Reaching the right person is the main goal of B2B marketing. But if you focus only on age or geography, campaigns quickly burn out. True effectiveness comes when you talk to the person making the decision. And most often, this is what the job title determines.
Meta Ads allows you to use job titles in targeting. This is one of the most accurate options for B2B, especially in niches where you know who exactly in the company influences the choice. But for this function to really work, it is not enough to just throw out a list of titles - you need context. And this is what the buyer persona provides.
A correctly assembled persona shows not only the position, but also tasks, goals, triggers - everything that helps not just show an ad, but make it relevant. In this article, we will analyze why job title targeting matters, how the buyer persona helps to build it, and what steps should be taken to put it all together.
Why is knowing the job title important in B2B advertising
In B2B sales, a product is rarely bought by a random visitor. The decision is made by a person with a specific role, authority, and KPI. This could be a marketing director, operations manager, or C-level, and each has their own motivation, pain points, and decision-making style.
If you don’t understand who exactly makes the purchasing decision, advertising starts working blindly. You get clicks, impressions, and reach, but not leads. The audience doesn’t feel like they are being addressed specifically.
That’s why the job title is not just a filter. It’s the key to reducing the cost of a lead and increasing conversion. When you show ads only to those who are truly interested and able to influence the choice, you save money and speed up the transaction cycle.
Knowing the job title also allows you to tailor the message: the marketing director cares about strategy and growth, the product manager about functionality and convenience, and the CEO about return on investment and scale. And if you talk about this in the text of your ad, the chances of getting a response increase dramatically.
How buyer persona helps target more accurately
Buyer persona is not a description of demographics. It is a portrait of a real person with context: their role, tasks, motivation, information channels, and barriers. It is this portrait that allows you to understand who makes the decision, what is important to them, and at what point it is worth going out with advertising.
When you have a buyer persona, you no longer try to guess. You know for sure: here is a marketing manager, he is responsible for attracting leads, he has a KPI for conversions, and he is constantly looking for new channels. This means that your product is interesting to him. This means that you can go to Meta Ads, choose the right job title, and build a message that speaks in his words and solves his problem.
Persona also helps to choose the right visualization and format: one person responds better to cases, another to ROI calculators, and a third to short video demos. All this helps not only to launch advertising but to make it personal, convincing, and effective.
A strong persona shortens the path from click to transaction. It removes noise and directs the focus to those who can and want to buy.
How to create a buyer persona with Elsa AI
Creating a buyer persona in Elsa AI is part of the process of creating a complete ICP profile. Below is a step-by-step guide:
1. Log in to your account or register on m1-project.com
Go to your personal account. If you don’t have an account yet, create one — registration will take no more than a couple of minutes.
2. Create a business for which you will build a profile
Go to the “My businesses” tab, click “Add new business” and consistently fill in all the fields about the product, niche, audience and channels. This is the basis on which the ICP will be built.
3. Go to the Ideal Customer Profiles (ICP) section
Once the business is created, go to the “Ideal Customer Profiles” section and click “Create a new ICP”. Answer questions about the target audience: tasks, motivations, pain points, signals of readiness to buy, etc.
4. Wait for the profile to be generated and go to the Buyer Persona tab
After completing the survey and generation stage, Elsa AI will create a full ICP profile. Inside it, there will be a separate tab “Buyer Persona”, which contains information on typical positions, motivation and behavior.
5. Extract data on job titles
In the Buyer Persona tab, you will find a list of specific job titles that match your target client. This data can be immediately used in Meta Ads for precise targeting.
This approach eliminates manual research, simplifies preparation for the launch of advertising and allows you to speak to the market in its language.
How to amplify ad campaigns with job title targeting
Once you have an accurate buyer persona, including a list of job titles, the most important part begins — applying this data to a real advertising campaign. Job title targeting helps you avoid budget dispersion and focus on people who actually make decisions.
What does job title targeting give you:
- Increases relevance: you show ads only to those who match your ICP.
- Reduces the cost per lead: fewer “wrong” clicks, more from the target audience.
- Increases CTR: ads get more attention because they speak to the right people.
To amplify an advertising campaign, you can:
- Use several job titles in one audience, combining them within one segment.
- Create separate campaigns for different roles (for example, for marketers and product managers), adapting creative to their motivation.
- Test creative and messaging options based on the pain of each role described in your profile.
If you use tools like Elsa AI, job titles are already adapted to the format of advertising platforms - all you have to do is insert them and monitor the results. This approach helps build campaigns that don't just show up - they actually hit the mark.
Step-by-step: Set up job title targeting for LinkedIn Ads
1. Create a campaign in LinkedIn Campaign Manager.
Select a goal, such as “Lead Generation” or “Website Visits,” depending on your scenario.
2. Set up an audience.
Go to “Audience Attributes” → “Job Experience” → “Job Titles.” Add a list of job titles obtained from your buyer persona profile created in Elsa AI.
3. Specify additional parameters.
You can also specify an industry, seniority, skills, or interests if they are included in your persona.
4. Add creative.
Prepare headlines and texts based on the pain and motivation of the selected role. Use precise phrases from the client analysis.
5. Launch the campaign and monitor the metrics.
Pay attention to CTR, CPL, and lead quality — this will help you understand how accurately your buyer persona matches the real audience.
Step-by-step: Set up job title targeting for Meta Ads
1. Create a campaign in Meta Ads Manager.
Select the appropriate objective (e.g. “Lead generation” or “Website conversions”) and proceed to setting up the ad set.
2. Proceed to setting up the audience.
At the Ad Set level, open the “Detailed Targeting” section.
3. Add job titles from the buyer persona.
Go to: Demographics > Work > Job Titles
Here, enter relevant positions from the buyer persona created in Elsa AI, for example: “Product Marketing Manager”, “Growth Lead”, “Demand Gen Director”.
If necessary, specify by employer or industry.
Use:
- Demographics > Work > Employers
- Demographics > Education > Field of Study
- Demographics > Education > Schools
This will help narrow your reach if you are targeting specific niches.
4. Add creative and messaging tailored to each job title.
Use the wording and pain points you've collected through your Elsa AI profile to increase relevance and engagement.
5. Launch a campaign and track performance.
Evaluate results by key metrics: CPC, CPL, conversions, and lead quality. Optimize based on behavioral data.
Final checklist before launching a campaign
Before you hit publish, make sure every element of your campaign is built on real data, not assumptions. Here's a quick checklist:
- Buyer persona is verified and up-to-date.
Make sure the profile created via Elsa AI contains accurate job titles, pain points, goals, and decision triggers.
- Job titles are added correctly.
Use only relevant positions from the Job Titles section in the Meta Ads targeting settings. Don't overload your audience — limit yourself to 5-7 of the most valuable ones.
- Creatives are personalized.
Make sure the visuals and ad texts match the selected positions. Different job titles mean different pain points and motivations.
- Landing pages match in meaning.
Make sure the landing page reflects the same pain points and goals that are specified in the ad and buyer persona. Mismatches reduce conversions.
- UTM tags and events are set up.
Don't forget to add tracking via UTM parameters and connect events for performance analysis via Meta Pixel or server events.
- The A/B testing plan is ready.
Include at least two creative or audience options in the campaign to quickly get a training sample and scale what works.
This check only takes a few minutes, but often determines whether you will launch just a beautiful ad or a campaign that actually brings results.
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