LinkedIn B2B Ads vs. Google Ads: Which Platform Delivers Better Results?

Picking the right place to advertise can really help your B2B campaign do well. LinkedIn Ads and Google Ads are two big choices. But which one works better? LinkedIn is great for reaching professionals and people who make decisions. It has a click-through rate (CTR) of 0.44% to 0.65% for Sponsored Content. The conversion rate can go up to 5.25% for lead generation campaigns (D3mandable, 2024). On the other hand, Google Ads reaches more people. It has an average B2B conversion rate of 2.23%. The best campaigns can get over 11% (Belkins, 2023). In this blog, we'll look at important numbers like CTR, cost-per-click (CPC), conversion rates, and cost-per-lead (CPL). We'll compare LinkedIn and Google to see which is better. Whether you want to target specific people or get the most out of your money, this will help you choose where to spend your ad budget. - CTR means how often people click on your ad. - CPC is how much you pay each time someone clicks. - Conversion rate is the percentage of people who do what you want after seeing your ad. - CPL is how much it costs to get one new lead.

When choosing where to advertise for B2B, LinkedIn and Google Ads have different strengths. Their performance numbers show what makes each one special. This can help marketers pick the best place for their ads. LinkedIn Ads are great at targeting specific people. They let advertisers reach decision-makers and professionals easily. This is called precise audience targeting. LinkedIn's ads get almost twice as many views as Google Ads. For the same amount of money, LinkedIn got 32,658 views while Google got 17,218 views (LinkedIn Ads vs. Google Ads: Which Platform Should Your B2B ... - Execo, LinkedIn Ads vs. Google Ads: A 30-Day Comparative Analysis). Google Ads, on the other hand, reach more people overall. They are good for businesses that want to grow their ads fast. Google Ads target people who are ready to buy, which is called buyer intent. LinkedIn's click-through rate (CTR) for ads is between 0.44% and 0.65%. This is how often people click on the ads. It's a good number for B2B ads. Also, LinkedIn's cost-per-click (CPC) is $2 to $3 for B2B ads. This is much less than Google Ads, where CPC can be $5.58 to $10 (The ultimate guide to B2B social media ad benchmarks in 2024 - Umault, From Budgets to Bids: Your 2024 Guide to LinkedIn Ad Costs). So, LinkedIn is better for reaching the right people at a lower cost. Google Ads are better if you want to reach more people quickly.

One of the most significant challenges in LinkedIn B2B ad campaigns is mastering the platform's advanced targeting options. LinkedIn allows advertisers to choose from over 20 audience attribute categories, such as job title, company size, and industry, enabling hyper-targeted campaigns (LinkedIn Ads Targeting Options [The Complete Guide for B2B Advertisers]). However, this level of granularity can be overwhelming for marketers unfamiliar with the platform. To overcome this, businesses should focus on combining multiple targeting attributes to refine their audience and maximize relevance. Another common hurdle is the higher cost-per-click (CPC) on LinkedIn compared to other platforms. For instance, LinkedIn's CPC for Sponsored Content ranges from $8 to $12, which is significantly higher than the $2 to $3 CPC for some Google Ads campaigns (The ultimate guide to B2B social media ad benchmarks in 2024). Despite the higher costs, LinkedIn's ability to reach decision-makers and professionals often justifies the investment. In fact, LinkedIn lead generation is considered 227% more effective than other advertising platforms (LinkedIn Advertising Statistics & Benchmarks that B2B Marketers Need to Know). Content creation also poses a challenge, as LinkedIn audiences expect professional, value-driven content. Ads that address industry pain points or offer actionable insights, such as case studies or reports, tend to perform better (Case studies of B2B lead generation with LinkedIn Ads). By focusing on these strategies, marketers can navigate LinkedIn's complexities and achieve meaningful results.

Many industries use LinkedIn Ads to reach the right people for their B2B marketing. LinkedIn lets you target specific groups like bosses and important people in different fields. You can choose from over 20 different ways to pick your audience. This includes their job title, how big their company is, and how high up they are in their job (The Ultimate Guide To B2B Marketing On LinkedIn - Foundation Marketing). This makes LinkedIn a top pick for businesses in tech, healthcare, and finance. These industries need to talk to the right people. For example, LinkedIn Ads can turn 2.35% to 5.25% of clicks into leads for B2B campaigns (LinkedIn Ads | Conversion Rate Benchmarks - D3mandable). This is better than Google Ads, which only turns 2.23% of clicks into leads (B2B Conversion Rates in Numbers: Our Data + Benchmarks - Belkins). LinkedIn also uses Sponsored Content like single images and videos. These ads get clicked 0.44% to 0.65% of the time (The ultimate guide to B2B social media ad benchmarks in 2024 - Umault). Even though LinkedIn Ads cost more per click, they are worth it. The cost per click (CPC) for LinkedIn Sponsored Content is between $8 and $12 (LinkedIn Advertising Statistics & Benchmarks that B2B Marketers Need to Know). This higher price helps you reach the best people and build strong business relationships.

To get the most out of LinkedIn Ads, you need to use smart strategies. One great way is to use LinkedIn's advanced targeting. This means you can pick your audience using over 20 different categories like job title, industry, and company size (The Future of B2B Audience Targeting with LinkedIn). This helps you reach the people who make decisions, making LinkedIn perfect for B2B campaigns. The type of ad you choose also matters a lot. Sponsored Content is a popular choice on LinkedIn. It lets you share messages that fit well with professional audiences (LinkedIn Ads: The Guide to Mastering B2B Advertising in 2024). Using lead generation forms in your ads can also help. These forms make it easier for people to give you their info, which can boost your conversion rates by 2-3% (LinkedIn Advertising Statistics & Benchmarks that B2B Marketers Need to Know). Making your ads personal is key too. Ads that talk about specific industry problems or offer useful insights, like case studies or reports, do really well (How to Use LinkedIn Advertising for B2B Success). By using these strategies and keeping an eye on how well your ads are doing, you can make your LinkedIn campaigns work even better.

LinkedIn B2B ads often succeed because they bring in high-quality leads. They use smart strategies and tools. For example, LinkedIn's lead generation forms make it easier for people to give their info. This boosts conversion rates by 2-3% (LinkedIn Advertising Statistics & Benchmarks that B2B Marketers Need to ...). LinkedIn Ads are also 277% better than Twitter and Facebook at generating B2B leads. This shows how strong LinkedIn is in this area (Case Studies: Successful LinkedIn Ad Campaigns and Conversion ...). One big reason for success is LinkedIn's ability to target specific groups of professionals. Advertisers can pick from over 20 different categories. These include job titles, industries, and company sizes. This helps ads reach the right people, like decision-makers (B2B Targeting | LinkedIn Ads Blog). Content that solves industry problems or gives useful tips also does well on LinkedIn. Things like whitepapers or case studies are popular (Case Studies: Successful LinkedIn Ad Campaigns and Conversion ...). By using precise targeting, engaging ad types like Sponsored Content, and tools like lead generation forms, LinkedIn Ads help B2B marketers get real results. They also build lasting relationships with their audience.