You should focus on these goals

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Facebook offers a wide variety of objectives for campaigns. These can generally be divided into three groups: awareness, consideration, and conversion. Of course, all three can be used in the B2B sector. However, not all are equally well-suited.

For example, there are the goals of product catalog sales and shop visits. These, like reach campaigns, are less suitable for targeting companies. Of course, the latter brings new, previously untargeted customers into focus. However, it's unlikely that a single contact will result in a conversion. In this case, further remarketing measures with high-quality content would be necessary.

Furthermore, there are some campaigns in the B2B sector that are only suitable for large afghanistan phone number data companies. Just think of elaborate video productions to later show moving images to potential customers. This whole process involves high costs and will likely be replaced in most cases by meaningful images and photos. App development falls into the same category and is even considerably more expensive. Therefore, advertising for more app downloads only makes limited sense.

But which campaigns should you invest in?
Brand awareness, traffic, lead generation, and conversion are goals that B2B companies should strive for. Specifically, these four goals form a so-called "funnel":

Brand Awareness > Traffic > Lead Generation / Conversion

One goal or step leads to the next and ends with the conversion.

Brand Awareness :
These campaigns aim to generate awareness and attract new, potential customers to the brand.


Quick purchases are unlikely, as it usually takes several touchpoints to convince a user. The optimal target group for this goal should therefore be very broad. Nevertheless, various characteristics should be incorporated. These could include location, age, and many other attributes. This pool can also include "lookalike audiences." These are target groups that resemble an existing target group. These could, for example, be people who resemble the fans of your own Facebook page, or a target group that resembles users who converted in one of your last campaigns.