B2B SAAS META ADS AGENCY

The B2B SaaS Meta ads agency that turns Facebook and Instagram into pipeline.

We don't just run Meta ads. We build the strategy, produce the creative in-house, and connect every Facebook and Instagram campaign to CRM pipeline. Senior strategists. No e-commerce playbooks.

Book a call

See our results

Managing $2.3M+ in monthly ad spend for B2B SaaS companies

Case study

Managing $2.3M+ in monthly ad spend for B2B SaaS companies

Case study
Case study
Case study
Case study
Case study

Managing $2.3M+ in monthly ad spend for B2B SaaS companies

Case study

“Hey Digital helped us prove paid ROI to our CRO and leadership.”

Elizabeth Thorn

Head of Marketing

Paid social

Paid search

Landing Pages

What we did

52%

reduction in ad spend

159%

increase in deal value

Read full results

52%

reduction in ad spend

159%

increase in deal value

Read full results

Most B2B Meta advertising fails because you're running it like LinkedIn or not running it at all.

Your ICP is on Meta. But reaching them requires a different approach than LinkedIn or Google. Most B2B teams either ignore Meta or treat it like a cheaper LinkedIn. Both are wrong.

You've written off Meta as a B2B channel.

Your entire paid social budget goes to LinkedIn. Meta reaches the same decision-makers at a fraction of the CPC.

"We've always assumed Meta was for ecom.  Our whole paid social budget is LinkedIn."

VP of Marketing

You've written off Meta as a B2B channel.

Your entire paid social budget goes to LinkedIn. Meta reaches the same decision-makers at a fraction of the CPC.

"We've always assumed Meta was for ecom.  Our whole paid social budget is LinkedIn."

VP of Marketing

You tried Meta once. It didn't work.

But the problem wasn't the platform. It was broad targeting, cold audiences, and creative that wasn't built for it.

"We ran Facebook Ads for a month. The leads were terrible. We pulled the budget."

Head of Demand Gen

You tried Meta once. It didn't work.

But the problem wasn't the platform. It was broad targeting, cold audiences, and creative that wasn't built for it.

"We ran Facebook Ads for a month. The leads were terrible. We pulled the budget."

Head of Demand Gen

You can't prove what Meta's producing.

Low CPCs, decent CTR, but no pipeline data. Without CRM integration, you can't defend the spend.

"Meta shows 200 conversions this quarter. My CRO asked how many became opportunities.  I couldn't tell him."

Performance Marketing Lead

You can't prove what Meta's producing.

Low CPCs, decent CTR, but no pipeline data. Without CRM integration, you can't defend the spend.

"Meta shows 200 conversions this quarter. My CRO asked how many became opportunities.  I couldn't tell him."

Performance Marketing Lead

Your Meta ads are just resized LinkedIn ads.

Meta is visual-first. Corporate B2B creative gets scrolled past in half a second. Different platform, different playbook.

"We're running the same ads on Meta that we run on LinkedIn. Performance is flat and I don't know why."

Paid Social Manager

Your Meta ads are just resized LinkedIn ads.

Meta is visual-first. Corporate B2B creative gets scrolled past in half a second. Different platform, different playbook.

"We're running the same ads on Meta that we run on LinkedIn. Performance is flat and I don't know why."

Paid Social Manager

You don't know where to start with Meta Ads.

CPCs are a fraction of LinkedIn and the targeting is deep, but no one in-house knows B2B Meta.

"I know Meta could work for us. I just don't have anyone who knows how to make it work for B2B."

CMO

You don't know where to start with Meta Ads.

CPCs are a fraction of LinkedIn and the targeting is deep, but no one in-house knows B2B Meta.

"I know Meta could work for us. I just don't have anyone who knows how to make it work for B2B."

CMO

Whatever your situation, we've seen it before and know how to fix it.

Book a call

Whatever your situation, we've seen it before and know how to fix it.

Book a call

You've written off Meta as a B2B channel.
Your entire paid social budget goes to LinkedIn. Meta reaches the same decision-makers at a fraction of the CPC.
"We've always assumed Meta was for ecom.  Our whole paid social budget is LinkedIn."
VP of Marketing
You tried Meta once. It didn't work.
But the problem wasn't the platform. It was broad targeting, cold audiences, and creative that wasn't built for it.
"We ran Facebook Ads for a month. The leads were terrible. We pulled the budget."
Head of Demand Gen
You can't prove what Meta's producing.
Low CPCs, decent CTR, but no pipeline data. Without CRM integration, you can't defend the spend.
"Meta shows 200 conversions this quarter. My CRO asked how many became opportunities.  I couldn't tell him."
Performance Marketing Lead
Your Meta ads are just resized LinkedIn ads.
Meta is visual-first. Corporate B2B creative gets scrolled past in half a second. Different platform, different playbook.
"We're running the same ads on Meta that we run on LinkedIn. Performance is flat and I don't know why."
Paid Social Manager
You don't know where to start with Meta Ads.
CPCs are a fraction of LinkedIn and the targeting is deep, but no one in-house knows B2B Meta.
"I know Meta could work for us. I just don't have anyone who knows how to make it work for B2B."
CMO
Whatever your situation, we've seen it before and know how to fix it.
Book a call

OUR APPROACH

The Hey Digital Method:

How we run Meta ads for B2B SaaS.

Most Meta ads agencies hand you a campaign structure and a monthly report. We run a five-phase system that connects every Facebook & Instagram impression to qualified pipeline and revenue.

PHASE 1

Audit & Foundation

PHASE 2

Strategy & Architecture

PHASE 3

Creative & Messaging

PHASE 4

Launch & Structured Testing

PHASE 5

Optimization & Revenue Reporting

We audit the Meta account against how B2B SaaS buying works, not what Ads Manager says.

The output is a clear map of what's producing pipeline, what's wasting budget, and where the gaps are.

Includes:

Full review of campaign structure and creative performance

Conversions API setup so Meta optimizes on real business events, not clicks

Pixel event mapping to the actual funnel:

demo requests, trial starts, signups

CRM integration review: qualified leads fed back to Meta for lookalikes and exclusions

Competitive landscape: what other SaaS companies in the category run on Meta

52%

of Toggl’s spend drove clicks, not pipeline. Our audit showed this could be cut without losing deal volume.

PHASE 1

Audit & Foundation

PHASE 2

Strategy & Architecture

PHASE 3

Creative & Messaging

PHASE 4

Launch & Structured Testing

PHASE 5

Optimization & Revenue Reporting

PHASE 1

Audit & Foundation

PHASE 2

Strategy & Architecture

PHASE 3

Creative & Landing Pages

PHASE 4

Launch & Structured Testing

PHASE 5

Optimization & Revenue Reporting

We audit the Meta account against how B2B SaaS buying works, not what Ads Manager says.

The output is a clear map of what's producing pipeline, what's wasting budget, and where the gaps are.

Includes:

Full review of campaign structure and creative performance

Conversions API setup so Meta optimizes on real business events, not clicks

Pixel event mapping to the actual funnel:

demo requests, trial starts, signups

CRM integration review: qualified leads fed back to Meta for lookalikes and exclusions

Competitive landscape: what other SaaS companies in the category run on Meta

52%

of Toggl’s spend drove clicks, not pipeline. Our audit showed this could be cut without losing deal volume.

Every Meta ad format that matters   
for B2B SaaS, managed as one system.

Format and placement selection is part of The Hey Digital Method. We build the mix that matches your ICP, funnel stage, and where your audience pays attention.

Facebook Feed Ads
The foundation of most B2B Meta campaigns. Static images, carousels, and video in the main feed. We use feed ads for retargeting (case study highlights, proof-point creative) and prospecting (pain-point creative, educational hooks).
Best for
Full-funnel campaigns, retargeting sequences, and landing page traffic.
Instagram Feed Ads
B2B decision-makers are active on Instagram. Feed ads work well for brand awareness and retargeting with strong visual creative, product screenshots, data visualisations, and short testimonial videos.
Best for
Retargeting, brand awareness, and visually-
driven campaigns.
Reels & Stories Ads
Full-screen vertical video between organic content. High attention, low CPM. We use these for 15-30 second hooks, founder testimonials, product demos, pain-point openers. Underused in B2B SaaS, which is exactly why they work.
Best for
Awareness, video prospecting, and reaching audiences competitors aren't targeting on Meta.
Carousel Ads
Multi-card format for sequential storytelling or stacking proof points. Feature breakdowns, case study summaries, "before/after" comparisons. Higher engagement than single-image for considered B2B purchases.
Best for
Product walkthroughs, case study snapshots, and multi-feature mid-funnel messaging.
Video Ads
In-feed video (30-90 seconds) for product demos, customer testimonials, and explainer content. Video viewers also become a retargeting audience feeding the funnel with engaged prospects.
Best for
Mid-funnel education, building retargeting
audiences, and customer proof content.
Advantage+ & Broad Targeting
Meta's machine learning campaign types that rely on algorithmic audience finding. These work best when your pixel has enough conversion data to optimise against. We deploy Advantage+ when the data supports it, not as a default.
Best for
Scaling prospecting once the pixel has sufficient qualified conversion data.

Facebook Feed Ads
The foundation of most B2B Meta campaigns. Static images, carousels, and video in the main feed. We use feed ads for retargeting (case study highlights, proof-point creative) and prospecting (pain-point creative, educational hooks).
Best for
Full-funnel campaigns, retargeting sequences, and landing page traffic.
Instagram Feed Ads
B2B decision-makers are active on Instagram. Feed ads work well for brand awareness and retargeting with strong visual creative, product screenshots, data visualisations, and short testimonial videos.
Best for
Retargeting, brand awareness, and visually-
driven campaigns.
Reels & Stories Ads
Full-screen vertical video between organic content. High attention, low CPM. We use these for 15-30 second hooks, founder testimonials, product demos, pain-point openers. Underused in B2B SaaS, which is exactly why they work.
Best for
Awareness, video prospecting, and reaching audiences competitors aren't targeting on Meta.
Carousel Ads
Multi-card format for sequential storytelling or stacking proof points. Feature breakdowns, case study summaries, "before/after" comparisons. Higher engagement than single-image for considered B2B purchases.
Best for
Product walkthroughs, case study snapshots, and multi-feature mid-funnel messaging.
Video Ads
In-feed video (30-90 seconds) for product demos, customer testimonials, and explainer content. Video viewers also become a retargeting audience feeding the funnel with engaged prospects.
Best for
Mid-funnel education, building retargeting
audiences, and customer proof content.
Advantage+ & Broad Targeting
Meta's machine learning campaign types that rely on algorithmic audience finding. These work best when your pixel has enough conversion data to optimise against. We deploy Advantage+ when the data supports it, not as a default.
Best for
Scaling prospecting once the pixel has sufficient qualified conversion data.

Facebook Feed Ads
The foundation of most B2B Meta campaigns. Static images, carousels, and video in the main feed. We use feed ads for retargeting (case study highlights, proof-point creative) and prospecting (pain-point creative, educational hooks).
Best for
Full-funnel campaigns, retargeting sequences, and landing page traffic.
Instagram Feed Ads
B2B decision-makers are active on Instagram. Feed ads work well for brand awareness and retargeting with strong visual creative, product screenshots, data visualisations, and short testimonial videos.
Best for
Retargeting, brand awareness, and visually-driven campaigns.
Reels & Stories Ads
Full-screen vertical video between organic content. High attention, low CPM. We use these for 15-30 second hooks, founder testimonials, product demos, pain-point openers. Underused in B2B SaaS, which is exactly why they work.
Best for
Awareness, video prospecting, and reaching audiences competitors aren't targeting on Meta.
Carousel Ads
Multi-card format for sequential storytelling or stacking proof points. Feature breakdowns, case study summaries, "before/after" comparisons. Higher engagement than single-image for considered B2B purchases.
Best for
Product walkthroughs, case study snapshots, and multi-feature mid-funnel messaging.
Video Ads
In-feed video (30-90 seconds) for product demos, customer testimonials, and explainer content. Video viewers also become a retargeting audience feeding the funnel with engaged prospects.
Best for
Mid-funnel education, building retargeting audiences, and customer proof content.
Advantage+ & Broad Targeting
Meta's machine learning campaign types that rely on algorithmic audience finding. These work best when your pixel has enough conversion data to optimise against. We deploy Advantage+ when the data supports it, not as a default.
Best for
Scaling prospecting once the pixel has sufficient qualified conversion data.

Retargeting, prospecting, and why the sequence matters.

Retargeting, prospecting, and why the
sequence matters.

Meta's algorithm needs data to find the right people and for B2B SaaS, "the right people" are a tiny subset of 3 billion users. How you feed the algorithm matters? That's why we figure out the right campaign sequencing for each account rather than following a single playbook.

When prospecting first makes sense.

Entering a new market, launching a new product, or low website traffic, sometimes leading with prospecting is the right call. Strong creative, tight audience definitions, and Conversions API data can give the algorithm enough signal without a retargeting runway.

When retargeting first makes sense.

If you have website traffic, an active blog, or a CRM full of unconverted contacts, starting with retargeting is often the strongest move. It generates results from warm audiences immediately, and every conversion teaches Meta's pixel what a qualified B2B buyer looks like, what we call pixel seasoning.

When you run both in parallel.

For accounts with existing traffic and a clear ICP, we often run both from the start, retargeting generates early pipeline while prospecting tests audiences at the top of the funnel. The two motions feed each other as data accumulates.

Retargeting first

Prospecting first

Parallel

What stays consistent regardless of sequence:

Audiences built from CRM data, not just interest targeting

Lookalikes built from closed-won deals, not email subscribers

Conversion events mapped to real pipeline actions, not page views

Creative produced in-house for Meta's formats

Strategy evolves with the data, budget shifts as we learn what works

We're not locked into one playbook. For many B2B SaaS accounts, retargeting first is the strongest starting point. But "many" isn't "all," and we'd rather get the strategy right than follow a formula.

IN-HOUSE CREATIVE

Ads built for B2B buyers scrolling Facebook and Instagram, not LinkedIn.

Ads built for B2B buyers scrolling Facebook
and Instagram, not LinkedIn.

Our in-house team ships new Meta creative every sprint: Reels, Stories, carousels, static ads, short-form video, and UGC-style content. Here's a sample of recent work.

See all of our work

Helply

Ready to scale your SaaS growth with Meta ads?

Book a call to join 200+ other B2B SaaS teams scaling with Hey Digital.

Book a call

RESULTS

The proof is in the pipeline.

Explore all results

56% increase in sign-ups
on paid social.

Structured paid social campaigns with in-house creative and CRM-connected optimisation.

Read the full story

56% increase in sign-ups
on paid social.

Structured paid social campaigns with in-house creative and CRM-connected optimisation.

Read the full story

56% increase in sign-ups
on paid social.

Structured paid social campaigns with in-house creative and CRM-connected optimisation.

Read the full story

Click here for more

Why B2B SaaS companies choose us for Meta ads.

200+ B2B SaaS paid social accounts managed. That's all we do.

Every decision comes from real SaaS accounts across project management, dev tools, HR tech, fintech, and martech. No e-commerce playbooks. No consumer campaigns repackaged for B2B.

Senior paid social strategists who own your Meta account.

A senior B2B SaaS strategist leads your account. They've scaled Meta for SaaS companies from Series A to Series C. They stay on the account. You explain your ICP once.

In-house creative built for Facebook and Instagram.

In-house creative built for Facebook
and Instagram.

Reels, Stories, carousels, static ads, and short-form video, built for how B2B buyers scroll on Meta, not LinkedIn. New creative every sprint.

Structured testing across audiences, formats, and placements.

Structured testing across audiences, formats,   and placements.

Sprint cycles, defined hypotheses, isolated variables, decisions on pipeline data. Every test documented and compounding.

Attribution that connects Meta ads to closed deals.

Fibbler and Factors trace a Facebook impression or Instagram tap to a closed deal months later. Pipeline generated, opportunities influenced, revenue attributed, CAC by audience segment.