networks. In a world where LinkedIn, Google Display, and Google Non-Branded Search are achieving significantly better returns, Facebook looks like the least efficient option from a pure revenue-generation standpoint.

For businesses that prioritize hard numbers—actual return on investment—this could be a deal-breaker. Sure, Facebook may be less expensive when acquiring individual contacts, but if those contacts aren’t converting into revenue, the cost savings are irrelevant. 

B2B Facebook Ads web traffic 

When it comes to driving traffic, Facebook doesn’t have much to boast about. The platform is responsible for less than 1% (0.8% to be exact) of B2B website traffic, a stark contrast to the traffic powerhouse of Google, but comparable to LinkedIn’s 1.2%.

For companies whose primary goal is to get prospective clients onto their site and engaging with content, Facebook may feel more like a supplemental tactic than a core strategy. You’re not likely to see a massive influx of traffic from a Facebook campaign—at least not when compared to more search-centric platforms.

Are B2B Facebook Ads worth the investment in 2024?

So, is Facebook worth your B2B ad dollars in 2024? The answer depends on your objectives.

If your goal is lead volume, particularly at the top of the funnel, Facebook can be an efficient and cost-effective platform. It’s a great way to get your brand in front of more people for less money, especially if you’re operating at scale and need to generate large numbers of contacts. The platform’s low cost per contact makes it an attractive option for companies focused on filling the pipeline.

However, if you’re chasing decision-makers at specific companies or aiming for high returns on ad spend, you might want to reconsider. Facebook’s steep cost per influenced company and low ROAS suggest that it’s better suited as a complementary channel rather than a primary one for B2B marketers. 

It can widen your net, but it might not reel in the biggest fish.

As with all advertising, the key is balance. Facebook works best when paired with other networks—Google for search traffic, LinkedIn for high-quality B2B targeting—creating a diversified strategy that taps into the strengths of each platform.

In 2024, the real trick is knowing how to deploy Facebook ads in the right context. For B2B, that means seeing the platform as a lead generator, not a closer.