07/10/2026
I’ve been thinking a lot about how b2b businesses use Meta Ads.
Most campaigns I see are still built around individual ads.
Create an ad.
Choose an audience.
Put some money behind it.
See what happens.
If it works, increase the budget.
If it doesn’t, make another ad.
But what happens when we start treating the ads as connected pieces of a sales conversation?
You tell a story that gets the right person interested.
You teach them something useful that helps them understand the problem better.
Then you introduce an idea, service, or solution that makes sense in the context of what they’ve just learned.
And when they’re ready, you give them a clear next step.
That could be four ads.
It could be ten.
Some people might move through them quickly.
Others might need to see you repeatedly over several weeks.
This is the part of Meta Ads I find fascinating.
We can build an entire library of strategic content and use paid distribution to keep that content working.
Not one campaign that runs for three weeks and disappears.
An ecosystem that continually attracts prospects, builds familiarity, educates them, and gives them opportunities to take the next step.
It takes more work upfront.
➡ You need to understand the customer.
➡ You need good creative.
➡ You need to know what you want each piece of content to accomplish.
But once those pieces start working together, you have something
far more valuable than a few winning ads.
You have a system.
For those of you running Meta Ads… how much thought are you putting into what someone should see after the first ad?
I’d love to hear how you’re approaching it.
