Is paid advertising worth it for B2B on Twitter/FB? What are the best strategies?
You should definitely use Lookalike audiences: https://www.facebook.com/business/a/lookalike-audiences It has proved to be efficient. Additionally, it's good to promote blog posts to the target audience (for example: by area) and only then apply retargeting on those who have visited. Don't advertise your services to the broad audience directly, it's very expensive.