Gone are the days when B2B marketing meant dry LinkedIn posts. B2B brands are now turning to paid social media campaigns as one of the most effective ways to reach decision-makers, generate qualified leads, and build lasting brand authority.
Fluid Commerce has a B2B paid social service, and in this article, we’ll explore how B2B marketers can harness the power of major paid social platforms: LinkedIn, Meta (Facebook, Instagram & WhatsApp), and TikTok. We’ll break down what each platform offers, how they perform across the funnel, and what to expect in terms of UK campaign costs and benchmarks.
LinkedIn - the precision powerhouse
LinkedIn remains the cornerstone of effective B2B paid social. Its targeting capabilities are unmatched, from job titles and seniority to industries, company size, and even specific employers. Unlike other platforms, LinkedIn users are in a business mindset, actively engaging with content that helps them do their jobs better.
Why it works:
- Highly granular targeting options
- Audience is professionally motivated and open to business messaging
- Ad formats designed for lead gen and thought leadership
Top-performing content types:
- Webinars
- Case studies
- Industry reports
- Whitepapers or gated assets
Best-performing LinkedIn ad formats:
- Lead gen forms
- Document Ads (perfect for sharing whitepapers or proposals)
- Conversation Ads (engage users directly in their inboxes)
UK benchmarks for LinkedIn campaigns:
- CTR: 0.70%+
- CPC: £4–£7 (a lower CPC isn’t always better — prioritise lead quality)
- CPL: £60–£120 (varies by industry and offer complexity)
- CVR: 6–9%
Meta (Facebook, Instagram & WhatsApp)
Traditionally a B2C stronghold, Meta has become a growing asset for B2B marketers , particularly for awareness, retargeting, and lead generation at scale. Meta’s sheer reach, combined with refined targeting options and affordable cost metrics, makes it ideal for B2B brands looking to stretch their media spend further.
Why it works:
- Over 3 billion users globally
- Advanced targeting (job titles, interests, behaviours, company data)
- Lookalike and custom audiences based on CRM or site traffic
- Ideal for top-of-funnel awareness and mid-funnel lead nurturing
Click-to-WhatsApp
This format is gaining popularity in sectors like construction, the property market, or recruitment, industries where fast, informal contact is preferred. Instead of filling out a form, prospects can start a conversation instantly, reducing friction and boosting conversion rates.
UK benchmarks for Meta campaigns:
- CTR: 0.50–0.60%
- CPC: £0.60–£1.90
- CVR: 8%+
- CPA: £15–£30
TikTok - B2B's rising star
While TikTok may not seem like the obvious choice for B2B, it’s increasingly being used to drive brand awareness, especially among younger decision-makers in tech, marketing, and startup spaces.
Why it works:
- Rapidly growing B2B communities
- Authentic, lo-fi video content resonates more with this audience than polished versions
- Strong potential for thought leadership and behind-the-scenes storytelling
Best uses for B2B:
- Brand storytelling
- Explainers or how-to content
- Product demos
- Founder-led insights
Conclusion:
At Fluid Commerce, we understand that successful B2B paid social isn’t just about placing ads, it’s about connecting with decision-makers in a meaningful way and turning that engagement into lasting growth.
We work closely with brands to shape tailored strategies across LinkedIn, Meta, and TikTok, blending precise targeting with creative that speaks to your audience. It’s all about reaching the right people, at the right time, with the right message.
By continuously refining campaigns and taking a full-funnel approach, we help B2B brands build authority, generate high-quality leads, grow revenue, and create a pipeline that delivers long-term value.
If you’re looking to make paid social a true driver for your business, we’d love to chat and explore how we can grow together. Contact us here and someone will get back to you as soon as possible, you can also find out more about our paid social service for B2B on this page.
