How to Choose The Best Ad Platforms For B2B SaaS

Don’t want to make a mistake investing in an ad platform that won’t work? 

Regardless of what you hear online, no one can promise you that ( including me). 

But thankfully success leaves clues and we surveyed 60  B2B marketers to find the answer. 

So regardless if you’re a new advertiser, startup founder, or agency owner reading this.

We’ve got you covered, let’s dive in 👇

TABLE OF CONTENTS:

Where can you advertise online?

There is no shortage of opportunities where you can advertise online. 

Most channels can be grouped into these five primary categories:

Channel Category Channel Description
Paid Social YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit Advertising on social networks.
Paid Search Google, Microsoft Advertising on search engines.
Paid Review Capterra, SoftwareAdvice, SelectHub Advertising on review listing sites.
Programmatic Display, Digital Audio, ConnectedTV, Native Advertising on the open internet.
Sponsorships Influencers, Newsletters, Events, Podcasts Advertising directly with individuals or organizations.

This isn’t an exhaustive list of every available ad platform but it  gives you a sense of what’s possible.

Now that you’re aware of the various ad  platforms available, how do you decide which to choose? 

How to decide on the best ad platform?

When considering investing in a new ad platform here’s four key criteria to consider:

Channel Criteria Description
Targeting options Can you reach your ICP based on the available targeting options?
Media cost How much does it cost per click and per 1,000 impressions?
Reach How large is your audience size with your available targeting options?
Policy Does this platform allow your industry to serve ads without restriction?

With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.

Which ad platforms are best for B2B lead generation?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 52.7% reported Google Ads
  • 38.2% reported LinkedIn Ads
  • 3.6% reported Facebook Ads
  • 1.8% reported Capterra Ads
  • 1.8% reported Instagram Ads
  • 1.8% reported Native Ads

Which ad platforms are best for B2B awareness?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 56.1% reported LinkedIn Ads
  • 12.3% reported Facebook Ads
  • 12.3% reported YouTube Ads
  • 10.5% reported Google Ads
  • 3.5% reported Connected TV
  • 3.5% reported Display Ads
  • 1.8% reported Instagram Ads

Which ad platforms are most popular for B2B?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 20.2% reported Google Ads
  • 18.8% reported LinkedIn Ads
  • 13.0% reported Facebook Ads
  • 11.2% reported Instagram Ads
  • 9.0% reported YouTube Ads
  • 8.3% reported Microsoft Ads
  • 5.8% reported Capterra Ads
  • 5.& reported Display Ads
  • 2.5% reported Reddit Ads
  • 2.2% reported Native Ads
  • 1.8% reported X (Twitter Ads)
  • 1.1% reported Connected TV
  • 0.4% reported Quora Ads

Which ad platforms are most B2B marketers planning to invest in?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 13.5% reported YouTube Ads
  • 12.1% reported X (Twitter) Ads
  • 10.6% reported Reddit Ads
  • 9.9% reported Connected TV
  • 9.2% reported Audio Ads
  • 7.8% reported Display Ads
  • 7.1% reported Microsoft Ads
  • 7.1% reportedFacebook Ads
  • 7.1% reported Capterra Ads
  • 5.7% reported Instagram Ads
  • 4.3% reported Native Ads
  • 3.5% reported Apple Search Ads
  • 1.4% reported LinkedIn Ads
  • 0.7% reported Tiktok Ads

Making your final decision on where to advertise

All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring. 

Ultimately don’t forget the four key criteria when making your decision of where to advertise.

When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.

From here you’ll have a better idea of if this channel will make sense. 

Hope you found this article helpful! 

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

Join 1,000+ B2B marketers leveling up their paid advertising skill set

LinkedIn Spotlight Ads In 2024: Are They Worth The Investment?

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Silvio Perez

Don’t want to make a mistake investing in an ad platform that won’t work? 

Regardless of what you hear online, no one can promise you that ( including me). 

But thankfully success leaves clues and we surveyed 60  B2B marketers to find the answer. 

So regardless if you’re a new advertiser, startup founder, or agency owner reading this.

We’ve got you covered, let’s dive in 👇

TABLE OF CONTENTS:

Where can you advertise online?

There is no shortage of opportunities where you can advertise online. 

Most channels can be grouped into these five primary categories:

Channel Category Channel Description
Paid Social YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit Advertising on social networks.
Paid Search Google, Microsoft Advertising on search engines.
Paid Review Capterra, SoftwareAdvice, SelectHub Advertising on review listing sites.
Programmatic Display, Digital Audio, ConnectedTV, Native Advertising on the open internet.
Sponsorships Influencers, Newsletters, Events, Podcasts Advertising directly with individuals or organizations.

This isn’t an exhaustive list of every available ad platform but it  gives you a sense of what’s possible.

Now that you’re aware of the various ad  platforms available, how do you decide which to choose? 

How to decide on the best ad platform?

When considering investing in a new ad platform here’s four key criteria to consider:

Channel Criteria Description
Targeting options Can you reach your ICP based on the available targeting options?
Media cost How much does it cost per click and per 1,000 impressions?
Reach How large is your audience size with your available targeting options?
Policy Does this platform allow your industry to serve ads without restriction?

With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.

Which ad platforms are best for B2B lead generation?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 52.7% reported Google Ads
  • 38.2% reported LinkedIn Ads
  • 3.6% reported Facebook Ads
  • 1.8% reported Capterra Ads
  • 1.8% reported Instagram Ads
  • 1.8% reported Native Ads

Which ad platforms are best for B2B awareness?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 56.1% reported LinkedIn Ads
  • 12.3% reported Facebook Ads
  • 12.3% reported YouTube Ads
  • 10.5% reported Google Ads
  • 3.5% reported Connected TV
  • 3.5% reported Display Ads
  • 1.8% reported Instagram Ads

Which ad platforms are most popular for B2B?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 20.2% reported Google Ads
  • 18.8% reported LinkedIn Ads
  • 13.0% reported Facebook Ads
  • 11.2% reported Instagram Ads
  • 9.0% reported YouTube Ads
  • 8.3% reported Microsoft Ads
  • 5.8% reported Capterra Ads
  • 5.& reported Display Ads
  • 2.5% reported Reddit Ads
  • 2.2% reported Native Ads
  • 1.8% reported X (Twitter Ads)
  • 1.1% reported Connected TV
  • 0.4% reported Quora Ads

Which ad platforms are most B2B marketers planning to invest in?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 13.5% reported YouTube Ads
  • 12.1% reported X (Twitter) Ads
  • 10.6% reported Reddit Ads
  • 9.9% reported Connected TV
  • 9.2% reported Audio Ads
  • 7.8% reported Display Ads
  • 7.1% reported Microsoft Ads
  • 7.1% reportedFacebook Ads
  • 7.1% reported Capterra Ads
  • 5.7% reported Instagram Ads
  • 4.3% reported Native Ads
  • 3.5% reported Apple Search Ads
  • 1.4% reported LinkedIn Ads
  • 0.7% reported Tiktok Ads

Making your final decision on where to advertise

All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring. 

Ultimately don’t forget the four key criteria when making your decision of where to advertise.

When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.

From here you’ll have a better idea of if this channel will make sense. 

Hope you found this article helpful! 

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

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Silvio Perez
Want to level up your B2B advertising skill set?
AdConversion was created to help B2B marketers master advertising with free courses, articles, resources, and templates created by the world best practitioners.
☝️Takes <  90 seconds
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