Breaking Down the Data from Our 2022 B2B Paid Social Benchmark Report

If you’re a demand gen marketer, it’s tough to find a better advertising medium than paid social ads.

They let you to reach new audiences who have never heard of your product or service, increase brand awareness by targeting existing customers, and promote specific campaigns, products, or services.

But sometimes it’s good to get a gut check to how your ad performance is doing.

That’s why we brought Jason Widup, VP of Marketing, and Silvio Perez, Head of Performance & Product Innovation at Metadata, together to discuss their insights and findings from Metadata’s 2022 B2B Paid Social Benchmark Report.

We go behind the scenes of our platform data and pull out the top insights you should be paying attention to.

For more on Metadata’s 2022 Paid Social benchmark report, tune into the full episode.

Watch the full episode

Three top takeaways:

Takeaway 1: Long-form ads work on Facebook

Most B2B marketing ads are short – maybe just a couple of lines long. But, in our 2022 Paid Social benchmark report, we found that long-form copy works really well on Facebook.

We discovered that telling a story in long-form is incredibly effective on the platform. And yet, many of our users haven’t tried this out yet.

So if you’re looking to gain more traction over Facebook, perhaps this could be your next marketing experiment to really get through to your audience.

Takeaway 2: The best social ads mirror the best organic posts

If you’re trying to create effective content on LinkedIn, you may use a hook to entice the audience and get them to click to ‘See More’.

The good news is that tactics like this work just as well for your paid social posts as well.

At the end of the day, paid advertising is just distribution. It’s a way for you to amplify what you’re already doing and, fingers crossed, get it in front of more people.

Takeaway 3: Don’t forget about LinkedIn Conversation Ads

At Metadata, more often than not, we use LinkedIn Conversation Ads to drive demos.

For example, if talking about an event on LinkedIn, the audience can either go ahead and register right away or ask a question to find out more. This way, you encourage the audience to open up the conversation and seek reassurance before making that final purchasing decision.

There are so many possibilities with LinkedIn Conversation Ads, so it’s something that we’re definitely on board with.

Don’t just take our word for it

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