LinkedIn ads vs Google Ads represents one of the most important platform decisions for B2B marketers. Both platforms dominate digital advertising but serve fundamentally different purposes: Google captures demand from prospects actively searching for solutions, while LinkedIn creates demand by reaching decision-makers based on professional attributes. This guide compares both platforms across cost, targeting, conversion paths, and use cases to help you determine the right mix for your B2B advertising strategy in 2026.
Understanding the core distinction between these platforms shapes everything else about your advertising strategy.
Google Ads excels at capturing demand that already exists. When someone searches "CRM software for small business" or "best project management tools," they're actively researching solutions. Google processes over 8.5 billion searches per day, making it the largest intent-capture platform available.
Strengths of intent-based advertising:
Limitations:
LinkedIn Ads operates on a discovery model—you reach prospects based on who they are, not what they're searching for. With over 1 billion members globally, LinkedIn provides unmatched access to professional audiences who may not yet be actively searching.
Strengths of discovery-based advertising:
Limitations:
| Scenario | Best Platform | Why |
|---|---|---|
| Prospects actively searching | Google Ads | Captures existing intent |
| New product category | LinkedIn Ads | Creates awareness |
| Known buying committees | LinkedIn Ads | Precise professional targeting |
| High search volume keywords | Google Ads | Scale of demand capture |
| Account-based marketing | LinkedIn Ads | Company-level targeting |
| Immediate sales needed | Google Ads | Faster conversion path |
Both platforms command premium pricing, but the cost structures differ significantly.
Google Ads uses auction-based pricing with costs varying dramatically by keyword competitiveness.
Average costs for B2B:
Cost drivers:
LinkedIn consistently ranks among the most expensive social advertising platforms, but delivers premium professional audiences.
Average costs for B2B:
Cost drivers:
| Metric | Google Ads (B2B) | LinkedIn Ads |
|---|---|---|
| Average CPC | $2-$7 | $4-$9 |
| Competitive CPC | $15-$50+ | $10-$14 |
| Average CPM | $3-$10 | $27-$65 |
| Average CPL | $40-$80 | $75-$150 |
| Minimum Daily Budget | $1 | $10 |
Important context: Raw cost comparisons miss the full picture. LinkedIn's higher CPL often delivers higher-quality leads with better MQL-to-SQL conversion rates (20-30% vs 8-15% on other platforms).
The targeting capabilities of each platform reflect their core data advantages.
Google's targeting leverages search behavior, website visits, and user demographics.
Search campaign targeting:
Display/Video targeting:
B2B limitations:
LinkedIn's targeting uses declared professional data—information members provide about themselves.
Professional targeting:
Company targeting:
Advanced options:
| Capability | Google Ads | LinkedIn Ads |
|---|---|---|
| Keyword intent | Excellent | None |
| Job title targeting | Limited | Excellent |
| Company name targeting | Limited | Excellent |
| Seniority targeting | None | Excellent |
| Remarketing | Excellent | Good |
| Account-based marketing | Limited | Excellent |
| Geographic precision | Excellent | Good |
| B2B audience quality | Moderate | Excellent |
The journey from ad click to conversion differs significantly between platforms.
Google captures prospects further down the funnel with clearer purchase intent.
Typical B2B path:
Conversion timeline: Often shorter (days to weeks) because prospects are already researching solutions.
Conversion types that work:
LinkedIn typically catches prospects earlier, requiring more nurturing touchpoints.
Typical B2B path:
Conversion timeline: Generally longer (weeks to months) because prospects may not have active need.
Conversion types that work:
| Factor | Google Ads | LinkedIn Ads |
|---|---|---|
| Purchase intent | High (active search) | Variable |
| Lead volume | High | Moderate |
| Lead quality | Variable | Generally higher |
| MQL-to-SQL rate | 8-15% | 20-30% |
| Sales cycle length | Shorter | Longer |
| Deal value correlation | Moderate | Strong |
Different scenarios call for different platform priorities.
1. High search volume categories When prospects actively search for your solution category, Google captures that demand efficiently.
Example: "accounting software for small business" has 12,000+ monthly searches—prime Google territory.
2. Competitive established markets In mature markets where buyers know to search, Google delivers qualified traffic at scale.
3. Lower ACV products ($1K-$10K) Faster sales cycles and higher volume needs favor Google's conversion speed.
4. Bottom-of-funnel conversion When prospects are ready to buy, Google captures that moment better than any platform.
1. New product categories When prospects don't know to search for your solution, LinkedIn creates awareness.
Example: An AI-powered compliance tool—prospects don't know to search, but you can reach Chief Compliance Officers directly.
2. High ACV enterprise sales ($50K+) Longer sales cycles and specific buyer committees justify LinkedIn's higher costs.
3. Account-based marketing When you know exactly which companies to target, LinkedIn's company targeting is unmatched.
4. Specific decision-maker access Reaching VPs of Engineering or CFOs at target companies is LinkedIn's strength.
5. Thought leadership and brand building Establishing expertise with professional audiences drives long-term pipeline.
Most successful B2B advertisers use both platforms strategically:
| Strategy | Google Role | LinkedIn Role |
|---|---|---|
| Full-funnel | Capture bottom-funnel searches | Build top-funnel awareness |
| ABM support | Retarget engaged accounts | Target account lists |
| Content promotion | Capture content seekers | Promote to specific roles |
| Event marketing | Capture event searches | Target by job function |
How should you divide budget between LinkedIn ads vs Google Ads? Consider these frameworks.
When search volume is low or non-existent:
Focus on demand creation through LinkedIn, with Google capturing any emerging search interest.
When prospects actively search:
Capture existing demand via Google while using LinkedIn for awareness and ABM.
When targeting specific companies:
LinkedIn's company targeting drives the strategy; Google supports it.
| Sales Cycle | Google Allocation | LinkedIn Allocation |
|---|---|---|
| Under 30 days | 70% | 30% |
| 30-90 days | 50% | 50% |
| 90+ days | 30% | 70% |
Longer cycles benefit from LinkedIn's nurturing capabilities; shorter cycles favor Google's intent capture.
Start with a 60/40 split (favoring your hypothesis), then optimize based on:
Track beyond lead generation—measure revenue attribution to determine true platform ROI.
Neither platform is universally "better"—the right choice depends on your specific situation. Google Ads excels when prospects actively search for solutions (established categories, high search volume). LinkedIn Ads wins when you need to reach specific decision-makers or create awareness in categories with low search volume. Most B2B advertisers get best results using both platforms strategically.
LinkedIn's costs are generally higher on a per-click and per-lead basis. Average LinkedIn CPCs run $4-$9 versus $2-$7 for Google B2B keywords, and LinkedIn CPL averages $75-$150 versus $40-$80 on Google. However, LinkedIn often delivers higher-quality leads with better MQL-to-SQL conversion rates, potentially delivering better cost-per-opportunity despite higher upfront costs.
Absolutely—and this is often the most effective approach. Use LinkedIn for top-of-funnel awareness and account-based targeting, then use Google to capture demand from prospects who begin searching. Retargeting visitors across both platforms creates multiple touchpoints that increase conversion rates throughout the buyer journey.
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