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LinkedIn Ads and Google Ads: Which One Suits Your Business Best?
I’ve recently been dipping my toe in to more and more paid online advertising — via Google Ads, LinkedIn Ads, Facebook Ads and Instagram Ads. Both for my own business and side-hustles, but also to help my customers achieve their goals.
Why Paid Online Ads Are Important
In 2025, the importance of paid online advertising has skyrocketed because of the saturated digital environment and evolving consumer habits. As organic reach diminishes across various platforms, businesses must invest in paid ads to maintain visibility, quickly connect with their target audience, and stay competitive. Sophisticated targeting features on platforms such as Google, LinkedIn, and Meta enable advertisers to send tailored messages at optimal times, enhancing conversion rates. Moreover, insights derived from paid campaigns inform marketing strategies and improve return on investment. In today’s fast-moving, digital-centric world, paid advertising is crucial for ongoing growth and maintaining relevance.
LinkedIn Ads vs Google Ads: Which Platform Is Right for Your Business?
In the current digital marketing world, two major players shine for advertisers looking to connect with quality audiences online: LinkedIn Ads and Google Ads. Although both platforms can generate leads, conversions, and brand awareness, they cater to distinct needs and perform best in different situations. The choice between them hinges on your business objectives, target demographic, and financial plan.
Audience Targeting: Professional vs Intent-Based
LinkedIn Ads excel at reaching professionals like no other platform. With a user base exceeding 1 billion, LinkedIn offers comprehensive filtering options such as:
- Job title
- Company size
- Industry
- Seniority
- Education
Skills and Interests
This positions it as an excellent option for B2B marketing, hiring, and premium services directed at key decision-makers. In contrast, Google Ads focuses on user intent. With search advertising, you can present your ads to individuals who are currently seeking your products or services. While Google also provides display, YouTube, and shopping ads, the main benefit is the ability to target users based on their immediate search queries.
Ad Formats and Placement
LinkedIn Ads offer:
- Sponsored content — via feeds
- Message ads — direct inbox
- Text and dynamic ads — sidebars
- Lead generation forms
These formats are perfect for establishing thought leadership, enhancing brand presence in B2B, and capturing high-quality leads.
Google Ads include:
- Search ads — text on search results
- Display ads via banners across millions of websites
- Video ads on YouTube
- Shopping ads for e‑commerce
Google offers greater diversity and accessibility, particularly for B2C products, local services, and online shopping.
Cost and ROI
LinkedIn Ads usually come with a higher cost per click (CPC) and cost per lead (CPL), typically between £4 and £15 or more per click, depending on your targeting. Nevertheless, the quality of leads is often superior, particularly in specialized professional sectors.
Google Ads offers greater budget flexibility, particularly when focusing on less competitive keywords. However, in highly competitive fields such as law or finance, the cost per click can be quite high. The return on investment largely relies on how effectively you align your ad copy with high-intent keywords.
When to Use LinkedIn Ads
Use LinkedIn Ads if:
- You’re targeting professionals or businesses.
- You sell high-value services that require a longer sales cycle.
- Your offer depends on job title, industry, or decision-making authority.
- Brand positioning as an expert or leader is important.
When to Use Google Ads
Use Google Ads if:
- You want to capture people actively searching for your product/service.
- You run a B2C or local business.
- You sell lower-ticket or impulse-buy items.
- You want flexibility with different ad types and remarketing strategies.
Can You Use Both?
Definitely! Numerous effective campaigns leverage Google Ads to capture demand from those ready to make a purchase, while utilizing LinkedIn Ads to generate interest within your target B2B audience. Together, they form a comprehensive marketing strategy that covers all stages of the funnel.
Conclusion
There’s no universal solution in the discussion of LinkedIn Ads versus Google Ads. LinkedIn excels in targeting B2B and professional audiences, whereas Google is the leader in attracting high-intent traffic across various sectors. Understanding your audience and objectives is crucial for making the best decision — or for leveraging both platforms effectively.
