LinkedIn ads vs Google Ads for B2B
Both can work for B2B. They reach people in different ways, so the choice depends on how your buyers find solutions.
Google search ads
You reach people who are actively searching for what you sell, such as a type of software or service. Intent is high, but the number of searches may be small for a niche product. Cost per click varies widely by topic.
LinkedIn ads
You reach people by job title, industry, company size and other work details, even if they are not searching. It is good for reaching specific decision makers at target companies. The cost per click is often higher than on search, and people are browsing, not searching, so the offer and follow-up matter more.
Side by side
| Google search | ||
|---|---|---|
| Who you reach | People searching now | People matching job and company filters |
| Intent | Usually higher | Usually lower |
| Targeting | Keywords and location | Job title, industry, company size |
| Good for | Products with search demand | Reaching named roles or companies |
| Watch for | Small search volume in niches | Higher cost per click |
How to choose
- If buyers search for your solution, start with search.
- If you need particular roles or companies, add LinkedIn.
- Use retargeting on both to follow up with visitors.
- Measure cost per deal for each, and move budget to the better one.
Check the budget math with the pipeline calculator.
Want a second opinion? We review B2B advertising plans at no cost. Get in touch or call (510) 857-7838.