When it comes to B2B marketing, choosing the right advertising platform can make all the difference. LinkedIn Ads and Google Ads are two of the most powerful options, but they serve different purposes and audiences.
LinkedIn is the go-to platform for professionals, making it ideal for targeting decision-makers in specific industries. Google, on the other hand, captures intent-driven searches, putting your business in front of people actively looking for solutions.
So which one should B2B marketers prioritize? The answer depends on your goals, budget, and target audience. Let’s break down the key differences and help you decide.
Table of Contents
Targeting Capabilities
LinkedIn Ads: Precision for Professional Audiences
One of LinkedIn’s biggest strengths is its advanced B2B targeting. Since users list their job titles, industries, and companies on their profiles, advertisers can reach specific professionals based on:
- Job title and seniority level
- Industry and company size
- Skills and interests
- Specific organizations (ideal for account-based marketing)
If you need to reach CFOs at enterprise companies or IT managers in the healthcare sector, LinkedIn is hard to beat.
Google Ads: Intent-Driven Targeting
Google Ads operates differently—it doesn’t target based on job roles but instead captures people actively searching for information. Through keyword bidding, you can show ads to users searching for terms related to your product or service.
Google also allows:
- Audience targeting based on past website visits (retargeting)
- Lookalike audiences similar to your existing customers
- Placement on partner websites through the Google Display Network
If your product or service solves a clear problem that people search for, Google Ads can drive highly qualified leads.
Cost and ROI
LinkedIn Ads: Higher CPC, But Targeted Leads
LinkedIn Ads tend to have a higher cost-per-click (CPC) than Google Ads, often ranging from $5 to $15 per click (and sometimes more for competitive industries). However, the quality of leads is often higher because you’re reaching exactly the right people.
For businesses with longer sales cycles and high-value contracts, LinkedIn’s targeting precision can justify the higher costs.
Google Ads: Competitive Bidding and Variable Costs
Google Ads pricing depends on keyword competition. Some industries see clicks as low as $1-$2, while high-demand keywords (like SaaS or finance) can exceed $50 per click.
The advantage of Google Ads is scalability—you can adjust bids based on performance and gradually refine your strategy for cost efficiency. However, if you target broad keywords, you might end up paying for irrelevant clicks.
Ad Formats and Engagement
LinkedIn Ad Options
LinkedIn offers a variety of ad formats, including:
- Sponsored Content: Ads that appear in users’ feeds, blending with organic posts.
- Message Ads: Direct messages to targeted professionals (formerly known as InMail).
- Carousel Ads: Multiple images to showcase different offerings.
- Lead Gen Forms: Built-in forms that capture lead details without users leaving LinkedIn.
For B2B companies, Lead Gen Forms are particularly effective, as they reduce friction in the lead collection process.
Google Ad Options
Google Ads provides:
- Search Ads: Text-based ads appearing in search results.
- Display Ads: Banner ads across Google’s partner sites.
- Video Ads: YouTube ads targeting users based on viewing behavior.
- Shopping Ads: Ideal for eCommerce, but less relevant for B2B.
If brand visibility is a priority, Display and YouTube Ads can help reinforce your message, while Search Ads are ideal for capturing demand at the moment of need.
Which Platform Should You Choose?
Choose LinkedIn Ads If:
- You need precise B2B targeting based on job roles, industries, or company sizes.
- Your goal is brand awareness among decision-makers.
- You offer high-ticket products or services with long sales cycles.
- Lead quality matters more than quantity.
Choose Google Ads If:
- You want to capture active search intent and reach users looking for your product.
- Your business benefits from broad exposure across search and display networks.
- You need a scalable ad budget, where you can adjust bids based on performance.
- Volume of traffic and leads is a key objective.
The Best Strategy: Use Both for Maximum Impact
Instead of choosing one over the other, many B2B marketers find success by combining LinkedIn and Google Ads. Here’s how:
- Use LinkedIn Ads for targeted brand awareness, running Sponsored Content or Message Ads to get in front of key decision-makers.
- Use Google Ads to capture demand when those decision-makers search for solutions.
- Retarget LinkedIn-engaged users with Google Display Ads to keep your brand top of mind.
By leveraging LinkedIn Ads best practices, such as using strong visuals, optimizing Lead Gen Forms, and refining audience segmentation, businesses can generate high-quality leads while using Google Ads to capture active buyers.
Takeaway
Both LinkedIn Ads and Google Ads have their strengths, and the best choice depends on your specific marketing goals. LinkedIn excels at precise B2B targeting, while Google is unbeatable for capturing search intent.
For companies serious about B2B growth, combining both platforms can provide the best results—LinkedIn for strategic outreach and Google for demand-driven conversions. With a thoughtful approach and a mix of both, businesses can optimize their ad spend and drive better ROI.