Meta ads, meaning the ads shown on Facebook and Instagram, differ from Google search in one fundamental way. On Google, a person is searching for something, and your ad answers that search. On Meta, the person is looking at friends' posts and videos, and your ad interrupts their feed. In other words, on Meta you don't capture demand, you create it. This difference determines what established companies can expect from Meta ads.
Who do Meta ads work well for?
If one or more of the following applies to you, Meta can be a serious channel:
- Your product explains itself visually. Furniture, home decor, cosmetics, food, textiles, tourism. If a photo or a short video sparks curiosity, you have a good chance of stopping people mid-scroll.
- The decision is personal and relatively quick. Products and services where an individual buyer decides on their own.
- Local services with a broad audience. Businesses such as clinics, courses, gyms and auto repair shops that serve a large number of people in a particular area.
- Recruitment. Job announcements for roles such as field staff, production workers and drivers.
- Retargeting. Showing up again for people who have visited your site but haven't gotten in touch; even for B2B companies, this is often the most sensible use of Meta.
Where does it struggle?
Meta's targeting options are broad, but they have certain limits for B2B:
- Job title and company targeting is weak. You can't reliably select an audience such as "purchasing manager at a manufacturer with more than 200 employees" on Meta. LinkedIn ads are better suited to that kind of targeting.
- The decision is long and involves many people. Nobody decides on a machinery investment or an ERP project because of an ad they saw on social media. Here, Meta can only play a brand-reminder role.
- If you can't produce creatives. On Meta, the quality of the ad visual matters more than targeting. A company that can't regularly produce new images and videos soon starts showing the same ad to the same people, and performance drops.
Audience logic has changed in recent years
Meta advertising used to be built on carefully selecting audiences: "this interest, this age group, this city." With privacy regulations and restrictions on the browser and phone side, Meta has moved to a structure that relies more on giving the algorithm a broad audience and letting it find the right people (the automated options offered under the Advantage+ name are part of this).
In practice, this means the algorithm needs to know what success looks like in order to find the right people. That depends on two things:
- Meta Pixel: a piece of code added to your site that tells Meta what visitors do.
- Conversions API: sending the same information directly from the server instead of the browser. It is less affected by browser blocking.
Both process personal data. Running the Pixel for marketing purposes without cookie consent creates problems under KVKK (Türkiye's Personal Data Protection Law). We explained the consent mechanism in our article on how to get cookie consent.
Send people to your site, or use a Meta form?
Meta offers a form that opens inside the ad (Instant Forms). People submit a pre-filled form without going to your site.
| Meta in-app form | Sending people to your site | |
|---|---|---|
| Ease of completion | Very easy, a few taps | Depends on the quality of your site's form |
| Quality of inquiries | Variable; accidental submissions happen | Usually more intentional |
| Chance to get to know the company | Low | The visitor sees your site |
| Data tracking | Needs to be transferred from Meta to your CRM | Flows into your site's own process |
If you use a Meta form, adding one or two qualifying questions (such as "Which product are you interested in?" or "Is your request personal or for a business?") noticeably improves lead quality. It is also essential that incoming leads reach the sales team right away; a form lead left waiting for hours often goes cold.
Checklist before you start
- Is your product or service visually appealing, or can it be explained in a short video?
- Do you have the resources to produce at least a few new images or videos a month?
- Are the Meta Business account and the ad account owned by the company (and not on an agency's personal account)?
- Are the Pixel and, if possible, the Conversions API installed and compatible with cookie consent?
- Is the success metric defined: a form, a phone call, a store visit, a sale?
- Who will call incoming leads, and how quickly?
How we do it at Globya
Before starting Meta ads, we talk openly about whether the company will actually benefit from this channel. If it isn't a fit, we say so; investing the budget in Google search or in the website may be the better choice. If it is a fit, we set up the account structure under the company's own ownership, make tracking KVKK-compliant and connect leads from ads to the sales process. Our digital advertising service runs together with the site, forms and tracking, with a single point of contact. For our approach in visually driven industries, see our furniture and home decor page.
Frequently asked questions
We are a B2B company. Should we skip Meta ads altogether?
You don't need to give them up completely. Showing up again for people who have visited your site and running job announcements are sensible uses for B2B companies too. As a main lead channel, however, Google search is usually more efficient.
We already post organically. Do we need ads?
The organic reach of company pages has been limited for a long time. Organic posts build trust and continuity; reaching new people, however, usually requires ads.
Whose name should the ad account be in?
Always the company's. The agency should work with access permissions; when the collaboration ends, the account, data and audiences should stay with the company.
Where should we start?
You can call +90 850 432 55 13 or write to us through our contact page. We will listen to your current situation and tell you honestly whether Meta is a good fit for you.
The Globya assistant is online 24/7; it answers right away and passes your question to the team if needed.