Optimizing B2B Campaigns: A Data-Driven Look at Channel and Audience Performance on Metadata.io

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Jason Barbato

With increasing complexity and competition across the B2B landscape, navigating advertising channels and campaigns can leave you guessing — and the stakes are as high as ever.

If you’re looking for more certainty and confidence with your own execution, consider the latest analysis and actionable insight from Metadata.io that will add precision to your practice.

Here’s what we’ve learned…

LinkedIn Stands Out: With a total spend of over $1.6 million, LinkedIn generated 13,095 leads and achieved an ROI of 17.17 for influenced opportunities. It’s clear that LinkedIn’s environment is highly optimized for native criteria ads, making it a gold mine for high-intent audience targeting.

Google Ads’ Effective Reach: Google Ads also showed strong performance, particularly for influenced opportunities, with an ROI of 18.17 and a relatively low cost per influenced opportunity at $756.45. This indicates its effectiveness at capturing later-stage prospects who are closer to making purchasing decisions.

Facebook’s Long-Term Influence: Despite a higher cost per MQL at $1,305.77, Facebook demonstrated exceptional ROI in influenced opportunities at 31.41, showcasing its strength in nurturing longer-term prospects that may not convert immediately but influence buying decisions over time.

No matter where you’re at with your own marketing journey, these patterns will definitely help improve your campaign effectiveness.

If you’re eager for more data and direction, check out our full B2B Marketing Campaign Performance Analysis (Edition 1, June 2024). You’ll be spending more effectively and elevating performance in no time.

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Quick design & launch of campaigns
Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker.
Tamara T.
Validated reviewer
Mid-Market(51-1000 emp.)
The advertising platform to rule them all!
Metadata has been the most efficient platform for managing LinkedIn and Google ads all in one place. I can easily manage audiences, ads, creatives, offers, and more. The budget grouping allows me to control how much spend to allocate by campaigns, geos, and more.
Verified User in Computer Software
Validated reviewer
Mid-Market(51-1000 emp.)
The ability to launch campaigns simultaneously across LinkedIn, Facebook, and Google Ads is incredible
It saves countless hours of duplicitous work and provides unmatched visibility into the best-performing channels.
Maggie D.
Validated reviewer
Mid-Market(51-1000 emp.)
4.6 based on 274 reviews