LinkedIn Ads vs Google Ads for B2B

They do different jobs. Google Ads captures existing demand. Someone searches "CRM for mid-market companies" and you show up. LinkedIn Ads creates demand and builds awareness with people who aren't searching yet but match your buyer profile. Google Ads typically delivers lower CPCs ($2–$8 for B2B search) and higher intent per click, which results in a lower cost-per-lead if you're using last click attribution. LinkedIn Ads usually cost more ($5–$15 CPC), but you target by job title, company, and seniority in ways search can't, and access prospects not already in-market. For B2B with long sales cycles and multiple decision-makers, most companies need both. Google captures the 3–5% of the market actively searching for a solution, while LinkedIn reaches the other 95%. The strongest results come from running LinkedIn Ads for brand awareness and ABM alongside Google Ads for demand capture. They compound each other.

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