Facebook ads for B2B companies in Malta.
Leads your sales team can close.

Yes, for many firms. In a small market, the buyer is often the owner or a manager. They decide on IT support, office cleaning, payroll, fit-outs or software, and they scroll Facebook and Instagram like everyone else.

The numbers back this up. Eurostat’s 2025 survey found that 82.4% of people aged 16 to 74 in Malta had used social networks in the last three months, against 67.3% across the EU. Firms here are on social media too. In 2023, 86.8% of Maltese enterprises with 10 or more staff used social networks, against 59.0% in the EU.

Many of those firms also pay for ads themselves. Eurostat found that 58.1% of Maltese enterprises with 10 or more staff paid to advertise online in 2023. So the people you sell to know how ads work, and they expect a clear offer.

A cold “book a demo” ad asks for a lot from someone who has never heard of you. B2B ads work better with a smaller first step. Give a busy manager something useful in return for their details.

A Malta IT support firm can offer a free security check of the office network. A cleaning company can promise a written quote within one working day. A payroll or accounting firm can offer a short checklist for the end of the year. Each offer says who it is for and what happens next.

Then show proof. Use real numbers from your own work, short client quotes with permission, or a photo of the team on site. Never use stock photos of people in suits. They look like every other ad, and people scroll past.

Enter your monthly ad budget, what you pay per lead, how many leads are real buyers, how many of those you win and what a new client is worth in the first year. The planner shows leads, qualified leads and new clients a month, the ad cost per client, and whether you have enough volume for Meta’s conversion leads goal. Nothing you type leaves this page.

Meta has a campaign goal called conversion leads. Some Meta pages call it the qualified leads goal. You send Meta the stage each lead reaches in your CRM, such as “qualified” or “won”. Meta then looks for more people like the ones who became sales.

Meta’s developer guide sets out when this works best. You should use instant forms, generate at least 200 leads a month, upload data at least once a day, and the stage you care about should happen within 28 days. That stage should convert between 1% and 40% of leads. Meta says there is no minimum to set it up, but 200 a month is its best practice.

A small B2B firm in Malta may get far fewer than 200 leads a month. For that firm, the simple route works: run a leads campaign with a filtering form, mark every lead in your CRM, and review the cost per qualified lead each week. Connect the CRM to Meta once volume grows. Our CRM systems for Malta businesses can send those stages for you. If you would rather not run this in-house, our Facebook ads Malta service sets up the form, the CRM link and the weekly review for you.

1. Agree what a good lead is. Company size, need and timing, written down with your sales team.
2. Pick one offer. A check, a quote, a checklist or a site visit.
3. Write ads that name the buyer in the first line, with real proof.
4. Build a filtering form. Work details plus two or three questions.
5. Send leads straight to your CRM or inbox, and reply the same day.
6. Count meetings and deals, not leads, after four to eight weeks.
7. Add conversion leads once you reach enough volume.

Malta Digital manages Facebook and Instagram ads from €1,249 a month plus ad spend, paid to Meta in your own account. For a B2B firm, we report on qualified leads, meetings and deals, not clicks.