Paid Social Playbook: Meta / Facebook Ads | June B2B Roundtable

Episode notes

Megan Bowen, Evan Hughes, and Ciara Hopkins host Jason Theroux to discuss the 2025 playbook for Paid Social and Facebook / Meta ads. This session focuses on utilizing Meta’s platforms for creating brand awareness and improving engagement within the B2B sector. As businesses seek to meet their audiences where they reside online, marketing professionals can leverage the insights shared to refine their digital strategies. Dale shares actionable insights into audience targeting, the importance of consolidation, and effective use of third-party tools for better audience reach on Facebook. He and Ciara emphasize the use of creative content strategies, including carousel ads and video content, to captivate the audience's attention. Mastering Meta's intricate advertising tools means understanding each ad placement's value, avoiding low-quality impressions, and aligning campaign objectives with business goals. This episode also offers guidance on measuring campaign success through a hybrid attribution framework, addressing the challenges of tracking and conversion amidst privacy changes and algorithm updates.