B2B and B2C do not want the same advertising channels.
Who you are selling to changes the motivation, the length of the sale and therefore the channel. This sets the two side by side, names the channels each one tends to reward, and gives you a split to apply to whatever budget you already have.
FUEiNT Technologies is a software studio in Coimbatore, India, building custom software since 2014. This is a free worksheet that accompanies our article on how B2B and B2C advertising differ — no sign-up, no file to download, and nothing here is a performance promise.
The buyer, side by side
Everything downstream — the channel, the creative, the follow-up — comes out of this.
B2B — selling to businesses
- Who decides
- Professionals, several of them, often a committee
- What moves them
- Logic, return, efficiency, long-term value
- How long it takes
- Weeks to months
- What they read
- Educational, data-led, case studies
B2C — selling to consumers
- Who decides
- One person, usually alone
- What moves them
- Emotion, lifestyle, convenience, status
- How long it takes
- Minutes to days
- What they read
- Visual, immediate, story-led
The channels each side tends to reward
Not a ranking. A shortlist to test against your own audience, starting with the one nearest the top.
B2B channels
- LinkedIn — targeting by job title and company
- Google Ads — catching a search made with intent
- Email — nurturing a decision that takes months
- Webinars — authority in front of the people who sign
- Content and SEO — being found while they research
B2C channels
- Instagram and Facebook — visual storytelling at scale
- TikTok and YouTube — reach through entertainment
- Google Shopping and display — product in front of a buyer
- Influencers — borrowed trust
- SMS and push — urgency, used sparingly
A starting split for a B2B budget
Percentages of whatever you have to spend. Fill in your own amounts, and expect to move them after the first month of real data.
| Channel | Share | Your amount | What it is for |
|---|---|---|---|
| LinkedIn Ads | 40% | Reaching named roles at named companies | |
| Google Ads | 30% | Catching the searches made with intent | |
| Content and SEO | 20% | Being found during a long research phase | |
| 10% | Staying present between the enquiry and the signature |
A starting split for a B2C budget
Same idea, different weighting: the money moves to where a single person can decide in one sitting.
| Channel | Share | Your amount | What it is for |
|---|---|---|---|
| Instagram and Facebook | 50% | Reach and repeat exposure to the product | |
| Google Shopping | 25% | Meeting a buyer already looking for the item | |
| Influencers | 15% | Trust you have not had time to build yourself | |
| Email and SMS | 10% | The second purchase, which is the cheap one |
What each month is actually for
Milestones, not outcomes. What you should be doing in a given month — the numbers that come out of it are yours to measure, and we publish none.
| Month | B2B | B2C |
|---|---|---|
| Month 1 | Set up, launch, first enquiries arrive | Set up, launch, first sales arrive |
| Month 2–3 | Nurture the pipeline, book demonstrations | Cut the losing ads, put the money on the winners |
| Month 4–6 | First contracts close, cost per contract becomes knowable | Revenue steadies, repeat purchase starts to matter |
| Month 6+ | Pipeline becomes predictable enough to forecast | Optimise for the second and third order, not the first |
Your plan, in four lines
The point of the whole sheet. Write it down before you spend anything.
Running one plan for two different buyers is the usual reason it is not working.
Tell us who you sell to and what you are spending, and a senior engineer will write back with what we would separate first and what we would stop paying for.
Saravanampatti, Coimbatore, TN, India — 641035
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