To find the unit rate of beads per bracelet, you need to divide the total number of beads by the number of bracelets Ruby is making.
Ruby has 156 beads and is making bracelets for 12 friends. Therefore, the number of beads per bracelet is:
\[ \text{Beads per bracelet} = \frac{\text{Total beads}}{\text{Number of friends}} = \frac{156}{12} \]
Now, performing the division:
\[ \frac{156}{12} = 13 \]
Thus, the unit rate of beads per bracelet is 13. Therefore, the answer is B: 13.