The LinkedIn vs Google Ads debate represents one of the most consequential decisions in B2B marketing. Each platform offers distinct advantages that make it superior for specific use cases, yet many marketers default to one or the other without understanding when each delivers optimal results. LinkedIn provides unmatched professional targeting—reaching the exact job titles, companies, and seniority levels you need. Google captures prospects at their moment of highest intent, when they actively search for solutions to their business challenges.
This guide provides a comprehensive comparison to help you allocate budget effectively between these two B2B advertising powerhouses. We'll analyze targeting capabilities, cost benchmarks, intent signals, funnel position, and specific use cases where each platform excels. Most importantly, you'll learn how to combine both platforms for a full-funnel strategy that outperforms either alone.
Platform Overview: LinkedIn Ads vs Google Ads
Understanding the fundamental differences between these platforms starts with recognizing what each was designed to do. LinkedIn built an advertising platform around its professional network data—who people are professionally, where they work, what they do, and how senior they are. Google built its advertising empire around intent signals—what people actively search for and the websites they visit. These different foundations create distinct strengths for B2B marketing.
LinkedIn Ads fundamentals
LinkedIn Ads targets the world's largest professional network with 1 billion+ members across 200+ countries. The platform excels at identity-based targeting—you can reach "Marketing Directors at SaaS companies with 500-1000 employees" with precision no other platform matches. LinkedIn offers multiple ad formats including Sponsored Content (single image, video, carousel), Message Ads (InMail), Lead Gen Forms with pre-filled professional data, and Dynamic Ads personalized to each viewer.
The platform's strength lies in reaching decision-makers before they start actively searching. For products with long consideration cycles, complex buying committees, or limited search volume, LinkedIn's ability to target specific roles at specific companies proves invaluable. The trade-off is cost—LinkedIn's premium professional audience commands premium pricing.
Google Ads fundamentals
Google Ads captures intent across the world's dominant search engine (92% market share) plus the Google Display Network reaching 90%+ of internet users, YouTube with 2 billion+ monthly viewers, and Gmail with 1.8 billion users. The platform offers Search Ads (text ads triggered by keywords), Display Ads (visual ads across millions of websites), YouTube Ads (video formats), Performance Max (AI-optimized cross-channel), and Demand Gen (Discovery + YouTube + Gmail).
Google's fundamental advantage is intent. When someone searches "best CRM for enterprise," they're actively researching solutions—this intent signals translate to higher conversion rates. Google also offers significantly lower costs per click for most industries, enabling broader reach within budget constraints. The trade-off is less precise professional targeting compared to LinkedIn.
Targeting Capabilities Compared
Targeting represents the starkest difference between these platforms. LinkedIn offers professional identity targeting unmatched elsewhere; Google offers intent and behavioral targeting at massive scale. Understanding these differences helps you choose the right platform for each campaign objective.
LinkedIn targeting options
LinkedIn's targeting draws from member-provided professional data, delivering accuracy rates that far exceed third-party data providers. You can target by company name (reach specific accounts for ABM), company size (1-10 to 10,000+ employees), company industry (with granular sub-categories), job title (specific titles or broader functions), seniority level (C-suite, VP, Director, Manager, Individual Contributor), member skills (specific technologies, methodologies), and LinkedIn Group membership. For more details on professional targeting, see our LinkedIn B2B lead generation guide.
Matched Audiences extend LinkedIn's targeting with your own data. Upload customer lists to build lookalike audiences of similar professionals. Retarget website visitors who've shown interest. Target users who engaged with your LinkedIn content. Build account lists to focus exclusively on target accounts. These capabilities make LinkedIn essential for account-based marketing strategies.
Google Ads targeting options
Google targets based on what people do rather than who they are professionally. Search targeting uses keywords to reach people at the moment they express intent. Audience targeting includes in-market audiences (actively researching products), affinity audiences (long-term interests), detailed demographics, and custom intent audiences built from your keywords and URLs. Remarketing targets previous website visitors across Google's massive network.
Google's business targeting has improved significantly with options like company size, industry, and job function—but these rely on inferred data rather than member-provided information, reducing accuracy compared to LinkedIn. Google excels when you can identify intent signals through search behavior rather than needing to target specific job titles or companies.
Targeting comparison table
| Targeting Type | LinkedIn Ads | Google Ads |
|---|---|---|
| Company Name | Excellent (exact company targeting) | Limited (customer match only) |
| Job Title | Excellent (specific titles) | Limited (inferred data) |
| Seniority Level | Excellent (C-suite to IC) | Not available |
| Company Size | Excellent (employee count bands) | Available (less precise) |
| Industry | Excellent (granular categories) | Good (in-market audiences) |
| Search Intent | Not available | Excellent (keyword targeting) |
| In-Market Signals | Limited | Excellent (active researchers) |
| Remarketing | Good (website, content, video) | Excellent (massive network reach) |
| Lookalike/Similar | Good (professional attributes) | Good (behavioral signals) |
Cost Benchmarks: LinkedIn vs Google
Cost differences between these platforms are significant and must factor into budget allocation decisions. LinkedIn commands premium pricing for its professional audience; Google offers volume and reach at lower costs. Understanding these benchmarks helps you set realistic expectations and calculate potential ROI before launching campaigns. For specific LinkedIn pricing, see our LinkedIn Ads cost guide.
Cost per click (CPC) comparison
LinkedIn B2B campaigns typically range $5-15 CPC with competitive industries like software and financial services often exceeding $10. Google Search averages $1-5 CPC for most B2B keywords, though competitive terms like "enterprise software" or "business insurance" can reach $10-50. Google Display costs $0.50-2 CPC. YouTube averages $0.10-0.30 per view. These differences mean Google delivers 2-5x more clicks for the same budget.
Cost per mille (CPM) comparison
CPM reveals the cost of reach and brand awareness. LinkedIn CPMs range $30-80 depending on targeting precision and competition. Google Display Network averages $5-20 CPM. YouTube ranges $10-30 CPM. These differences make Google significantly more cost-effective for broad awareness campaigns, while LinkedIn's higher CPM reflects its premium professional audience.
Cost per lead (CPL) comparison
CPL tells a more nuanced story than CPC because it accounts for conversion rates. LinkedIn B2B campaigns typically achieve $50-200 CPL depending on offer and targeting. Google Search B2B campaigns range $30-150 CPL. However, LinkedIn Lead Gen Forms often reduce CPL by 30-50% compared to landing pages due to pre-filled professional data removing friction.
B2B cost benchmark comparison
| Metric | LinkedIn Ads | Google Search | Google Display |
|---|---|---|---|
| Average CPC | $5-15 | $1-5 | $0.50-2 |
| Competitive CPC | $10-20+ | $5-50 | $1-5 |
| Average CPM | $30-80 | $20-50 | $5-20 |
| Average CPL | $50-200 | $30-150 | $75-250 |
| Demo Request CPL | $100-300 | $75-200 | $150-400 |
| Content Download CPL | $25-75 | $20-60 | $40-100 |
| Lead Gen Form Rate | 10-15% | 3-8% (landing page) | 1-3% |
The quality factor
Raw cost comparisons miss the quality dimension. LinkedIn's $150 lead might convert to opportunity at 3x the rate of Google's $50 lead, making cost per qualified lead equivalent. Track qualification rates and downstream conversion to calculate true customer acquisition cost (CAC) from each platform. Many B2B marketers find that despite higher upfront costs, LinkedIn delivers comparable or better CAC due to lead quality.
Intent Signals and Funnel Position
The most important strategic difference between these platforms is where they engage prospects in the buying journey. Google captures active demand from people searching for solutions. LinkedIn creates demand by reaching people before they start searching. This fundamental difference should drive how you use each platform.
Google: Capturing existing demand
When someone searches "best project management software for agencies," they're expressing clear intent. They have a problem, they're researching solutions, and they're ready to engage. Google Search captures this demand at its peak moment. Conversion rates are highest because prospects self-qualify through their search behavior. The challenge is that search volume limits scale—you can only capture demand that exists.
Google Search positions naturally at the bottom of funnel where prospects compare options and make decisions. This makes it ideal for capturing demand generated by other channels, including LinkedIn awareness campaigns. When prospects search for your brand or product category, Google ensures you're present at that critical moment. For effective Google B2B lead generation, keyword strategy and negative keywords determine success.
LinkedIn: Creating new demand
LinkedIn reaches professionals before they recognize they need your solution. A VP of Marketing scrolling their LinkedIn feed might not be searching for attribution software, but an ad highlighting attribution challenges they experience can spark interest. LinkedIn creates demand by educating and engaging prospects who weren't actively looking. This top-of-funnel positioning enables scale beyond existing search demand.
LinkedIn's targeting lets you proactively reach decision-makers at target accounts regardless of whether they're searching. For products with limited search volume, emerging categories, or complex solutions that prospects don't know to search for, LinkedIn's push approach proves essential. The trade-off is lower immediate conversion rates since you're interrupting rather than responding to intent.
Funnel position comparison
| Funnel Stage | LinkedIn Ads | Google Ads |
|---|---|---|
| Awareness (Top) | Excellent (precise professional reach) | Good (Display, YouTube) |
| Consideration (Middle) | Good (thought leadership, webinars) | Excellent (Search, in-market) |
| Decision (Bottom) | Good (Lead Gen Forms, InMail) | Excellent (Search, remarketing) |
| Intent Level | Low to medium (interruption) | High (search), Low (display) |
| Scale Potential | Limited by audience size | Limited by search volume |
B2B Use Cases: When to Use Each Platform
Specific business scenarios favor one platform over the other. Understanding these use cases helps you allocate budget to maximize ROI rather than defaulting to a single platform for everything.
Use LinkedIn Ads when...
Running account-based marketing (ABM): LinkedIn's company name targeting lets you focus exclusively on your target account list. Upload a list of 500 target companies and reach only decision-makers at those specific organizations. No other platform matches this precision for ABM campaigns.
Targeting specific job titles or seniority: When you need to reach "CFOs at manufacturing companies" or "IT Directors at healthcare organizations," LinkedIn's member-provided data delivers accuracy that Google's inferred data cannot match. For products sold to specific roles, this precision justifies LinkedIn's premium.
Promoting thought leadership content: LinkedIn's professional context makes users more receptive to business content. Ebooks, reports, webinars, and industry insights perform better on LinkedIn where users expect professional content. Build credibility before prospects start searching.
Limited search volume exists: Emerging product categories, innovative solutions, or niche markets may have insufficient search volume to sustain Google campaigns. LinkedIn lets you reach target buyers even when they don't know to search for what you offer.
Long sales cycles require nurturing: Products with 6-12+ month sales cycles benefit from LinkedIn's ability to maintain presence throughout the buyer journey. Retarget engaged prospects with progressive content that moves them toward conversion over time.
Use Google Ads when...
Prospects actively search for solutions: If your target audience searches terms like "CRM software comparison" or "best accounting software for startups," Google Search captures this high-intent demand. Meet buyers at their moment of need with relevant ads.
Capturing competitor traffic: Bid on competitor brand terms to reach prospects already considering alternatives. When someone searches "Salesforce alternative" or "[Competitor] pricing," Google lets you present your solution at this critical decision moment.
Budget requires volume efficiency: Google's lower CPCs enable more clicks and broader reach within limited budgets. If you need volume and can optimize toward quality through landing page qualification, Google delivers more top-of-funnel traffic per dollar.
Remarketing at scale: Google Display Network reaches 90%+ of internet users, making it ideal for staying in front of website visitors as they browse the web. Remarketing on Google typically costs less than LinkedIn with broader reach.
Testing messaging quickly: Google's higher traffic volume enables faster statistical significance for A/B tests. Use Google to validate messaging and offers before investing in LinkedIn's higher-cost audience.
Platform selection by scenario
| Scenario | Best Platform | Why |
|---|---|---|
| Target 100 specific companies | Company name targeting for ABM | |
| Reach searching buyers | Google Search | Capture intent at search moment |
| C-suite awareness campaign | Seniority targeting unavailable elsewhere | |
| Competitor conquesting | Google Search | Bid on competitor brand searches |
| Webinar promotion | Professional audience, thought leadership | |
| Demo requests at scale | Google Search | Higher intent, lower cost |
| Brand awareness | Both | LinkedIn for precision, Google for reach |
| Website remarketing | Google Display | Broader reach, lower cost |
Combining LinkedIn and Google Ads: The Full-Funnel Approach
The most effective B2B advertising strategies combine both platforms, leveraging each where it excels. This full-funnel approach typically delivers 20-40% better ROI than single-platform strategies by ensuring presence throughout the buyer journey.
Full-funnel strategy framework
Top of funnel (Awareness): Use LinkedIn to build brand awareness among target decision-makers. Run Sponsored Content campaigns promoting thought leadership, industry reports, or educational content. Target by job title, company size, and industry to reach your ideal customer profile. Objective: Make your brand familiar before prospects start searching.
Middle of funnel (Consideration): Retarget LinkedIn engagers with deeper content—case studies, comparison guides, webinars. Run Google Search campaigns targeting problem-aware keywords ("how to improve sales productivity"). Use Google Display to stay visible to website visitors. Objective: Nurture interest and position your solution.
Bottom of funnel (Decision): Capture ready-to-buy prospects with Google Search campaigns targeting solution-aware keywords ("CRM software pricing," "[category] comparison"). Use LinkedIn Lead Gen Forms for demo requests from highly qualified prospects. Aggressively remarket to engaged visitors across both platforms. Objective: Convert to qualified opportunities.
Cross-platform retargeting
Build connected journeys across platforms. Upload LinkedIn Lead Gen submitters to Google Customer Match for continued engagement. Pixel LinkedIn visitors for Google Display remarketing. Use LinkedIn Insight Tag to retarget website visitors with professional messaging. This cross-pollination ensures consistent presence without relying on any single platform.
Budget allocation framework
Start with a 40/60 split: 40% LinkedIn (awareness, precise targeting) and 60% Google (intent capture, volume). Adjust based on results and industry dynamics. Companies with limited search volume or ABM focus may shift to 60/40 LinkedIn. Companies in high-search-volume categories may favor 30/70 Google. Track cost per qualified lead and customer acquisition cost by platform to optimize allocation.
| Funnel Stage | LinkedIn Role | Google Role | Budget Split |
|---|---|---|---|
| Awareness | Primary (targeted reach) | Secondary (Display, YouTube) | 60% LI / 40% Google |
| Consideration | Secondary (retargeting) | Primary (Search, Display) | 40% LI / 60% Google |
| Decision | Secondary (Lead Gen Forms) | Primary (Search) | 30% LI / 70% Google |
Attribution and Measurement Across Platforms
Multi-platform strategies require sophisticated attribution to understand each channel's contribution. LinkedIn often influences deals that convert through Google search—without proper attribution, LinkedIn's value remains hidden and budgets get misallocated to last-touch channels.
Cross-platform attribution challenges
Default last-click attribution credits Google Search for conversions that LinkedIn awareness actually generated. A prospect might see LinkedIn ads for weeks, then search your brand on Google and convert—last-click gives Google 100% credit. This distortion causes marketers to underinvest in LinkedIn awareness that actually drives demand. View-through conversions on LinkedIn show partial impact but don't fully capture influence.
Setting up proper measurement
Implement multi-touch attribution that distributes credit across the journey. Use UTM parameters consistently across both platforms to track touchpoints. Import CRM data to connect ad engagement with pipeline and revenue. Track assisted conversions in Google Analytics to see LinkedIn's influence on Google conversions. Build custom reports showing the full cross-platform journey.
Key metrics by platform
| Metric | LinkedIn Focus | Google Focus |
|---|---|---|
| Primary KPI | Cost per qualified lead | Cost per acquisition |
| Engagement | Content engagement rate | Click-through rate |
| Reach | Target account coverage | Impression share |
| Efficiency | Lead form completion rate | Conversion rate |
| Quality | SQL conversion rate | Qualification rate |
| Attribution | View-through conversions | Assisted conversions |
Industry-Specific Recommendations
Platform performance varies by industry based on search behavior, competitive dynamics, and buyer journey characteristics. These recommendations provide starting points—validate with your own data.
SaaS and software
High search volume exists for software categories, making Google Search essential for demand capture. LinkedIn excels for enterprise software targeting specific roles at large companies. Recommended split: 35% LinkedIn (ABM, enterprise), 65% Google (search volume capture). Focus LinkedIn on key accounts; use Google for market coverage.
Professional services
Relationship-driven sales favor LinkedIn's professional context. Limited search volume for many specialized services makes LinkedIn's targeting essential. Recommended split: 55% LinkedIn (thought leadership, targeting), 45% Google (brand search, remarketing). Invest heavily in content that demonstrates expertise.
Financial services
Highly competitive Google auctions drive CPCs exceptionally high. LinkedIn's professional targeting reaches decision-makers efficiently. Recommended split: 50% LinkedIn (precision targeting), 50% Google (intent capture). Use LinkedIn for awareness, Google for bottom-funnel conversion.
Manufacturing and industrial
Technical decision-makers often search for specific solutions. LinkedIn reaches operations and engineering roles effectively. Recommended split: 40% LinkedIn (role targeting), 60% Google (technical search terms). Ensure Google campaigns include technical specifications buyers search for.
Healthcare and life sciences
Highly regulated advertising requires platform compliance. LinkedIn's professional context suits B2B healthcare. Recommended split: 55% LinkedIn (HCP targeting, compliance), 45% Google (condition/treatment searches). Navigate restrictions carefully on both platforms.
Common Mistakes to Avoid
B2B marketers frequently make predictable errors when running campaigns across these platforms. Avoiding these mistakes improves performance and reduces wasted spend.
LinkedIn Ads mistakes
- Over-targeting: Audiences under 50,000 limit optimization and scale; broaden targeting if results stall
- Generic creative: LinkedIn's professional context requires thoughtful, role-specific messaging that stands out in feeds
- Ignoring Lead Gen Forms: Landing pages on LinkedIn often underperform Lead Gen Forms by 2-3x due to friction
- Wrong objective: Brand awareness objectives when you need leads, or vice versa; match objective to goal
- Insufficient budget: LinkedIn's minimum CPCs require adequate budget; $1,000/month campaigns struggle to gather data
Google Ads mistakes
- Broad match without negative keywords: B2B broad match attracts irrelevant traffic without extensive negative keyword lists
- Ignoring search intent: B2B keywords often have mixed intent; "CRM software" includes job seekers, students, and buyers
- Landing page mismatch: Sending all traffic to homepage instead of relevant landing pages destroys conversion rates
- Display without remarketing: Cold Display campaigns rarely work for B2B; focus Display spend on remarketing
- Inadequate conversion tracking: Tracking form fills without quality signals prevents optimization toward real outcomes
Cross-platform mistakes
- Siloed management: Running platforms independently without coordinated strategy wastes budget overlap
- Last-click attribution only: Undervalues LinkedIn's awareness contribution to Google conversions
- Inconsistent messaging: Different value propositions across platforms confuse prospects in multi-touch journeys
- No cross-platform audiences: Missing opportunities to retarget LinkedIn engagers on Google and vice versa
- Static budget allocation: Failing to shift budget based on performance data from each platform
Implementation Checklist
Use this checklist to ensure your cross-platform B2B strategy covers essential elements for success:
Strategy and planning
- Define target accounts and personas for LinkedIn precision targeting
- Research search volume and keywords for Google campaigns
- Map content and offers to funnel stages across both platforms
- Set budget allocation between platforms based on objectives
- Establish attribution model for cross-platform measurement
LinkedIn setup
- Install LinkedIn Insight Tag on website for retargeting
- Upload customer lists for Matched Audiences and lookalikes
- Build target account lists for ABM campaigns
- Create Lead Gen Forms with appropriate qualification questions
- Configure CRM integration for real-time lead sync
Google setup
- Configure Google Ads conversion tracking with value data
- Build remarketing audiences from website visitors
- Research and organize keywords by intent level
- Create negative keyword lists for B2B filtering
- Set up audience segments for in-market and affinity targeting
Cross-platform integration
- Implement consistent UTM parameters across platforms
- Configure Google Analytics for multi-touch attribution
- Upload LinkedIn leads to Google Customer Match
- Build cross-platform reporting dashboards
- Establish regular optimization review cadence
The LinkedIn vs Google Ads decision isn't binary—the most successful B2B marketers leverage both platforms strategically. LinkedIn delivers unmatched professional targeting for awareness and precision campaigns. Google captures high-intent demand and provides efficient remarketing at scale. Together, they create a full-funnel engine that builds awareness, nurtures consideration, and captures conversion. Start with the use cases that match your immediate needs, measure results carefully, and expand your cross-platform strategy as you validate performance.
Ready to optimize your B2B advertising across both platforms? Benly's AI-powered analytics help you understand which campaigns truly drive qualified pipeline—not just clicks or form fills. Track the full journey from first LinkedIn impression to Google conversion, identifying the combinations that produce your best customers. Stop guessing at budget allocation and start making data-driven decisions that maximize return across every advertising dollar.
