B2B marketing isn’t exactly a walk in the park. It’s a long game, one where you’re not just fighting for attention but for decision-makers’ trust (and budget). 

Organic reach? That’s nice, but let’s not pretend it’s paying the bills. 

Cold outreach? Feels more like digital door-knocking at this point.

So, what actually works? Paid social. But not the spray-and-pray kind. We’re talking about conversion-driven strategies that add to actual revenue. 

So, if you want results, you need strategic moves that speak to the right audience at the right time. Below, we discuss the best paid social media strategies for B2B growth.

Boost Your B2B Growth With These Paid Social Media Strategies 

Social media marketing can increase traffic and generate leads, but only when done right. This might mean blending organic efforts with a paid approach. 

Whether you’re targeting IT directors, CFOs, or procurement teams, here are a few ways to use paid social media to get seen and, most importantly, chosen by decision-makers. 

1. High-Intent Retargeting With Competitor Traffic

Ever walked into a store, checked out a product, then left only to see ads for that exact product everywhere you go? That’s retargeting in action. 

The goal is to remind you that you were interested and you should probably come back. And guess what? It works.

The researchers at Stanford Business University highlight that “retargeted ads do affect consumer behavior.” They also noticed that ads shown to customers in the early stages of their buying journey (first week) were more effective. 

But what if you could retarget not just your visitors but your competitor’s potential customers? That’s where things get interesting. 

Using paid social, you can target people who’ve visited competitor websites (or engaged with their content) and bring them into your world instead.

Here’s what you can do. 

• Reach audiences who are actively exploring industry solutions. Platforms like Facebook let you set up broad interest segments, while LinkedIn’s company targeting helps you connect with decision-makers who follow top industry voices. This way, you’re reaching professionals who are open to exploring all options, including yours, without directly comparing or diminishing anyone else.
• Showcase your strengths with evidence-based content. Rather than making head-to-head comparisons, create content that highlights your unique value through real customer testimonials and success stories. This will help prospects understand why your solution might be the right fit for their needs.
• Introduce a welcoming offer for curious prospects. Encourage prospects to experience your solution with an exclusive offer. This isn’t about persuading someone to switch but inviting them to explore a new, potentially better way of achieving their goals.

2. Account-Based Advertising (ABA) With Personalized Content

According to the American Marketing Association, Account-Based Advertising “deploys personalized campaigns to engage each account based on its unique needs and characteristics.” 

This way, you’re putting your message directly in front of high-value accounts already primed for your solution.

Here’s how you may complement your efforts. 

• Laser-focus your targeting. Start by identifying high-value accounts. These are the companies that match your ideal customer profile. You can use LinkedIn’s Matched Audiences or Facebook’s Custom Audiences for the purpose. Further, intent data from platforms like 6sense or Demandbase lets you target specific job titles, departments, and individuals.
• Create hyper-relevant ads. Avoid generic banners. If you’re targeting a SaaS CFO, show them an ad about cutting software costs. If it’s a CMO, highlight how your platform increases ROI on ad spend. The goal is to make them feel like this ad was designed just for them.
• Use dynamic content to personalize at scale. Platforms like LinkedIn and programmatic ad tools allow dynamic ad insertion, meaning you can personalize ads based on company name or industry without manually creating thousands of variations. For example, a CFO at Company A and another at Company B might see the same ad but with different company names or messaging customized to their industry. Cool, isn’t it? 

• Sync ads with other touchpoints. ABA requires a coordinated effort. If your ad says, “How [Company Name] Can Optimize [Industry-Specific Challenge],” make sure your landing page continues that story. Follow up with a personalized email or a LinkedIn connection request for a seamless experience.

Pro tip: If an executive from your target account clicks but doesn’t convert, don’t let that interest go cold. Retarget them with a webinar invite or an exclusive whitepaper that directly relates to their role. 

3. Industry-Specific Thought Leadership Ad Campaigns 

Trust isn’t bought; it’s earned, and one of the fastest ways to earn it is to position your brand as the go-to expert in your industry. That’s where thought leadership ad campaigns come in.

The key is to offer exclusive insights no one else is talking about. Here’s an approach you may consider. 

• Find your industry’s burning questions. What are decision-makers actively struggling with? Look at platforms like LinkedIn discussions, Quora, and Reddit to uncover the biggest industry pain points. Your content should ideally answer these questions before your competitors even think about it. 
• Put your CEO, CMO, or top engineers at the front. Platforms like Twitter and LinkedIn favor content from real people, so running ads featuring key execs sharing sharp insights feels more authentic.
• Make it data-backed. A bland opinion won’t cut it. Use industry data to add weight to your claims. Even better? Run a study yourself and release exclusive findings through paid social ads. It positions your brand as the authority while competitors are still reposting generic “trends for 2025” articles.

4. AI-Powered Predictive Targeting for Lead Generation

Effective marketing requires reaching the right people at the right moment with messages that feel almost too relevant. That’s where AI-powered predictive targeting changes the game. 

IBM mentions that predictive AI uses “statistical analysis and machine learning to identify patterns, anticipate behaviors, and forecast upcoming events.”  So, instead of relying on past behavior alone, AI analyzes countless data points: 

• Browsing habits
• Engagement patterns
• Intent signals

Following this, it predicts who is most likely to convert before they even realize it themselves.

Consider, for instance, that you’re a B2B SaaS company selling project management software. You can use AI to analyze LinkedIn activity and industry trends to pinpoint companies that haven’t searched for you yet but are actively hiring project managers or scaling teams (meaning they’ll soon need better workflow solutions). 

You can then serve them customized ads across LinkedIn, Facebook, Twitter, or programmatic ad platforms. This will keep your brand front and center before competitors even enter the picture.

AI learns from past conversions and refines its targeting over time, which means your ads only get sharper, and you stop wasting your budget on people who were never going to buy in the first place. 

5. Social Proof Ads Featuring Customer Wins

Social proof ads work great because they remove the skepticism. When potential customers see real people achieving real results, the decision to buy feels less like a risk.

Below, we share some ways to implement these ads. 

“Before vs. After” Ads That Show the Transformation

Most brands talk about features. But smart brands highlight outcomes. Avoid saying, “We helped X company improve efficiency,” and visually show the transformation. 

Use a carousel ad with a “before” slide (chaotic spreadsheets) and an “after” slide (automated workflows, increased revenue). 

Let Your Users Run the Show

Instead of creating ads yourself, hand over the mic to your customers.

 Feature a short, engaging video of a real customer explaining how they solved a major pain point using your product. Even better? Run the ad from their LinkedIn or Instagram account instead of your company page. 

Drift, the conversational marketing platform, nails this strategy by running LinkedIn video ads from real users explaining how Drift improved their sales funnel. 

Leaderboard-Style Ads That Gamify Social Proof

You can take customer success and create competition out of it. 

For example, if you’re a sales CRM, consider showing the top three companies that increased their close rate the most. Users will enjoy being part of the competition, and you’ll have some solid social proof — a win-win for both. 

6. Native Lead Forms With Zero Friction

Friction kills conversions. Every extra step and every redirect is an opportunity for potential leads to drop off. However, native lead forms let users submit their information without ever leaving the platform. 

Here’s how to make the most of native lead forms. 

• Keep them short and sweet. Just because you can ask for a lot of information doesn’t mean you should. Stick to essential fields — name, email, and perhaps one qualifying question. LinkedIn Lead Gen Forms autofill user details, making it ridiculously easy to sign up.

• Pair with an irresistible offer. No one hands over their contact info for fun. Give them a compelling reason (a free industry report, an exclusive webinar, or a personalized consultation). 
• Follow up instantly. The faster you engage a lead, the better your chances of conversion. Set up an automated email or sales outreach within minutes of submission. On platforms like Facebook and LinkedIn, you can even trigger an instant thank-you message with a next step, keeping prospects engaged while they’re still interested.

Remember, zero friction = higher conversions. Make it effortless for leads to say “yes,” and they will.

7. LinkedIn Message Ads With Exclusive Event Invites

LinkedIn Message Ads let you land directly in your prospect’s inbox, cutting through the noise of crowded newsfeeds. When paired with an exclusive event invite, they become almost irresistible. Here are a few tips to keep in mind, however. 

• Make it feel personal. Use LinkedIn’s dynamic personalization (like first names and job titles) to craft messages that feel like one-on-one invites. Here’s how it may look like: “Hey [Name], as a [Job Title] at [Company], you’re exactly who we’d love to have at our upcoming [Event Name]. Here’s why it’s worth your time…”
• Create a sense of exclusivity. People love feeling special. So, position your event as invite-only or limited-access. Instead of “Join our webinar,” try: “Only 50 seats left for this insider discussion on [Topic]. Claim yours before we fill up!” After all, scarcity promotions are “powerful drivers.”
• Use social proof within your message. People trust events others are excited about. Consider mentioning notable attendees or highlighting past success. Let them know how many industry leaders joined the event last year and what you’re expecting this year. This subtle nudge reassures prospects that your event is worth their time.
• Follow up without being pushy. Not everyone will sign up immediately, and that’s okay. Send a polite, value-driven follow-up message a few days later: “Hey [Name], just wanted to check if you saw my invite. We’re bringing in [Big Name Speaker] to share exclusive insights on [Topic]. Let me know if you’d like a spot!” This keeps the conversation open without sounding desperate. 

8. Podcast Sponsorship Ads

Unlike traditional ads, where people tune out or skip ahead, podcast listeners are engaged, often multitasking while absorbing every word. That’s what makes podcast sponsorships so powerful.

You can collaborate with the host to integrate your brand naturally. A great approach here is host-read endorsements. 

Listeners trust the podcaster, so when they share a personal story about using a software or service, it carries real weight. A host can share how they struggled to manage their campaigns until they found your product. That authenticity makes all the difference.

Also, choose your podcast carefully. You don’t want high download numbers but the right audience. 

If you’re targeting B2B decision-makers, sponsoring a niche industry podcast is far more valuable than a mass-market one. And don’t just rely on mid-roll shoutouts. Many brands offer exclusive promo codes for listeners, which drive direct conversions.

Partner with the Best Video Marketing Agency in Chicago To Get Started

The most effective paid strategies don’t feel like ads at all. They feel like insight, like value, like something worth paying attention to. 

Nothing captures attention like video. At INDIRAP, a leading video production agency, we create videos that help you shape how an entire industry sees your brand. 

Whether you want thought leadership videos or behind-the-scene short-form videos, our experts create campaigns that don’t just reach but move the audience. If you'd like to learn more about how we can help you develop the best social media strategies for your brand, book a free, no obligation Discovery Call.