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. Put another way, all online advertising is about building physical and mental availability. Google Ads is about physical availability--being there during the purchase process--whereas LinkedIn Ads is about mental availability--creating memory structures so when your prospects enter the buying cycle, they remember to consider you.

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