Most B2B businesses pick a Meta Ads agency on price and a nice portfolio, then wonder six months later why the leads do not convert. The problem is rarely the budget. It is that the agency optimized for cheap form fills instead of qualified pipeline.

Running Meta Ads for B2B is different from ecommerce. You are not chasing a same-day purchase, you are building a qualified conversation that may close weeks later. These six questions separate an agency that understands that from one that does not.

Industry context shapes targeting, creative angles, and what a qualified lead even looks like. An agency that has run B2B campaigns in or near your sector will ramp faster and waste less budget learning your buyer.

A strong answer is specific: the sectors they have worked in, the kind of buyer they targeted, and what they learned. A weak answer is a generic claim that they work with everyone.

Cost per lead is the easiest number to report and the easiest to game. A low CPL means nothing if the leads never become sales conversations. The agency should report on qualified leads and cost per real conversation, not just raw form fills.

Ask how they define a qualified lead and how they measure it. If the only metric they offer is CPL and reach, they are optimizing for volume, not buyers.

This is the question that matters most for B2B. When an agency sends only form-fill data to Meta, the algorithm learns to find more form fillers. When it sends qualified leads and opportunities back from your CRM, the algorithm learns to find buyers.

A good agency connects your CRM to Meta and Google so sales-qualified leads and opportunities flow back as conversion events. Without that loop, you are paying the platform to optimize for the wrong outcome.

Creative is the biggest lever in Meta Ads. The hook and angle decide who clicks, which decides lead quality before targeting even matters. An agency that outsources creative and does not test it is leaving the most important variable to chance.

Look for an in-house creative process with a steady stream of new hooks, statics, and video concepts, plus a testing rhythm. One polished ad is not a strategy.

This tells you whether the agency is used to accounts at your stage. An agency that runs ₹50,000 per month accounts and one that runs ₹10,00,000 per month accounts work very differently. Neither is wrong, but you want a fit.

It also surfaces how they think about budget. A good answer connects spend to the data needed to optimize, not just to a bigger retainer.

Early campaign decisions compound, so review cadence matters most in the first 90 days. Weekly reviews against lead quality and sales feedback catch problems while they are cheap to fix.

Ask what they review, not just how often. The right answer ties each review to qualified lead cost and sales outcomes, not just impressions and clicks.

Pricing has two separate parts: the agency management fee and the ad budget you spend on Meta. You pay the ad budget directly to the platform.

Management fees in India typically run about ₹30,000 to ₹60,000 per month for smaller accounts and ₹75,000 to ₹2,00,000 or more per month for experienced performance agencies. Most agencies recommend a minimum ad budget of around ₹1,00,000 per month so the algorithm gets enough data to optimize.

The CRM question is not optional. Closed-loop CRM tracking returns 3.10 dollars for every dollar spent (Nucleus Research), and advertisers who move to data-driven attribution see a 6 percent average lift in conversions (Google). An agency that ignores CRM data leaves that on the table.

The creative and content questions matter because buyers decide before they ever talk to you. Gartner found B2B buyers spend just 17 percent of the buying journey meeting with suppliers. The ad and the page do most of the selling, so they have to be built and tested seriously.

“If an agency only wants to talk about cost per lead, that is your answer. For B2B, the cheap-lead number is the easiest thing to win and the least likely to make you money. Ask about CRM data and qualified pipeline, and watch who has a real answer.”