B2B companies often ask a question when it comes to paid advertising, “Should we invest in LinkedIn Ads or Google Ads?” Each platform brings distinct advantages and challenges, and the right choice can dramatically impact your return on investment (ROI).
At Three29, a digital marketing agency based out of Sacramento, CA and Jacksonville, FL, we specialize in helping businesses navigate this critical decision. Our experts have years of experience and can help you compare LinkedIn Ads and Google Ads across a variety of key areas like cost per lead, targeting capabilities, and ad formats. By evaluating real-world examples, you can also learn how to better determine which channel is right for your B2B lead generation strategy.
The Basics: LinkedIn Ads vs. Google Ads
LinkedIn Ads are part of the LinkedIn platform, which is the world’s largest professional networking site with over 900 million users. This platform is uniquely suited for B2B marketing because of its precise targeting based on job titles, company names, industries, and seniority levels.
Google Ads (formerly called AdWords) are perhaps the most popular tool in the search engine landscape, and can reach people actively searching for solutions. With billions of searches happening every single day, this platform is often ideal for capturing high-intent prospects for a wide variety of companies.
Both LinkedIn and Google Ads offer PPC (pay-per-click) advertising models, but their audiences and functions differ greatly. In order to choose the best one (or utilize them both effectively), it’s important to understand the benefits and drawbacks of each for the unique goals of your company.
Cost Per Lead: LinkedIn vs. Google
One of the most common questions we get from clients here at Three29 is: “Which platform is cheaper per lead?” There’s no simple answer to this question unfortunately, since it depends on a variety of factors, but each platform offers pros and cons.
LinkedIn Ads:
- Offers higher cost per click (CPC): LinkedIn Ads, in general, have a higher cost per click (CPC), often ranging from $8 to $15 or more, especially for competitive industries.
- Provides higher quality leads: The higher price tag of LinkedIn Ads often draws C-suite professionals, decision-makers, and high-value targets.
- Is great for account-based marketing (ABM): When you want to engage specific companies or highlight certain job roles, LinkedIn is certainly worth the premium price.
Google Ads:
- Has lower CPCs for many industries: With Google Ads, cost ranges can vary widely depending on the keyword, but some industries see CPCs as low as $2 – $5.
- Prioritizes volume over precision: Google Ads can also generate a large number of leads, though not all of those may be considered highly qualified.
- Successful because search intent matters: Because users are actively searching when they are on Google, the leads tend to convert faster (because the intent is high).
Who is the Winner?
- For high-volume, cost-efficient traffic, Google Ads often has the edge.
- For targeted, high-value B2B leads, LinkedIn Ads often justifies its higher cost.
Should Targeting Capabilities be Laser-Focused or Broad Reach?
LinkedIn Ads:
LinkedIn is unparalleled when it comes to B2B audience targeting. On the platform, you can filter by:
- Job title
- Industry
- Company size
- Seniority level
- Company name (ABM)
- Education and skills
This variability in search criteria makes LinkedIn Ads ideal for B2B lead generation, particularly when you are selling high-ticket items or business software.
Google Ads:
Google offers targeting based on:
- Keywords
- Demographics
- Device type
- Interests and behaviors (through Display or YouTube campaigns)
- Custom intent audiences
While powerful, Google Ads sometimes lacks the professional specificity that LinkedIn can provide.
Who is the Winner?
- For precision B2B targeting, LinkedIn Ads is the clear winner.
- For intent-based targeting, Google Ads takes the lead.
Ad Format: Visuals vs. Intent-Driven Text
LinkedIn Ads:
The types of ad formats on LinkedIn include:
- Sponsored content (carousel, video, image)
- Message ads (InMail)
- Text ads
- Conversation ads
- Lead Gen Forms (pre-filled with user info)
All of these formats are ideal to use in a variety of contexts including for educational content, webinars, whitepapers, or thought leadership.
Google Ads:
Google Ads offers advertisements such as:
- Search ads (text-based)
- Display ads (visual banners)
- Shopping ads (for e-commerce)
- Video ads (YouTube)
- App promotion ads
Search ads, when used correctly, can be powerful tools for capturing leads who are already searching for a solution to their problem.
Who is the Winner?
- LinkedIn comes out on top for nurturing professional relationships and education.
- Google is best for demand capture and conversion.
When to Choose LinkedIn Ads
Here are some examples of when LinkedIn Ads make the most sense for your business:
- When you are targeting high-level decision makers. If you need to reach VPs, COOs, or CEOs, LinkedIn allows you to do it directly and build relationships.
- When account-based marketing (ABM) is part of your strategy. You can target ads to specific companies or job functions within those companies.
- When you sell a complex product or service. If you need to educate prospects about your product or service before they convert, LinkedIn’s native lead forms and content-focused formats are the best option.
- When you are promoting B2B content. If you are using whitepapers, eBooks, or webinars, they generally perform well on LinkedIn.
Real-Life Example: A Software as a Service (SaaS) company selling enterprise-level project management software would likely do very well using LinkedIn Ads by targeting COOs and operations managers in companies that employ over 500 people.
When to Choose Google Ads
In the following scenarios, choosing Google Ads would likely be the better investment for your business:
- When you want to capture active search intent. If users are looking for something right now, Google Ads allows you to meet them at that exact moment.
- When your product or service has broad appeal. If your product or service solves a common problem (e.g., IT services, marketing automation), Google Ads delivers the possibility of scale.
- When you need to measure ROI quickly. With conversion tracking, you can quickly optimize your campaign to find cost per acquisition.
- When you want to re-target visitors. Google Display Network is a great resource for bringing visitors back into your funnel.
Example: A cybersecurity firm in Sacramento that offers services to Small to Medium-Size Businesses (SMBs) could use Google Ads to get in front of local business owners when they search “IT security companies near me.”
Why Not Utilize Both?
For many companies, the smartest strategy involves using both platforms. At Three29, we often recommend an integrated paid advertising strategy combining the best of both worlds. For example, you can use Google Ads to capture active demand and drive traffic while using LinkedIn Ads to nurture relationships and educate decision-makers from high-value accounts.
Our multi-channel approach helps to make sure your company is visible throughout the funnel, all the way from awareness to conversion.
How Three29 Can Maximize Your Ad Budget
At Three29, we don’t just set up campaigns and hope for the best. Our expert teams in Sacramento and Jacksonville specializes in B2B lead generation and in crafting ad strategies that align with your goals and budget.
We can help you get the most from your PPC spend by:
1. Using Audience Research & Strategy
We start by understanding your target customer and buyer journey. Whether it’s job titles on LinkedIn or search behavior on Google, we align your campaign with the right people at the right time.
2. Implementing Creative That Converts
Our in-house designers and copywriters build ad creatives and landing pages that drive clicks, form fills, and phone calls. In addition, we focus on messaging that resonates with B2B buyers.
3. Utilizing a Full-Funnel Approach
From awareness-building on LinkedIn to demand capture on Google Search, we make sure that your ads work cohesively across all channels.
4. Optimizing on an Ongoing Basis
At Three29 we monitor ad performance daily, adjusting bids, copy, and targeting to improve ROI. Your company can look forward to regular reports and clear insights on what’s working.
Making the Right Decision
When choosing between LinkedIn Ads and Google Ads, the decision shouldn’t come down to cost alone. It should depend on your audience, goals, and sales cycle. At Three29, we want to help you build a strategy that drives real results and turn your ad spend into growth. Our staff specializes in paid advertising strategies that deliver measurable ROI, so whether you’re based in Sacramento, Jacksonville, or anywhere in between, we can help you dominate your market without breaking the bank.
