Your decision-making guide based on budget, goals & sales cycle
When it comes to B2B advertising, two platforms dominate the conversation: Google Ads and LinkedIn Ads. Both can drive leads, generate pipeline, and scale growth — but only if used in the right context.
So the big question is: which one should you start with?
Let’s break it down based on goals, budget, audience targeting, and sales cycles.
🔍 1. The Key Differences at a Glance
| Feature | Google Ads | LinkedIn Ads |
|---|---|---|
| Intent | High (search-based) | Low-to-medium (interest-based) |
| Targeting | Keywords, location, device | Job title, company size, industry |
| Cost | $$ – Moderate | $$$ – High |
| Best For | Lead capture, solution-aware users | Brand awareness, decision-maker targeting |
| Sales Cycle Fit | Mid to bottom funnel | Top to mid funnel |
2. Start with Your Objective
If your goal is lead generation from high-intent buyers:
Start with Google Ads.
People searching on Google are actively looking for a solution. If your offer (demo, consultation, free trial) is valuable and your landing page is solid, you can start capturing leads right away.
➡ Example: A SaaS product targeting “best expense management software” queries can drive leads directly from Google Search Ads.
If your goal is brand awareness or targeting specific roles or companies:
Start with LinkedIn Ads.
LinkedIn shines when you want to reach niche audiences like “CFOs in manufacturing” or “HR managers at 200+ employee companies.” It’s ideal for educating and introducing your solution to people who may not be searching — yet.
➡ Example: A complex B2B product can run thought-leadership content or lead magnets for HR Directors across specific firms.
3. Budget: How Much Are You Willing to Spend?
- Google Ads CPC (Cost Per Click): $2 – $7 (depending on industry)
- LinkedIn Ads CPC: $5 – $15+
- LinkedIn Ads CPM (Cost per 1000 impressions): $50 – $100+
If your budget is limited (under $1,500/month), start with Google Search Ads — you’ll reach buyers already in-market and get faster returns.
If you’re ready to invest in long-term brand building, and can allocate $3,000+ per month, LinkedIn is a great addition for demand generation and account-based marketing.
4. Match Your Ad Strategy to Sales Cycle Length
- Shorter Sales Cycles (1–4 weeks):
Go with Google Ads to reach active buyers ready to take action. - Longer Sales Cycles (3+ months):
Layer in LinkedIn Ads early in the journey to nurture awareness and trust. Then follow up with Google & retargeting.
5. Best-of-Both: Why Not Combine Them?
Here’s what a winning B2B ad funnel might look like:
- LinkedIn Ads → Awareness & Top-of-Funnel content
- Google Ads → Capture bottom-funnel demand
- Retargeting (Google Display, Meta, LinkedIn) → Stay top of mind & close the loop
Pro Tip: Use LinkedIn for account-based targeting and pair it with high-intent Google Search campaigns for the best of both worlds.
6. Final Decision Guide
| Your Situation | Recommended Platform |
|---|---|
| Limited budget & need quick leads | Google Ads |
| Want to build authority & awareness | LinkedIn Ads |
| Need to target specific companies/roles | LinkedIn Ads |
| Selling to people actively searching | Google Ads |
| Sales team asks for qualified leads fast | Google Ads |
| Long sales cycle or high-ticket product | LinkedIn + Google Combo |
Conclusion: Choose Based on Strategy, Not Hype
Both platforms are powerful — but they serve different purposes.
👉 Start with Google Ads if you want fast, measurable lead generation.
👉 Start with LinkedIn Ads if you’re building brand equity with a defined audience.
🎯 Combine both when you want to create a full-funnel strategy that converts cold prospects into sales-ready leads.
Need help deciding or launching your first campaign?
Let’s map out your funnel together. Book a free strategy call.
