{"id":687455,"date":"2025-08-27T17:25:15","date_gmt":"2025-08-27T14:25:15","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/"},"modified":"2025-08-27T17:25:15","modified_gmt":"2025-08-27T14:25:15","slug":"linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/","title":{"rendered":"LinkedIn Ads or Google Ads? A framework for smarter B2B decisions"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e6af09d8df\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e6af09d8df\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Understanding_demand_generation_vs_demand_capture\" >Understanding demand generation vs. demand capture<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Demand_capture\" >Demand capture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Demand_generation\" >Demand generation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Putting_demand_capture_vs_generation_to_channels\" >Putting demand capture vs. generation to channels<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Google_Ads_Search_campaigns_Demand_capture\" >Google Ads Search campaigns: Demand capture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#LinkedIn_Ads_Demand_generation\" >LinkedIn Ads: Demand generation<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#%E2%80%98Who_vs_%E2%80%98what_targeting_decision_framework\" >\u2018Who\u2019 vs. \u2018what\u2019 targeting decision framework<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#%E2%80%98What_targeting\" >\u2018What\u2019 targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#%E2%80%98Who_targeting\" >\u2018Who\u2019 targeting&nbsp;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Why_search_vocabulary_matters_in_go-to-market_phases\" >Why search vocabulary matters in go-to-market phases<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Beyond_full_funnel_Building_a_full-experience_paid_media_strategy\" >Beyond full funnel: Building a full-experience paid media strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#1_Awareness_and_trust-building\" >1. Awareness and trust-building<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#2_Credibility_and_consideration\" >2. Credibility and consideration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#3_Conversion_and_in-market_capture\" >3. Conversion and in-market capture<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Bringing_it_all_together_Which_channel_should_you_choose\" >Bringing it all together: Which channel should you choose?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Use_Google_Ads_search_when\" >Use Google Ads search when:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Use_LinkedIn_Ads_when\" >Use LinkedIn Ads when:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Use_both_when\" >Use both when:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-ads-or-google-ads-a-framework-for-smarter-b2b-decisions\/#Making_the_right_choice_for_your_B2B_strategy\" >Making the right choice for your B2B strategy<\/a><\/li><\/ul><\/nav><\/div>\n<div><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/08\/LinkedIn-Ads-or-Google-Ads-A-framework-for-smarter-B2B-decisions.png\" class=\"attachment-large size-large wp-post-image\" alt=\"LinkedIn Ads or Google Ads? A framework for smarter B2B decisions\" style=\"margin-bottom: 15px\" \/><\/div>\n<p>B2B marketers want to know: Should I invest in Google Ads or LinkedIn Ads?\u00a0<\/p>\n<p>Most of the time, it\u2019s not a simple either-or decision; however, there are signals that can help guide how you prioritize your time and advertising budget between channels.&nbsp;<\/p>\n<p>While Google Ads is still a powerful channel for B2B advertisers, it\u2019s not the only one.&nbsp;<\/p>\n<p>LinkedIn Ads is becoming a larger player in generating qualified leads, especially for B2B products and services that are newer to market.&nbsp;<\/p>\n<p>This article will cover:<\/p>\n<ul class=\"wp-block-list\">\n<li>The core differences between Google and LinkedIn Ads for B2B brands.<\/li>\n<li>How to map them to your customer journey.<\/li>\n<li>A framework for prioritizing channels based on your product or service, audience, and stage in the market.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-understanding-demand-generation-vs-demand-capture\"><span class=\"ez-toc-section\" id=\"Understanding_demand_generation_vs_demand_capture\"><\/span>Understanding demand generation vs. demand capture<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before selecting an advertising channel, you should clarify your objective.&nbsp;<\/p>\n<p>Are you trying to capture demand that already exists, or are you trying to generate demand?&nbsp;<\/p>\n<p>Let\u2019s talk about each.&nbsp;<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-demand-capture\"><span class=\"ez-toc-section\" id=\"Demand_capture\"><\/span>Demand capture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There is already knowledge about and interest in your product or service.&nbsp;<\/p>\n<p>This is usually a more established product or service that comes with a common language or vocabulary around the product\/service.&nbsp;<\/p>\n<p>People also <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly know whether they want (or need) it or not, so they can seek it out for themselves.&nbsp;<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-demand-generation\"><span class=\"ez-toc-section\" id=\"Demand_generation\"><\/span>Demand generation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your product or service could be newer to market and require education\/awareness of how the brand can solve a particular audience\u2019s problems.&nbsp;<\/p>\n<p>There might not be a defined search vocabulary here, so your target audience may not be actively searching for your solution.&nbsp;<\/p>\n<p>Overall, people might not know if they need the solution, so it requires proactively <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roaching them since they are unlikely to come to you.&nbsp;<\/p>\n<p><strong><em>Dig deeper: Top 6 B2B paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> platforms: Where and how to advertise effectively<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-putting-demand-capture-vs-generation-to-channels\"><span class=\"ez-toc-section\" id=\"Putting_demand_capture_vs_generation_to_channels\"><\/span>Putting demand capture vs. generation to channels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-google-ads-search-campaigns-demand-capture\"><span class=\"ez-toc-section\" id=\"Google_Ads_Search_campaigns_Demand_capture\"><\/span>Google Ads Search campaigns: Demand capture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Search campaigns excel at capturing buyers already in-market and actively searching for a solution.&nbsp;<\/p>\n<p>As long as your target market has the right language to find you, this is a great way to attract more customers.&nbsp;<\/p>\n<p>Channel clues:<\/p>\n<ul class=\"wp-block-list\">\n<li>Your product or service has a defined search vocabulary.<\/li>\n<li>Prospects are aware of the problem and are looking for a solution.<\/li>\n<li>You have high-intent, conversion-focused offers (demo, consult, trial).<\/li>\n<\/ul>\n<p>Google Search campaigns are ideal here. If people are already looking for what you sell, you need to show up when they search.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-linkedin-ads-demand-generation\"><span class=\"ez-toc-section\" id=\"LinkedIn_Ads_Demand_generation\"><\/span>LinkedIn Ads: Demand generation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>LinkedIn Ads campaigns are able to get in front of your target customer via audience targeting.&nbsp;<\/p>\n<p>This channel excels at reaching B2B decision-makers who aren\u2019t actively searching yet.<\/p>\n<p>Channel clues:&nbsp;<\/p>\n<ul class=\"wp-block-list\">\n<li>You\u2019re in go-to-market mode or launching a new solution<\/li>\n<li>There\u2019s no clear search vocabulary<br \/>You need to educate your audience about the problem and your solution<\/li>\n<\/ul>\n<p>LinkedIn Ads allow you to put the right message in front of the right people based on job title, function, seniority, company size, and more.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-who-vs-what-targeting-decision-framework\"><span class=\"ez-toc-section\" id=\"%E2%80%98Who_vs_%E2%80%98what_targeting_decision_framework\"><\/span>\u2018Who\u2019 vs. \u2018what\u2019 targeting decision framework<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Another helpful way to think about channels and campaign tactics is to understand the most appropriate targeting mechanisms.&nbsp;<\/p>\n<p>These can be divided into two main categories:&nbsp;<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWhat\u201d targeting.<\/li>\n<li>\u201cWho\u201d targeting.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-what-targeting\"><span class=\"ez-toc-section\" id=\"%E2%80%98What_targeting\"><\/span>\u2018What\u2019 targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This means that people are looking for something, whether it be a product or service.&nbsp;<\/p>\n<p>Generally, \u2018what\u2019 targeting is a good indicator that search campaigns with high-intent keywords will work in your favor.&nbsp;<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-who-targeting-nbsp\"><span class=\"ez-toc-section\" id=\"%E2%80%98Who_targeting\"><\/span>\u2018Who\u2019 targeting&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This focuses on the audience or prospective buyer\u2019s attributes rather than your product or service.&nbsp;<\/p>\n<p>They may or may not be in the market for what you\u2019re offering, but you have a defined set of attributes that you know correspond to the types of customers you want more of.&nbsp;<\/p>\n<p>For B2B, this lends itself nicely to LinkedIn Ads targeting, since you can plug in different professional and company attributes in your campaign targeting to generate awareness, educate, and convert your target customer.&nbsp;<\/p>\n<p>If people know what to search for, Google search will likely convert well.&nbsp;<\/p>\n<p>If not, target who they are on LinkedIn and guide them into your funnel through helpful content, education, and brand touchpoints.<\/p>\n<p><strong><em>Dig deeper: How to optimize B2B PPC spend when budgets and confidence are low<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>letter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<p>\t\t\t\t\tMktoForms2.loadForm(&#8220;https:\/\/app-sj02.marketo.com&#8221;, &#8220;727-ZQE-044&#8221;, 16298, function(form) {<br \/>\n\t\t\t\t\t\t\/\/ form.onSubmit(function(){<br \/>\n\t\t\t\t\t\t\/\/ });<\/p>\n<p>\t\t\t\t\t\t\/\/ form.onSuccess(function (values, followUpUrl) {<br \/>\n\t\t\t\t\t\t\/\/ });<br \/>\n\t\t\t\t\t});<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\" style=\"font-size: .75rem\">See terms.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\" \/>\n<h2 class=\"wp-block-heading\" id=\"h-why-search-vocabulary-matters-in-go-to-market-phases\"><span class=\"ez-toc-section\" id=\"Why_search_vocabulary_matters_in_go-to-market_phases\"><\/span>Why search vocabulary matters in go-to-market phases<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many B2B companies overlook the fact that if no one knows what to search for, your Google search campaigns won\u2019t work.<\/p>\n<p>In go-to-market scenarios:<\/p>\n<ul class=\"wp-block-list\">\n<li>Buyers don\u2019t yet know how to describe the problem.<\/li>\n<li>The category may be emerging or undefined.<\/li>\n<li>High-intent keywords may be limited or non-existent.<\/li>\n<\/ul>\n<p>In these cases, you should consider LinkedIn Ads or other demand gen channels for the majority of your ad investment to build awareness and shape demand.<\/p>\n<p>But you don\u2019t have to write off Google entirely. You can still:<\/p>\n<ul class=\"wp-block-list\">\n<li>Run branded search to protect your name for the future.\u00a0<\/li>\n<li>Launch competitor keyword campaigns (even if they aren\u2019t a direct 1:1 competitor, if there is decent search volume, it can be a way for you to get in front of qualified searches and educate your audience about your brand).\u00a0<\/li>\n<li>Use retargeting for warm audiences who have visited your site.<\/li>\n<li>Use Google Display prospecting or Demand Gen campaigns.\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-beyond-full-funnel-building-a-full-experience-paid-media-strategy\"><span class=\"ez-toc-section\" id=\"Beyond_full_funnel_Building_a_full-experience_paid_media_strategy\"><\/span>Beyond full funnel: Building a full-experience paid media strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Instead of focusing solely on traditional funnel stages (top, middle, bottom), more B2B marketing teams are adopting a full-experience approach, mapping campaigns to each step of the buyer\u2019s journey with clear intent and purpose.<\/p>\n<p>Every campaign should have a defined role that supports pipeline growth and brand trust. Here\u2019s how that structure typically breaks down.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-awareness-and-trust-building\"><span class=\"ez-toc-section\" id=\"1_Awareness_and_trust-building\"><\/span>1. Awareness and trust-building<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Channels:<\/strong> LinkedIn Ads, Google Ads Display, Google Ads Demand Gen.<\/li>\n<li><strong>Goal:<\/strong>\n<ul class=\"wp-block-list\">\n<li>Introduce the brand.<\/li>\n<li>Highlight key pain points and solutions.<\/li>\n<li>Establish credibility through educational content, explaining what the brand does and who it does it for.\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-2-credibility-and-consideration\"><span class=\"ez-toc-section\" id=\"2_Credibility_and_consideration\"><\/span>2. Credibility and consideration<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Channel:<\/strong> LinkedIn Ads and Google Ads retargeting.<\/li>\n<li><strong>Goal:<\/strong> Re-engage warm traffic with resources, guides, and case studies to education while deepening engagement and driving consideration.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-3-conversion-and-in-market-capture\"><span class=\"ez-toc-section\" id=\"3_Conversion_and_in-market_capture\"><\/span>3. Conversion and in-market capture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Channel:<\/strong> Google Search and LinkedIn Ads.\u00a0<\/li>\n<li><strong>Goal:<\/strong>\n<ul class=\"wp-block-list\">\n<li>Target high-intent searches or competitor queries with strong CTAs to convert bottom-of-funnel prospects.\u00a0<\/li>\n<li>In the case of LinkedIn Ads, providing a \u201charder\u201d sell with CTAs to a more qualified audience.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>This approach ensures that every campaign supports a larger strategy and that no ad dollar is wasted on disjointed efforts.<\/p>\n<p><strong><em>Dig deeper: 5 underrated tools to boost your B2B PPC performance in 2025<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-bringing-it-all-together-which-channel-should-you-choose\"><span class=\"ez-toc-section\" id=\"Bringing_it_all_together_Which_channel_should_you_choose\"><\/span>Bringing it all together: Which channel should you choose?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ideally, cohesive B2B ad strategies use both Google Ads and LinkedIn Ads in tandem, each playing a distinct role.<\/p>\n<p>However, if you have to prioritize one over another, here are some tips to guide your decision.&nbsp;<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-use-google-ads-search-when\"><span class=\"ez-toc-section\" id=\"Use_Google_Ads_search_when\"><\/span>Use Google Ads search when:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Your product or service has defined search vocabulary (and your audience regularly seeks out the product\/service via searching).<\/li>\n<li>You want to capture bottom-of-funnel, high-intent traffic.<\/li>\n<li>You\u2019re targeting active buyers.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-use-linkedin-ads-when\"><span class=\"ez-toc-section\" id=\"Use_LinkedIn_Ads_when\"><\/span>Use LinkedIn Ads when:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>You have a B2B brand.<\/li>\n<li>You\u2019re introducing a new product or category.<\/li>\n<li>Your audience isn\u2019t yet actively searching, or you want to provide an outlet for content\/education.<\/li>\n<li>You know your ideal audience and want to reach them via professional attributes (like job seniority, function, company, etc.).<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-use-both-when\"><span class=\"ez-toc-section\" id=\"Use_both_when\"><\/span>Use both when:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>You want to build a robust, multi-touch paid strategy.<\/li>\n<li>You need to generate <strong>and<\/strong> capture demand.<\/li>\n<li>You have a plan for nurturing your audience through the stages of awareness to action across the full buyer journey.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-making-the-right-choice-for-your-b2b-strategy\"><span class=\"ez-toc-section\" id=\"Making_the_right_choice_for_your_B2B_strategy\"><\/span>Making the right choice for your B2B strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No single platform can carry your entire B2B paid media strategy.&nbsp;<\/p>\n<p>But if you\u2019re trying to make directional decisions about where to start (or where to scale), keep your customer in mind first and foremost.&nbsp;<\/p>\n<p>What is their behavior as it relates to your brand?&nbsp;<\/p>\n<p>Where are they active online?&nbsp;<\/p>\n<p>Find your audience and meet them where they are with the information they need to learn about your brand and make a purchase decision.&nbsp;<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to combine Google Ads and LinkedIn Ads for comprehensive B2B campaigns<\/em><\/strong><\/p>\n<\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/linkedin-ads-google-ads-smarter-b2b-decisions-461248\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>B2B marketers want to know: Should I invest in Google Ads or LinkedIn Ads?\u00a0 Most of the time, it\u2019s not a simple either-or decision; however, there are signals that can help guide how you prioritize your time and advertising budget between channels.&nbsp; While Google Ads is still a powerful channel for B2B advertisers, it\u2019s not&#8230;<\/p>\n","protected":false},"author":1,"featured_media":687456,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/08\/LinkedIn-Ads-or-Google-Ads-A-framework-for-smarter-B2B-decisions.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-687455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/687455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=687455"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/687455\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/687456"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=687455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=687455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=687455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}