The Canadian B2B Marketer’s Dilemma
If you’re a Canadian business owner, SaaS marketer, or digital strategist, you’ve likely asked: “Should I run Meta ads or LinkedIn ads for my B2B campaign?”
Both platforms bring serious marketing power but their roles, reach and ROI differ. This guide from Digital Marketing 401 – A 360 Digital Marketing Agency breaks it down.
You’ll learn:
- Which platform suits your business goals best
- What you get for your ad dollars
- How to align strategy with buyer intent
- Canadian-specific B2B examples
Quick Glance: Meta Ads vs LinkedIn Ads for B2B in Canada
| Feature | LinkedIn Ads | Meta Ads (Facebook & Instagram) |
|---|---|---|
| Targeting | Job title, company size, seniority | Demographics, interests, behaviors |
| Lead Quality | High—B2B executives, decision-makers | Mixed—high reach, but less B2B precision |
| CPC/CPL | Higher ($5–12+ CPC, $50+ CPL avg) | Lower ($0.50–2 CPC, $10–30 CPL avg) |
| User Intent | Work mode, high attention span | Scroll & explore, casual consumption |
| Best For | SaaS, consulting, ABM, events | Local SMBs, retargeting, visual storytelling |
| Conversion | Lower volume, high intent | High volume, lower conversion |
LinkedIn Ads: A Smart Move for Canadian B2B
Do LinkedIn Ads Work?
Yes and they work best when you need to reach professionals, executives and niche industry groups. You can target:
- Marketing VPs at Toronto-based SaaS firms
- IT Managers in Vancouver
- Decision-makers in fintech, consulting and enterprise
Whether you’re running webinars, case studies or high-ticket solutions, LinkedIn ads excel at precision targeting.
Are LinkedIn Ads Expensive?
Yes because you’re paying for high-quality access.
- CPC: $5–12 average
- CPL: $50–100+ in SaaS/Tech
- Campaign Minimum: ~$10–20/day (CAD)
Still, Canadian B2B campaigns often see strong ROI due to higher conversion rates and lower lead drop-off.
Best Use Cases for LinkedIn Ads
- Event promotion (e.g., online webinars, B2B expos)
- ABM (Account-Based Marketing) by role/company
- Whitepaper downloads or lead gen forms
- Job-based targeting for hiring campaigns
Meta Ads for B2B: Great for Reach and Retargeting
What Are Meta Ads Best For in Canada?
Meta (Facebook & Instagram) ads work best for:
- Brand awareness
- Local visibility
- Retargeting cold or warm leads
- Driving traffic to product pages or blog posts
It’s budget-friendly and ideal for local businesses, ecommerce stores, or top-of-funnel SaaS campaigns.
How Much Do Meta Ads Cost?
- CPC: Often under $2 (CAD)
- CPM: $1–3
- CPL: $10–30, depending on niche
Smaller businesses can achieve meaningful results with budgets as low as $10/day.
A HubSpot study found that LinkedIn’s visitor-to-lead conversion rate (2.74%) outperforms Facebook’s (0.77%), showing that LinkedIn ads attract more qualified leads ready to make a purchase.
Meta Ad Formats That Work for B2B
- Video ads showing product demos
- Carousel ads for features or case studies
- Story ads to showcase social proof
- Instant Experience for immersive storytelling
- Lead ads to capture interest with minimal friction
Performance Analytics: Which Tracks Better?
| Metric | LinkedIn Ads | Meta Ads |
|---|---|---|
| Lead Form Submissions | Yes (via LinkedIn Lead Gen Forms) | Yes (via Lead Ads + Facebook Pixel) |
| Demographic Insights | Job title, industry, seniority, company size | Age, gender, interests, behaviour |
| Retargeting Tools | Insight Tag, Matched Audiences | Facebook Pixel, Custom/Lookalike Audiences |
| Funnel Reporting | Great for lead journey and conversion tracking | Excellent for A/B testing, ROAS, CTRs |
Strategy: Combine Both Platforms for Full-Funnel Results
Here’s a Winning Formula for B2B in Canada:
- Top-of-Funnel (Awareness):
→ Meta ads with carousels or video - Mid-Funnel (Consideration):
→ Meta ads with lead magnets or retargeting - Bottom-Funnel (Decision):
→ LinkedIn ads targeting specific job titles or ABM accounts
This gives you scale, nurture and conversion all in one campaign.
B2B Ad Examples: Canadian Context
Best LinkedIn B2B Ad Examples
- Sponsored InMail: Promote B2B webinars
- Carousel Ads: Case studies of other Canadian clients
- Lead Gen Forms: Capture demo requests with pre-filled forms
Best Meta B2B Ad Examples
- Video Ads: 15-second intro of your SaaS product
- Retargeting Carousels: “You visited our site? Here’s more…”
- Ebook Lead Ads: For TOp of Funnel engagement
Final Word
In the end, it’s not about choosing one over the other, it’s about choosing what works best for your business goals. That’s where we come in. At Digital Marketing 401, we help Canadian businesses run 360° digital campaigns that blend Meta ads, LinkedIn ads, Google Ads, email funnels and more.
Let’s craft your B2B campaign today and reach out to Digital Marketing 401!
Meta Ads or LinkedIn Ads? FAQs for Canadian B2B Marketers
Is LinkedIn better than Facebook for B2B?
Yes, LinkedIn is typically more effective than Facebook for B2B advertising in Canada. It allows precise targeting based on job title, company size, industry, and seniority, ensuring your ads reach decision-makers rather than general users. While Facebook is great for reaching large audiences, LinkedIn excels in generating quality B2B leads.
What is the best type of ad for B2B?
The ideal ad type for B2B depends on your goals:
- For awareness: Use Meta video or carousel ads
- For engagement: Use LinkedIn Sponsored Content
- For conversions: Use LinkedIn Lead Gen Forms or InMail
- For retargeting: Use Meta custom audiences and lead ads
- Using both platforms strategically at different stages is the best approach.
Using both platforms at different stages works best.
Is Meta Ads good for B2B?
Yes, Meta Ads can be good for B2B but mainly for the early stages of the buying journey. They’re great for:
- Getting noticed by a wide audience
- Retargeting people who visited your site
- Sharing ebooks, webinars or brand stories
But for serious B2B lead generation and decision-maker targeting, LinkedIn usually performs better.
Do LinkedIn Ads work for B2B?
Absolutely. LinkedIn is built for professionals, making it an ideal platform for B2B advertising. It allows targeting by job role, company, industry, and seniority, making it particularly effective for service-based businesses like SaaS, consulting, and finance with longer sales cycles.
Are LinkedIn ads expensive?
Yes, LinkedIn ads generally cost more than Meta ads. However, this investment pays off as you gain access to high-value decision-makers who are more likely to engage with your ads and take action, leading to higher-quality leads.
Do LinkedIn ads work for SaaS or consulting?
Yes, LinkedIn ads are highly effective for SaaS and consulting businesses. They allow you to target specific roles, such as CTOs, operations managers, or finance leads, making it easier to reach the right audience.
How much do LinkedIn ads cost in Canada?
In Canada, the cost of LinkedIn ads is typically:
- $5–12 per click (CPC)
- $50–100+ per lead (CPL)
Costs may vary depending on factors like industry and audience targeting.
What are the best Meta ads for local business?
For local businesses in Canada, the following Meta ads work best:
- Carousel Ads: Show multiple products or services
- Lead Ads: Capture contact details directly within the app
- Location Targeting: Focus ads on users in your specific city or province
Should I use both Meta and LinkedIn?
Yes, using both platforms is a smart strategy. Use Meta ads for brand awareness and retargeting website visitors. Leverage LinkedIn ads to engage decision-makers and close deals. Combining both gives you comprehensive coverage from awareness to conversion.
Let’s Build Your Winning Ad Campaign Together!
Ready to take your B2B advertising to the next level in Canada? Whether you’re launching LinkedIn or Meta campaigns or both our team is here to help you maximize ROI with 360° digital strategy.
Book a free discovery call now and start converting better-qualified leads.
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