acebook is visited by over 17.1 million Australians in an average four weeks reaching over 83% of Australians aged 14+ (RoyMorgan, 2019). For businesses, including those in the B2B space, advertising on Facebook therefore is simply a no-brainer. To be successful using Facebook advertising however, businesses need to take a strategic approach starting with segmenting their audience and understanding what each wants and needs and incorporating an effective campaign funnel.