Google Ads vs. LinkedIn Ads: Best Practices for B2B Lead Gen

Navigating the B2B Ad Landscape

Knowing where to allocate your budget is half the battle in B2B performance marketing. Should you capture high-intent searchers on Google or target specific professionals on LinkedIn? The answer is usually both, but strategically sequenced.

Google Ads: Capturing Intent

Google Ads is unmatched for capturing existing demand. When a procurement manager searches for "enterprise inventory management software," you need to be there. We build highly specific keyword structures to capture this bottom-of-funnel intent.

LinkedIn Ads: Creating Demand

LinkedIn is where you create demand among people who don't even know they need your solution yet. We use LinkedIn to target specific job titles and company sizes, educating them on the problem and introducing your solution.