How to Use X Ads to Send a B2B Audience to a Landing Page

The short answer: with $600 and a landing page you can run a real test, because X sets no minimum spend and a Website traffic campaign at $20 a day for 30 days is capped at 20 x 30 = $600, paid only when someone clicks if you switch the payment to link clicks (campaigns 101, website traffic campaign guide, checked on 5 November 2026); install the X Pixel, create the campaign, choose the Site visits or Link clicks goal, change Pay by impressions to Pay by link clicks, target by keyword and follower look-alike, add 3 to 5 posts, launch, and pull the results through the Ads API or a connector into a sheet or warehouse where your own analytics can disagree with them.

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B2B on X is a keyword problem. The people you want are not labelled by job title here; they are the ones posting about the migration or the audit your product fixes, and following the handles that explain it. X's help centre documents each step below; formats and billing are in the X Ads glossary entry.

Before you start:

1. Work out the click you can afford. For example, if 2% of landing page visitors book a call and a booked call is worth $300 to you, a click is worth 300 x 0.02 = $6 at most; set the maximum bid below that figure, because the bid is the most X may charge for the action (X Ads pricing).
2. Write down the handles and the words. X's guidance is around 30 @handles per campaign for follower look-alikes, and at least 25 keywords when Optimized Targeting is on (interest and follower targeting, keyword targeting). The sales team knows both lists.
3. Take the baseline from your own analytics. Last month's landing page sessions and form fills, from your analytics and your CRM, before any X traffic arrives.

What you need

• An ads account created from the handle that will promote the posts; its country, time zone and currency are fixed at creation (account creation).
• A payment method on the account; spend accrues against a credit limit, and an unpaid balance pauses ads (credit limits).
• Access to the landing page's head tag, or the tag manager that loads scripts.
• Three to five posts, the rotation X recommends (campaigns 101).

Step 1: Install the X Pixel and define the lead event

Paste the base code before the closing head tag on every page, directly or through a supported tag manager, then add an event: Page view, Add to cart, Lead, Added payment info, Purchase or Custom. Use each conversion type once, and check the Recent Activity Log in Events Manager for a sample of what the pixel received (conversion tracking). The Conversion API is the server-side alternative and needs Ads API access.

Step 2: Create the campaign

Log in at ads.x.com; Ads Manager is the home screen. Click Create Campaign and choose Website traffic. Name it, pick the funding source, and decide whether campaign budget optimization is on; with it off, each ad group gets its own start, end and daily budget (website traffic campaign guide). A campaign holds one objective; the ad groups under it hold the goal, bid, targeting and placements (Ads Manager guide).

Step 3: Choose the goal, the bid and what you pay for

The ad group goal is Site visits, which X recommends, or Link clicks. The bid type is Autobid, Maximum bid or Target cost, the last available only with the link clicks goal. Payment is Pay by impressions by default or Pay by link clicks. For a test with a $6 ceiling, pick Link clicks, Maximum bid and Pay by link clicks, so every charge is a click at a price you set (website traffic campaign guide).

Step 4: Target the conversation

Add your keywords: a keyword matches people who posted or interacted with a post containing it, or searched for it, in any word order, with related terms, stems, synonyms and misspellings included (keyword targeting). Then open All, Follower look-alikes, and add the handles your buyers follow, which reaches people with interests similar to those accounts' followers (interest and follower targeting). Upload the customer list as a custom audience to exclude existing customers; an audience needs 100 matched users to be usable (custom audiences). Placements are home timelines, profiles, search results and replies; home timelines cannot be deselected.

Step 5: Add the posts and launch

Select the 3 to 5 posts, check the Review & Complete tab, and launch. X's system moves delivery to the creative that performs strongest within the ad group (Ads Manager guide), so give it versions that differ in the first line, not in the colour of the image. For vertical video the spec is 9:16, 15 seconds recommended and up to 2:20 (vertical video page).

Step 6: Read Ads Manager, then export it

The default columns are delivery status, objective, dates, spend, impressions, CPM, clicks, CTR and CPC; the history log shows what changed and when, and exports come as Total, Weekly or Daily with placement and audience breakdowns (Ads Manager guide).

Step 7: Automate the export, with a person reconciling it

X documents an API for this, and three connectors are built on it. The Ads API needs a developer account, an app and an access form; Standard Access covers analytics, campaign management, creatives and audiences, and review takes up to 3 business days (step-by-step guide, Ads API introduction). Its asynchronous analytics jobs return up to 90 days of campaign, line item and promoted tweet metrics, 45 days when segmented (Ads API analytics). Without a developer, Supermetrics pulls the same data into Sheets, Looker Studio, Excel, Power BI or BigQuery once the ads account grants Campaign analyst access (Supermetrics connection guide), Windsor.ai lands it in PostgreSQL, Amazon Redshift, Snowflake or BigQuery (Windsor connector), and Dataslayer covers Sheets, Looker Studio, Power BI and the same warehouses (Dataslayer connector). None of the three names Qlik; Qlik reads from the warehouse the connector fills.

The human check comes from X's own notes on the data: every metric is locked after 24 hours except the billed charge, which stays an estimate for up to 3 days; a request returns one placement at a time; and an end time is exclusive in the API where Ads Manager treats it as inclusive (Ads API analytics). So the pipeline runs nightly with a three-day lookback, and one person reconciles the month's spend against the invoice in the Billing tab, which lists VAT by location (invoices), before the figure reaches a dashboard.

What X's own pages warn about

• Autobid is labelled the easiest way to get a campaign live, and a live campaign is what X is paid for; the bid it picks is one that wins auctions, which is not the $6 you worked out (website traffic campaign guide).
• Currency cannot be changed on an existing account; a new account through a support ticket is the route, and charges on every account under the handle remain yours (currency).
• Keywords with punctuation are not supported, and the limit is 500 with Optimized Targeting (keyword targeting).

Judge it on your numbers, not the platform's

After 30 days, put three figures side by side: link clicks from Ads Manager, landing page sessions from your analytics, and form fills from your CRM, against the baseline from the list above. The free check is whether leads rose by more than the trend of the previous months. Later, if you want that comparison kept running across every channel rather than once for this test, a causal attribution tool like Causality Engine does it. Disclosure: I founded it.

FAQ

Do I need the Ads API to get my data out?

No. Ads Manager exports Total, Weekly or Daily data with placement and audience breakdowns (Ads Manager guide); the API and the connectors matter when the export has to happen every night.

Why do the API numbers differ from Ads Manager?

Three documented reasons: the API's end time is exclusive while the interface's is inclusive, only one placement is returned per request, and spend can still move for up to 3 days (Ads API analytics).

Should I start with Autobid or a maximum bid?

Start with a maximum bid set below the click value you calculated; Autobid is the recommended default because it gets a campaign live fastest, per the website traffic campaign guide.