Choosing Between Google Ads and LinkedIn Ads for B2B advertisers: Deciding What Works Best for You

In the world of B2B marketing, the choice between Google Ads and LinkedIn Ads often emerges as a pivotal decision point. Both platforms offer unique advantages and targeting options, but the question remains: which one is better suited for your specific business goals? Let’s explore the key factors to consider when making this decision.

  1. Audience Targeting

      • LinkedIn: Known as the professional networking platform, LinkedIn allows you to target users based on job titles, industries, company size, and even specific companies. This granularity can be invaluable when you’re aiming to reach decision-makers in particular industries or companies.
      • Google: Google Ads rely on search intent, which means you can target users based on their search queries and browsing behaviour. While Google’s targeting is powerful, it might not offer the same level of precision when it comes to reaching specific B2B professionals.


  2. Context and Intent

      • LinkedIn: Users often have a professional mindset when browsing LinkedIn, making it an ideal platform for reaching professionals who are actively seeking solutions for their business challenges.
      • Google Ads excels in capturing users at the moment of intent. When someone searches for a solution to a problem that your product or service addresses, appearing at the top of the search results can be highly effective.


  3. Ad Format and Creativity

      • LinkedIn offers various ad formats, including Sponsored Content, sponsored in-mail, and Text Ads. These formats allow for creativity in delivering your message, showcasing your brand, and engaging with your audience through visual and interactive content.
      • Google Ads primarily consist of text-based ads displayed on search results pages and across the Google Display Network. While text ads can be effective, they may not offer the same level of engagement or visual appeal as LinkedIn’s ad formats.


  4. Cost and ROI

      • LinkedIn: Advertising on LinkedIn typically comes with a higher cost per click (CPC) compared to Google Ads. However, the return on investment (ROI) can be substantial, especially when targeting high-value B2B leads.
      • Google Ads operates on a pay-per-click (PPC) model, and the cost can vary depending on factors like keyword competitiveness and click journey (your landing page). The ROI can vary depending on your industry’s competitiveness and your ad campaigns’ effectiveness and has absolutely nothing to do with cost per click.


  5. Red Ocean and Blue Ocean

      • LinkedIn is great for both red-ocean and blue-ocean businesses. Since the ad is targeted based on a pre-defined configuration, one can create demand for new business models.
      • Google Ads, specifically search, work better for red-ocean since the ad is triggered the user and hence if nobody knows about problem, nobody searches for it. In order to make Google ads perform you will have to discover the key issues that business were facing and have content made ready

Ultimately, the choice between B2B Google Ads and LinkedIn Ads boils down to your specific business objectives, target audience, and marketing budget. In many cases, a combination of both platforms can yield the best results, allowing you to leverage the strengths of each to reach and engage your target audience effectively.

So, carefully evaluate each platform against your targeted audience and make an informed decision that aligns with your B2B marketing goals. Remember, experimentation, optimization, and ongoing monitoring are key to maximising the success of your advertising campaigns on both Google and LinkedIn (and, as such, any advertising platform). Feel free to reach out to us if you need help on the evaluation process.