Section 1 - Overview
Executive Summary
3.05B
Monthly Active Users
$15-35
Meta CPL (vs $75-200 LinkedIn)
18.25%
Food Industry CVR
4.2x
Avg Retargeting ROAS
Meta advertising delivers 4-6x more leads for the same budget compared to LinkedIn for B2B campaigns targeting office managers, HR directors, and facilities professionals.
Section 2 - The Opportunity
Why Meta Beats LinkedIn for B2B
Reach Decision Makers Where They're Receptive
Office managers, HR directors, and executive assistants scroll Facebook and Instagram during personal time - when they're relaxed and open to solutions that make their work life easier.
Meta Ads CPL$15-35
LinkedIn Ads CPL$75-200
2025 Meta Benchmarks
CPL (All Industries)$27.66
CPL (Food & Restaurants)$3.16
CPC (Food)$0.74
CTR (Food)2.97%
CVR (Food)18.25%
Section 3 - Precision Targeting
Target Audience Deep Dive
Office Managers
Daily catering decisions
Executive Assistants
C-suite events
HR Directors
Team culture
Facilities Managers
Recurring needs
Event Coordinators
Large functions
Meta Targeting Parameters
B2B Business Decision-Makers
Job Title: Office Manager
Job Title: Executive Assistant
Job Title: HR Manager/Director
Company Size: 50-10,000+
Location: Major Cities
Interest: Corporate Events
Interest: Event Planning
Interest: Office Management
Section 5 - Campaign Structure
Full-Funnel Architecture
TOFU
Awareness
25% of budget
- Video view campaigns
- 8-10% lookalikes
- Interest targeting
- Reach optimization
MOFU
Consideration
30% of budget
- Carousel ads
- 2-5% lookalikes
- Website retargeting
- Traffic optimization
BOFU
Conversion
45% of budget
- Lead form ads
- 1% super lookalikes
- Dynamic retargeting
- Conversion optimization
Section 9 - Never Lose a Lead
Retargeting Framework
Views Video
50%+ watched
Visits Site
Browse menus
Starts Form
Doesn't complete
Converts
Qualified lead
| Audience | Window | Message |
|---|---|---|
| Video viewers 50%+ | 30 days | Educational MOFU content |
| Site visitors | 30 days | Menu showcase carousel |
| Pricing page viewers | 14 days | Offer + urgency messaging |
| Lead form abandoners | 7 days | Simplified form, incentive |
| Past converters | 90 days | Upsell/cross-sell campaigns |
Section 10 - Investment
Budget & Bidding Strategy
Test
$3,000-5,000
per month ad spend
Expected Leads100-200
CPL Target$25-35
BiddingLowest Cost
RECOMMENDED
Scale
$8,000-15,000
per month ad spend
Expected Leads400-750
CPL Target$18-25
BiddingCost Cap
Accelerate
$20,000+
per month ad spend
Expected Leads1,000+
CPL Target$15-22
BiddingBid Cap
Section 12 - Implementation
90-Day Roadmap
1
Foundation
Days 1-30Meta Pixel & CAPI setup
Custom audience creation
Creative production
TOFU + BOFU campaign launch
2
Optimization
Days 31-60Creative A/B testing
Audience refinement
MOFU campaign launch
Retargeting activation
3
Scale
Days 61-90Budget scaling (20% weekly max)
Lookalike expansion
Service-specific campaigns
Full performance review