LinkedIn Ads vs Google Ads: Which is Best for Your Business?

LinkedIn Ads and Google Ads are the two most often used channels for digital marketing. There is a vast variety of targeting options on both platforms that help firms contact their customers.

While the two have some similarities, they are very different in terms of approach, pricing, and audience targeting choices.

We’ll compare and contrast LinkedIn Ads and Google Ads in terms of features, cost, and audience targeting so you can make an informed decision about which is better for your business.

LinkedIn Ads

Marketing professionals who focus on B2B interactions can use the LinkedIn Ads platform to promote their products and services. It’s perfect for companies that wish to connect with other firms or individuals in a given industry or with a certain set of interests.

LinkedIn Ads is a paid advertising service on the LinkedIn social network that helps businesses access a specific demographic of working adults. With over 700 million users, LinkedIn is a great place for business-to-business brands to connect with their customers.

With LinkedIn Ads, you can narrow your audience down by title, company size, industry, and even geographic region. Advertisers can now more precisely reach their desired demographic, hence increasing the effectiveness of their campaigns.

Benefits of LinkedIn Ads

  1. High-Quality Audience – Getting your ads in front of a highly engaged and qualified audience on LinkedIn. Due to its user base consisting entirely of working professionals, LinkedIn is ideally suited for business-to-business advertising. You can narrow your ad’s focus by reaching out only to people in specific roles, companies, or industries.
  2. Targeted Advertising – Using LinkedIn Ads, you may narrow your advertising to a specific audience by selecting demographics like job title, company size, and industry. You can target the exact people who will be most interested in what you have to offer.
  3. Strong Engagement – Ads on LinkedIn tend to have high click-through and view rates because of this. With LinkedIn Ads, businesses can increase their visibility and boost their conversion rates thanks to the platform’s emphasis on professional content and relationships.

Drawbacks of LinkedIn Ads

  1. Limited Reach – Your potential audience on LinkedIn is smaller than it would be on other social networking sites. This is a challenge for companies that are looking to attract a sizable customer base.
  2. Higher Cost – LinkedIn Ads are more expensive than similar ads on other networks like Google AdWords. Smaller firms may find it challenging to meet their advertising objectives under these circumstances.

Google Ads

Pay-per-click (PPC) advertising through Google Ads connects businesses with a vast online audience through Google search and other Google properties like YouTube, Gmail, and the Google Display Network.

When it comes to PPC advertising, nobody compares it to Google Ads. Keywords, geographic region, language, and even device kinds are just some of the targeting opportunities it provides to marketers.

This makes Google Ads perfect for companies of all sizes and in any field, from business to consumer and back again.

To determine which ads show up at the top of search engine results pages, Google Ads uses a bidding system (SERP).

Benefits of Google Ads

  1. Wide Reach – Google Ads gives companies access to a big audience, making it a great option for companies who want to reach a wide variety of people.
  2. Cost Effective – The pay-per-click (PPC) pricing structure of Google Ads makes it a very cost-effective advertising option. Because of this, it’s a good choice for firms trying to save money.
  3. Advanced Targeting – Keyword, geographic, linguistic, and device targeting are just some of the advanced targeting possibilities available in Google Ads. It improves your ad’s chances of success by letting you target the appropriate people at the right moment.

Drawbacks of Google ads

  1. Competition – One of the problems with Google Ads is that there is a lot of competition for ad space because the site is so widely used. Since this is the case, it may be difficult for firms to stand out and accomplish their marketing objectives.
  2. Limited Demographic Information – You won’t have as much access to demographic data for your Google Ads audience as you would with LinkedIn Ads. This makes it more challenging for firms to reach their desired demographic with their marketing efforts.

Targeting Options: LinkedIn Ads vs Google Ads

Both Google Ads and LinkedIn Ads provide a wide variety of targeting options to help advertisers reach their target demographic. However, targeting options vary widely in strategy and precision.

With LinkedIn Ads, you may narrow your focus by selecting a certain job title, company size, or industry. In this way, companies can more precisely reach their desired clientele.

Those looking to reach HR managers and HR professionals at organizations with more than 500 workers can do so by targeting the HR department.

On the other hand, Google Ads provides more generalized targeting choices like keywords, geographic region, and language. Not as targeted as LinkedIn Ads, but still useful for expanding a company’s customer base.

A company selling human resources software, for instance, may zero in on customers in a certain region who speak a specific language by using geotargeting and keyword targeting.

Pricing: LinkedIn Ads vs Google Ads

LinkedIn Ads and Google Ads both use a bidding system for setting prices. Competitiveness for a certain keyword or demographic sets the CPC for each platform.

CPCs for LinkedIn Ads range between $5 and $8, making them more expensive than Google Ads. This is because LinkedIn Ads are largely utilized by business-to-business firms (B2Bs), which are ready to spend a greater price to reach their target demographic because of the precision of the targeting choices available.

With Google Ads, however, you may set your CPC anywhere from a few cents to several dollars. A Google Ad’s price tag will rise or fall based on how intense the market is for your desired phrase and demographic.

Google Ads, on the other hand, are typically less expensive than LinkedIn Ads, making Google the better option for companies with restricted advertising budgets.


In conclusion, unlike Facebook ads, LinkedIn ads actually reach the people you want to see them. However, the two platforms are very different in terms of strategy, cost, and audience targeting choices. LinkedIn Ads is great for B2B organizations that can afford to pay more for targeted advertising.


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