Meta and LinkedIn, and why they differ
Meta and LinkedIn are the two paid social platforms most B2B advertisers consider, and they suit different jobs.
LinkedIn Campaign Manager lets you target by job title, function, seniority, company size and industry. That precision is the reason to use it, and clicks there usually cost more.
Meta Ads Manager covers Facebook and Instagram. Its targeting is built on interests, behaviors and lookalikes of your own customer lists rather than job data. It can work for B2B offers aimed at owners of small businesses, who use Facebook in their personal time.
Many advertisers test one before adding the other. The choice depends on who your buyer is and how much you know about them, and a provider should ask about both before recommending either.
Getting lead form data to the right person
Native lead forms on Meta and LinkedIn are easy to submit, but the data lands inside the platform. If nobody pulls it out, it sits there.
Part of paid social setup is connecting those forms to where your team works. Common routes include the CRM integrations that HubSpot, Salesforce and Pipedrive offer for Meta and LinkedIn lead forms, a connector tool that sends each submission to your CRM or a shared inbox, or a manual CSV download as a fallback.
The provider should test the connection with a real submission and check it again now and then, because integrations break when passwords or page permissions change. What happens after the lead reaches you, and how fast your team follows up, is up to you; see lead tracking and follow-up.
Brand material and approvals
Paid social uses far more visual material than search, so expect to supply some of it.
Useful starting material includes your logo in a few formats, brand colors and fonts, real photos of your work or team if you want them shown, short video clips, and any existing guides or checklists that could become an offer. Stock imagery can fill gaps, but ads tend to look generic without some of your own material.
Agree an approval routine early. Who signs off on ad copy and creative? How quickly can they respond? Are there claims, words or images your industry or counsel rules out? A short written list of dos and don'ts saves rounds of edits later.
Questions about paid social campaigns
Who owns the Facebook Page and ad account?
Your business should. The Page, Instagram account, ad account, pixel and customer lists belong in a Meta business portfolio owned by you, with the provider added as a partner. LinkedIn works the same way: your Company Page and Campaign Manager account, with the provider added as a user.
Can you produce the ad creative?
That depends on the service partner and the scope you agree. Some produce images, short video and copy; some adapt material you supply; some write briefs for your designer. Mention in your quote request what material you already have, and the partner will say how they would handle it.
How do lead form submissions reach my CRM?
Usually through an integration. HubSpot, Salesforce and Pipedrive offer connections for Meta and LinkedIn lead forms, and connector tools can send submissions to a CRM or shared inbox. A CSV download from the platform is the fallback. The connection should be tested with a real submission after setup.
Ready to hand off the setup? Send a short brief and get a quote. Nothing is agreed until you accept it.
Send your briefOther services
Paid search
Account audits, campaign structure and weekly upkeep for Google and Microsoft search ads, with a short report you can read quickly.
Pages behind your ads
A better destination than your home page: one offer, one form, and tracking that records each submission.
Conversion tracking
Google Tag Manager, GA4, the Meta pixel and the LinkedIn Insight Tag set up, tested and documented in your accounts.