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B2B is a complicated niche.
Digital advertising helps you stand out at the right time in front of the right people.
But B2B companies like yours must leverage the correct ad format to target decision-makers effectively and drive results.
For example, B2B search ads can increase brand awareness by almost 80%, but different ad types can be used in the B2B space.
And with so many advertising options available, it’s crucial to understand the strengths of each format.
Tailoring your ad strategy to suit the right platform and audience is key to standing out in a competitive marketplace.
You’re on the right page.
In this guide, we’ll cover:
P.S: B2B influencers can generate up to 520% ROI. If you're looking to tap into this strategy, inBeat.co's search engine can help you find the perfect influencers in your niche. Its powerful filters allow you to narrow down choices based on location, language, engagement rate, and more to ensure you connect with the right influencers for maximum impact. Book a demo today!
What are B2B Ads?
B2B vs. B2C Ads:
Top B2B Ad Formats:
B2B Messaging Strategies:
Alternative B2B Strategies:
Key Takeaways:
B2B ads (business-to-business ads) are advertisements designed to promote products or services from one business to another rather than to individual consumers.
Basically, these ads focus on the needs and pain points of the decision-makers you’re targeting.
The goal of B2B ads is to generate leads, drive sales, and even build relationships with businesses that can benefit from your offerings.
They appeal to decision-makers such as CEOs, managers, or procurement officers, which means the messaging is usually more rational and data-driven.
Below is an example of a B2B ad for Miro, one of our sister agency inBeat’s clients:
B2B ads differ from B2C ads in multiple ways.
To tailor your marketing strategies effectively, you need an agency that understands the differences listed below.
Basically, elements like the target audience, the length of your sales cycle, and the buying process make the final ads look much different.
So, here’s what to focus on:
B2B ads come in various formats, each designed to achieve specific business goals and engage target audiences effectively.
Below is an overview of the different types of B2B ad formats:
First, let’s explore some of the most effective B2B ad examples across different channels:
Social media platforms like Facebook, LinkedIn, and Twitter offer solid targeting options for B2B marketers.
They allow you to target specific job titles, business customers, and audience segments based on:
LinkedIn, in particular, is a top choice for B2B advertising due to its professional focus and extensive network of business decision-makers.
Facebook is also a solid channel for B2B because decision-makers frequently scroll through their personal feeds, engage with industry thought leaders, and discover valuable content.
That means you can reach and influence them throughout their buying journey.
Below is an example of Miro’s Facebook ad done right:
Pro Tip: One highly effective way to connect with the right audience on social media is through B2B influencer ads.
Platforms like inBeat.co allow you to find creators within your niche.
Google is a powerful search engine that helps you reach potential customers at the right moment when they are ready to make a purchasing decision.
These ads are essential for lead generation and have 3% to 6% conversion rates.
Some of the major types of B2B ads that can be featured on this platform are:
Out-of-home (OOH) advertising is a valuable format for B2B brands seeking broader reach.
Unlike digital ads, it targets customers in real-world locations like airports, stadiums, bus stops, etc., where they engage in daily activities.
Ads placed on industry blogs and websites can attract prospective customers who are already interested in industry-specific content.
Such ads build brand authority, drive targeted traffic, and result in higher engagement rates.
Here’s an example of how B2B ads on industry websites like TechCrunch look like:
Now, let’s explore various examples of B2B ads in different formats:
Video ads are highly effective in B2B marketing, specifically in formats like explainer videos, animations, and tutorials.
They help convey complex ideas or business solutions in a visual and engaging way, which engages users more effectively.
A study suggests that almost 70% of B2B buyers watch videos during their research process.
Image ads are standalone visuals usually paired with text overlays or infographics that help grab attention quickly.
Using these B2B ads can help you communicate key brand messages at a glance, especially on platforms like LinkedIn, Facebook, Twitter, and Google Display Network.
Pro tip: Use these free ad mockup generators for A/B testing to ensure you launch ads that yield the best results.
It’s really easy to create different types of image ads for different channels by simply changing their key elements.
Also, our specialists recommend you to prioritize A/B testing image ads first because they:
Here’s how easy it is to create a LinkedIn ad for an industrial cleaning provider by simply setting a few elements (ad format, tagline, caption, etc.):
Text-based ads remain an essential part of B2B marketing campaigns.
They are commonly found in search engines or social media platforms like LinkedIn and provide a clear, concise message that highlights pain points or calls to action (CTAs).
These ads target users in the awareness stage of the buyer journey by helping them find solutions to their challenges.
Pro tip: Not sure whether to use text ads or shopping ads for your next campaign? Try both and then evaluate your campaign’s success with these free marketing calculators.
For example, our free ROAS calculator shows you how your ad revenue compares with your revenue target and ad spend and if you’re, therefore, on track:
Carousel ads feature multiple slides through which you can present ideas or product features in a sequential format.
This interactive ad format is especially effective for showcasing a range of solutions or benefits.
It engages users, making them swipe through the content, which increases interaction and time spent with the ad.
B2B ads often rely on tailored messaging to resonate with their audience.
Below are examples of ads built around specific strategies:
Problem-solution ads are designed to address specific pain points that your target audience faces.
You can position your business as a helpful resource by identifying a challenge and offering a B2B product or service as the solution.
The key is to focus on the buyer journey and highlight how your offerings simplify their buying process.
OptiMonk does this right, focusing on a major problem (i.e., their clients’ conversion rates) and showing how that will grow after using their software:
News format ads work well for B2B brands looking to share important updates, product launches, or industry news.
It can also position your company as a thought leader in the industry and influence B2B buyers during their purchasing decisions.
Here’s a neat example:
How-to or tutorial ads are valuable for demonstrating the practical benefits of your products or services.
These ads guide business customers through a process by showing them how your solution addresses their needs.
A lot of B2B brands use this ad format because the B2B sales cycle is longer and, therefore, you need to invest in the TOFU part quite a lot.
Your prospects are decision-makers in companies so they need to see exactly how your products work before investing in them.
Listicle ads present information in an easy-to-digest, organized format, making them ideal for conveying multiple benefits or features of a B2B product.
The simplicity of the format helps capture attention and keeps potential buyers engaged.
Meanwhile, the clear, actionable content aligns with the goal of B2B marketing to educate and guide business customers.
Personal history ads leverage a narrative or case study to share how your company has evolved or helped customers succeed.
Basically, these ads allow you to build an emotional connection with B2B customers by showcasing your CEO, your employees, or an insider story.
This tactic is not extensively used, even though people buy from people in the B2B space as well.
You can monitor its success by using our free CPM calculator.
The advanced version will help you compare between different campaigns, too:
Review or testimonial ads showcase positive feedback from satisfied customers.
Social proof is a powerful motivator in B2B advertising, as prospective customers are more likely to trust a recommendation from someone in a similar position or industry.
Reverse testimonial ads take a creative approach by showcasing what happens when a potential customer chooses not to use your product or service.
This format is powerful because it captures the attention of potential buyers by tapping into their fear of missed opportunities or costly mistakes.
Tools ads highlight a resource that helps streamline workflows, improve decision-making, or simplify complex processes for the target audience.
A tool ad often includes an interactive element, such as a calculator, assessment, or decision-making guide, which encourages potential customers to engage directly with the product.
Comparison ads are a powerful tool in B2B marketing because they highlight the key differences between your product and outdated methods or competitors.
These ads often use visual elements like split screens, side-by-side comparisons, or detailed feature charts to show how a product improves efficiency, saves time, or drives better results.
Pro tip: These ads are great for the consideration stage of the B2B sales funnel.
Message ads are not just concise, but they attract attention fast.
This ad format creates curiosity because it looks like an actual, personal message.
These ads are great for B2B campaigns where you want to emphasize a unique selling point or an immediate call to action.
Even better, this type of ad works great in the TOFU, MOFU, and BOFU stages of the sales funnel.
It’s also easy to create, so you can optimize your marketing budget if you have a B2B startup.
B2B advertising is great, but you can consider other B2B strategies that can be effective in your marketing efforts.
These are:
Account-Based Marketing (ABM) is a highly targeted approach where you focus on specific high-value potential customers or accounts.
This strategy allows customizing content and messaging to the ideal customer at each stage of the buyer journey.
According to recent studies, 87% of B2B marketers using ABM report significant improvements in their B2B marketing campaigns ROI.
Content marketing is another effective B2B marketing strategy, and search engine optimization (SEO) is key to its success, as 66% of B2B buyers discover products via internet searches.
This strategy helps attract B2B audiences by creating relevant content, such as blog posts, whitepapers, and case studies.
Traditional marketing talks at people. Content marketing talks with them. (Doug Kessler, Co-founder of Velocity, a B2B content marketing agency)
Pro Tip: inBeat experts suggest using short articles and videos in your content marketing strategies as they are highly preferred amongst B2B marketers.
Whether virtual or in-person, events such as trade shows, webinars, and conferences provide direct opportunities to interact with business customers and influencers.
According to B2B marketing studies, around 31% of B2B buyers attend events to streamline their purchase purpose.
You can then create different types of content assets around this event.
SEMrush offers a solid example here with its Spotlight Conference.
The goal of B2B marketing on social media isn’t just to close a sale but to establish trust and credibility, which can ultimately influence purchasing decisions.
Paid campaigns and user-generated content are particularly effective in this regard, as they enable precise audience targeting through customer profile segmentation.
This allows you to tailor your messaging for maximum relevance and impact.
For example, Miro used influencers to promote its collaboration templates.
These specialists created their own valuable templates using Miro and then offered them for free to their audiences.
Pro tip: To optimize your paid social media campaigns, consider working with the top social media agencies. They leverage data-driven strategies to enhance performance and help you achieve the best possible return on investment (ROI).
Email marketing is crucial for nurturing leads in the B2B buying process.
You can move prospective customers closer to making a purchasing decision by sending targeted emails with clear CTAs and relevant content.
Furthermore, email marketing helps build and maintain relationships with current customers while offering them tailored offers, updates, and resources.
Studies show that 81% of B2B marketers rely on email newsletters as a key tactic for lead nurturing.
B2B ads play a critical role in helping B2B companies connect with their target audience and influence purchasing decisions effectively.
Whether it's through video content, email marketing, or targeted Facebook Ads, the goal is to deliver clear and impactful marketing messages that address the needs of business customers.
Use the marketing tools we discussed in this article, and you’ll maximize your B2B advertising ROI.
Key Takeaways:
If you're looking to streamline your B2B advertising efforts, inBeat.co’s comprehensive toolkit has you covered.
Our free paid marketing calculators let you track essential metrics like CPA (Cost Per Acquisition), CPM (Cost Per Thousand Impressions), and ROAS (Return on Ad Spend).
These tools empower you to make data-driven decisions and achieve better results—all without any cost.
