Learn to run the cheapest and most efficient paid B2B ad campaign ever

Most businesses drain their bank account on expensive ads to generate leads. We don't. Use this $5/day advertising blueprint to not only generate leads - but generate loyal fans that love what you do.

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Today I'll share our $5/day ad campaign setup, so you too can run profitable B2B ads

From the outside, it looks tiny and boring: a $5/day ad budget.
On the inside, it’s one of the most powerful growth levers you can add to your B2B marketing.

Most companies treat paid ads like a casino.
They throw thousands at LinkedIn or random boosted posts, then walk away saying:
“Ads don’t work for us.”

The truth?

Ads do work. But only if you understand the simple math behind CPMs, pick the right platform, and stop trying to “look like an ad”. 

When you do that, even a $5/day budget can make you look everywhere to exactly the right people, while your competitors keep donating money to the ad platforms.

In this guide, I’ll show you how we run the cheapest and most efficient paid B2B campaign we know: 
  • Why Meta beats LinkedIn for most B2B offers.
  • How to turn your existing lead magnets and emails into “non-ad” ads
  • How to use retargeting, lookalikes and reach campaigns to stay top-of-mind 24/7 â€“ all without needing a massive budget or a creative team.

IMPORTANT: Below on this page, I share the principles. In the video above I'll also share the how-to.

The strategy enabling dead cheap and highly performing ads

Most companies running ads are setting up ads on either Meta, Google or LinkedIn. 

If you're doing LinkedIn, you're likely not going to be profitable unless you sell something $25,000+. 

After having ran paid performance ads for B2B and B2C since 2011, I've established a benchmark.

For you to really be profitable with performance ads, you need to sell something costing 250x the CPM (cost per 1000 impressions) on the ad platform you're advertising.

  • For LinkedIn, CPM often creeps above $100.
  • For Meta, CPM come as low as $5. 

Hence the default is we run paid ads on Meta. Meaning Facebook, Instagram and their network.

How we usually run this is 2 ways.

We first mirror the emails you should check our this from our Christmas calendar last year (Christmas Calendar day 8). These are emails sharing a lead magnet, resource, tutorial, guide or tool - with your leads. 

This resource should help them solve a very specific problem, or learn how to do it. 


The first way we run the ads, is that we run retargeting ads to your list.

Our recommended way to build an email list is either through outbound on LinkedIn, or sharing lead magnet posts on LinkedIn itself (where people comment a keyword to get it, and you capture those leads). 

The lead magnet posts strategy on LinkedIn has generated us 55,000+ leads in under 12 months. 

However, no matter how you generate your leads, you can run the retargeting ads.

The way we do it is that we use the integration between Encharge (the email automation tool we use) and Meta.

Since they have a direct integration, we can sync the leads to specific custom audiences on Meta. 

This is how it looks inside our Encharge account:

When someone enters the various segments we have, we sync them internally with tags, and add/remove them to/from the appropriate custom audiences on Facebook. 

This way, we have an automatically synced audience ready in Meta for retargeting ads based on what they've done in our email system.


The second type of ad you can run for performance is running lookalike ads

This is where you inside of Facebook, create a lookalike 1% audience based on the custom audience you have synced from Encharge.

We always run 3 segments.

  • Cold
  • Warm
  • Hot

Cold are all leads under 7 points. Warm are 7-20 points. Hot are 20+.

They get points when they visit page, open and click email, or reply to emails. 

This way, they engage, and get ramped up. And if they stop engaging, they get ramped down. 

Since we have 3 segments, you can create 3 lookalike audiences, where you'll have higher engaging audiences and lower engaging audiences. Using this, Meta will find more people on Facebook and Instagram that matches your low-high engagers, and allow you to target them.

Cold are all leads under 7 points. Warm are 7-20 points. Hot are 20+.

They get points when they visit page, open and click email, or reply to emails. 

This way, they engage, and get ramped up. And if they stop engaging, they get ramped down. 

Since we have 3 segments, you can create 3 lookalike audiences, where you'll have higher engaging audiences and lower engaging audiences. Using this, Meta will find more people on Facebook and Instagram that matches your low-high engagers, and allow you to target them.

To these people, you'd run landing pages where people need to opt-in to get access to the resource. Which is different from the retargeting ads to your existing list, linking the resources directly (as you already have their contact details in e.g. Encharge).

Sample landing page: https://guides.buroventures.com/vsl-lp

The landing page links the resource page, and the resource page pitches the next step in your sales process - which in most cases are book a call, or submit an application.

And that's the strategy behind it all. 

Creating your ads (from content you already have) + some about psychology of ads

So at this point, we are going to create the ads. 

What you'll see is that these ads are created and look a bit different from ads you're used to. 

First off, our goal is to make them not "look like ads". 

Click here to read sample ads for inspiration: 

https://docs.google.com/document/d/1Gem_MLwFGyEcaZdDSgbfFwyrP18edxACciYzjzVTRC4/edit?usp=sharing

Open the CustomGPT to write your ads here

Now as you've seen some examples, it's time to create yours. 

First off, you need to have a few lead magnets, and emails for those ready. If you don't already have some, I recommend going back to day 4 and day 8, and get a few created.

Once you already have emails, or just the lead magnets, use this CustomGPT to rewrite your emails as ads:

By using this GPT, you'll be able to get production ready Facebook ads copy.

It will include the ad body text, the headline, and description text (if you ask it). 

We built it by feeding it all of our best frameworks for paid ads on Facebook and Meta. 

So at this point, you'll have your ad copy ready to post.

Next thing we'll get ready is the visuals. Meaning the images for the ads.

Psychology behind ad visuals (and actually creating them)

I'm likely going to tell you to create ads you'll feed uncomfortable posting.

But that's based on 14 years of running ads, knowing what performs well and not. 

First off, don't make it look like an ad.

That means: professional, polished, like you have a huge budget. 

If you checked out the ad examples linked above, you probably saw the most ugly ads you ever seen.

"Ugly ads convert"

That's the truth.

You want to have ads that are unpolished, raw, authentic, YOU, obscure and personal. 

They cannot look like ads. 

That's what generates the best click rate on the ads. 

Make it look like a personal story, or something that makes people go a bit "wtf" inside their mind.

Yeah, really.

The reason we want to achieve these things are because they bypass the psychological defence of our target audience. 

They don't immediately think they're being sold to, and reading the story of someone posting on Facebook or Instagram - even if it says "sponsored" at the top.

Yet, it's something that builds intrigue. 

TIP: A tip for ads, you want to look at the CTR (all) and CTR (link click). The CTR (all) tells you how many click the "read more" button on your ads, and CTR (link click) tells you how many clicked on the link, and opened your page. The relation is important, and you don't want to have less than 50% clicking. For the CTR (link click) here are some benchmarks. Below 0.5% is horrible dogshit. 0.5-1% are bad. 1-1.5% is alright. 1.5-2% are good. 2%+ are great. You want to get to 2%+. 

Now, let's get to the actual visual creation.

There are 3 default ways I create visuals. 

  • Take a screenshot of the top of your guide
  • Take a video of you scrolling through the guide, and turn it into a GIF with this tool: https://ezgif.com/video-to-gif
  • If you have prompts or anything people can use in the guide, screen record yourself using it, and turn it into a GIF

These are the 3 defaults you should always create (cause not having more than 1 visual is just stupid).

The next and other type of visual I tend to create are the ones you can see below:

Yes, I run memes as images for our ads. 

But let's break each of them down.

Vegas ad: It's bringing in narrative that most b2b companies basically gamble with their marketing, and an image of myself - in vegas - and screenshot of the guide.

Meme ad: This is addressing the thought our audience has and adding headshot of myself and my partner Lasse answering "yes". This basically sprinkles humor, and address the core belief someone has (or doesn't believe - yet).

I can go on and on and on, about various ways to do the images - however, most of this is trial and error. 

We usually create 5-10 images per lead magnet, and use a few different texts - testing various angles and ideas. If you want our help doing this, you can inquire us by clicking the button at the bottom of this page.

Now, let's do your ads

We will likely do something here that most won't tell you.

The ad campaign will not be create to generate conversions or even clicks. 

We want to be visible.

All the time.

You see, most people live in their own bubble.

Based on what they see every single day.

We want to dominate and "be" that bubble. 

Where our audience see us everywhere, all the time. 

To do this, we cannot run traffic or conversion optimized campaigns. 

We need to run REACH CAMPAIGNS.

What we do within these reach campaigns is that we typically set up 1 campaign, and 3 ad groups/sets. 

Meaning we have 3 audiences. 

Remember how we have 3 segments based on their engagement in Encharge? Cold - warm - hot.

We run 1 ad group or ad set for each of them. 

The beauty of running 3 tier ad campaigns is that depending on if they have a high score or low, we can set the frequency cap for how many times per X timeframe they shall see our ads.

  • Cold = 1 time per day
  • Warm = 3 times per day
  • Hot = 10 times per day

I told you we want to have them see us ALL THE TIME ;)

Since we build our audience based on our email list - leads we've generated either from inbound, outbound or paid advertising, we automatically segment people based on engagement. 

If you engage, we will very much allow you to dive into the rabbit hole. 

Thinking about this, I'm actually crazy for sharing this.

This has been one of our proprietary systems and approaches that none has ever used - at least from what we have seen. 

So now, you have seen into the crystal ball, and unveiled one of our secrets. 

The full breakdown of the step-by-step ad setup is covered in the video, so go up and watch it there.

Your $5/day ad briefing is now complete…

You’ve just unwrapped the $5/day B2B ad machine that most companies quite literally burn thousands trying (and failing) to build. Instead of praying over overpriced LinkedIn clicks, you now know how to:

  • Run cheap, efficient ads on Meta (Facebook + Instagram)
  • Retarget your existing leads with value-packed resources
  • Build lookalike audiences from your most engaged people
  • Use reach campaigns so your market feels like you’re “everywhere” – without torching your budget

Used like this, a tiny daily budget doesn’t just buy impressions. It buys omnipresence, trust and familiarity with exactly the right people. That alone already puts you ahead of 99% of B2B companies still boosting random posts and wondering why nothing converts.

But here’s the real magic:

When you plug this $5/day framework into your existing lead magnets, emails and scoring system, it turns into a self-feeding growth loop. Your best content becomes your best ads. 

Your most engaged leads train Meta to find more people like them. 

And the people seeing your “ugly but honest” ads start recognizing you, trusting you, and eventually… buying from you.

To make this stupidly simple to execute, I’ve recorded a full step-by-step walkthrough video that shows you exactly how to:

  • Set up the cold / warm / hot segments
  • Sync Encharge with Meta
  • Create retargeting + lookalike audiences
  • Build reach campaigns with the right frequency caps

Click the button below to access the full system walkthrough (it’s free).

At the very least, you’ll walk away knowing precisely how we runs profitable, always-on, $5/day B2B campaigns while everyone else is still donating money to the ad platforms.

Ready to grow your company with an AI-powered lead generation system, like 58 other founders?

Get access to the system that’s helping us (and founders like you) generate more than 1.5 million impressions per month on LinkedIn, resulting in $1 million+ in additional pipeline value every month.

No availability, click here to submit interest

See you on the other side!

Best regards,

Harald Roine

Founder & CEO @ Buro Ventures

"Stop wasting your time on expensive ads, use our $5/day strategy"

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