Your buyers are on Facebook and Instagram too. We make sure the ones who fill in your form can actually buy.
PacedRevenue's Meta Ads service plans, writes, runs and measures Facebook and Instagram advertising for B2B companies. PacedRevenue builds audiences from customer lists, lookalikes and retargeting, uses higher-intent forms or conversion-ready landing pages, and follows up the same day. PacedRevenue connects Meta's Conversions API to the CRM, so Meta optimises for qualified leads and every deal is traced to its ad.
Meta gave us hundreds of leads.
Half the numbers didn't answer, and the rest had never heard of us.
The cost per lead looked great.
Then nobody booked a call, and the cheap leads turned out to be the expensive ones.
We can't target job titles like on LinkedIn.
So the ads went to everyone, and everyone filled in the form.
We never gave it a proper test.
Facebook felt like a place for trainers and takeaways, so the budget went elsewhere.
Start somewhere else if
Job titles on Meta are self-declared, so we start from what's certain: your customer lists, your website visitors, and lookalike audiences built from your best customers. Meta hashes customer lists before it uses them.
Meta explains lookalike audiences and how customer lists are protected.
People open Facebook and Instagram for something else, so the ad has to name a problem your buyer recognises in a second. We test images, video and copy against each other, and cut whatever doesn't book meetings.
Meta's higher-intent forms add a review screen before someone submits, and Meta says more multiple-choice questions typically bring better leads. We ask a few questions that separate buyers from browsers, so sales starts with a shortlist. When a page on your own site converts better, we build a conversion-ready landing page instead.
Meta describes its form types.
A Meta lead forgets fast. Every form goes straight to a named person on your side, with who they are and what they answered, so the first call happens while they still remember filling it in.
Meta's standard lead goal finds people likely to share their details. Its qualified leads goal finds people likely to convert, and since April 2026 new campaigns need the Conversions API to use it. We connect your CRM, so Meta learns from the leads that became meetings and deals.
Meta explains the qualified leads goal. Meta is one channel in our B2B lead generation service.
Meta's lead reporting stops at the form. We connect its Conversions API to your CRM, so each lead's later stages, the meeting, the opportunity and the win, go back to Meta. You see which ad produced revenue, and Meta learns who your buyers are.
£169
per meeting with a CxO, for My1Login
“We have 7 opportunities with CxOs in half as many weeks. The quality is high, exactly what we wanted.”
Mike Newman · Founder, My1Login
The My1Login case study“We don't have a marketing team. I am the marketing team. PacedRevenue gives us a marketing capability we simply don't have.”
“The approach is forensic and data-driven, working backwards from the numbers, not guessing. It's exactly how it should be.”
Anyone can make Meta produce leads. What separates these options is whether the leads can buy, and who finds out.
| Question | PacedRevenueMeta AdsSenior operators | Specialist agencyA good oneDeep channel team | In-houseYour marketerYour own hire | You with your AI agentClaude, ChatGPT or an ads agentYour time, AI's speed |
|---|---|---|---|---|
| Who decides who sees the ads? | Senior operators, building from your customer lists and best customers, with Meta's qualified leads goal doing the rest. | Their media team, often skilled with Advantage+ and broad audiences. | Your marketer, who knows the buyer and is learning Meta's tools as they go. | The agent, from your prompt. It launches fast and follows Meta's suggestions. |
| What will they report? | Cost per qualified meeting and per deal, every week, from your CRM through Meta's Conversions API. | Often cost per lead, sometimes qualified leads if the CRM is connected. | Whatever there's time to pull together. | What Ads Manager returns: reach, clicks, leads and cost per lead. |
| What happens after someone fills in the form? | It goes to a named person on your side the same day, and we check whether it became a meeting. | It varies. Some build follow-up sequences; some hand the lead over. | It depends who's free that day. | It lands in a sheet, and someone still has to call them. |
| What happens when a campaign isn't working? | It's cut within the week, and the budget moves to whatever is booking meetings. | Usually spotted at the monthly review. | It runs until someone notices. | The agent optimises to what Meta can see, and cheap leads look like success. |
| Am I locked in? | No. It runs month to month, and you can stop at the end of any month. | Often a fixed sprint or a minimum term. | A salary and a notice period. | No, and nobody is accountable for the spend either. |
Still weighing it up?
Book a callMeta Ads work for B2B when the targeting starts from what you know and the forms filter hard. Meta's apps averaged 3.60 billion daily active people in June 2026, so your buyers are there; the work is keeping the leads qualified. PacedRevenue builds audiences from customer lists and lookalikes and optimises for Meta's qualified leads goal.
Meta still documents job-title and employer targeting, but the job titles are self-declared and demographic options aren't available in every country, so they are less dependable than LinkedIn's. PacedRevenue leans on customer lists, website visitors and lookalike audiences instead, and uses LinkedIn when a campaign has to reach specific titles.
Meta's qualified leads goal shows your ads to people most likely to convert after sharing their details, rather than to people most likely to fill in a form. Since April 2026, new campaigns can only use it with a Conversions API integration. Meta's guidelines ask for at least 200 leads a month and daily uploads from your CRM.
Junk leads from Meta usually come from easy forms and broad audiences. PacedRevenue uses Meta's higher-intent forms, which add a review screen, asks qualifying questions, since Meta says more multiple-choice questions typically bring better leads, and optimises for qualified leads through the Conversions API, so Meta stops rewarding people who never pick up.
Meta sets minimum budgets by country and objective, and Ads Manager flags a budget that is too low. The real floor is learning: an ad set usually leaves Meta's learning phase after about 50 results in a week, so the budget has to buy that many leads at your cost per lead. PacedRevenue sets it with you after a call.
An AI agent can write Meta ads, launch campaigns and adjust budgets in minutes, and PacedRevenue uses AI for that work too. What an agent can't do on its own is judge whether a lead is a buyer, or teach Meta the difference without your CRM connected. If you only want ads produced cheaply, an AI tool will do that for less than we would.
Book a call. We'll look at your customer lists and your offer, and tell you straight whether Meta can reach buyers for you.
They scroll. You get the meeting.