Facebook offers a number of different ad types: image, video, slideshow, stories, carousel and instant experience ads, to name but a few.
The ability to choose a very specific audience on Facebook makes it a valuable marketing channel for B2B businesses. The ideal ad type will depend on your business, your audience, and the intent of the ad, whether generating brand awareness, prospecting, lead generation or whatever else.
At Traction we recommend that B2B businesses use a diverse range of ad types at the beginning of a campaign, and then use analytics to identify the most effective.