By Jack Walker, Managing Director of OptiModo Marketing · Updated October 2026
Choosing between LinkedIn and Google Ads is one of the most common questions B2B companies ask us. Both work, but they do very different jobs. This guide compares them side by side so you can put your budget where it will bring in the most qualified leads.
LinkedIn Ads vs Google Ads at a glance
| Google Ads | LinkedIn Ads | |
|---|---|---|
| How it reaches people | When they search for what you sell | By job title, company, industry and seniority |
| Best for | Capturing existing demand | Reaching decision-makers before they search |
| Cost per click | Varies by keyword, often lower | Usually higher |
| Lead quality | High intent, ready to talk | Precisely targeted, earlier in the journey |
| Suggested starting budget | £500+ a month | £1,000 to £1,500 a month |
When Google Ads is the better choice
- People already search for your service, for example “B2B accounting software” or “commercial cleaning contract”.
- You need enquiries quickly, because Google reaches people with an immediate need.
- Your budget is under £1,000 a month, where Google usually delivers results faster than LinkedIn.
For example, our client JTN Training reached an 11.7% conversion rate at £18.50 per lead with Google Ads and a dedicated landing page. Read the JTN Training case study.
When LinkedIn Ads is the better choice
- Your buyers are easy to define by job title, such as HR directors, finance managers or operations heads.
- One new client is worth £2,000 or more, so higher click costs are easily covered.
- Your service is not searched for much, so you need to reach people before they look.
See how we run LinkedIn Ads for B2B companies and what LinkedIn Ads cost in the UK.
What about Facebook and Meta Ads?
Meta is often overlooked for B2B, but business owners use Facebook and Instagram every day. With lookalike audiences built from your best customers, it can deliver a lower cost per lead than either platform. Payments247, a B2B card payment provider, cut their cost per lead from £19.74 to £12.52 with Meta Ads. See Meta Ads for B2B lead generation.
How we decide for our clients
- Check search demand for what you sell. If people search, Google usually comes first.
- Work out what a client is worth to see how much you can afford per lead.
- Define the decision-maker. If they are easy to target by job title, LinkedIn joins the mix.
- Test, measure and move budget to whichever platform brings the lowest cost per qualified lead.
Our ads management covers Google, Meta and LinkedIn from £450 a month, with no contracts. See our prices.
LinkedIn vs Google Ads: frequently asked questions
Is LinkedIn or Google Ads better for B2B?
Google Ads is usually better when buyers already search for what you sell. LinkedIn is better when you need to reach a specific job title or industry before they search. Many B2B companies use both.
Which is cheaper, LinkedIn Ads or Google Ads?
Clicks usually cost more on LinkedIn, but what matters is cost per qualified lead. For high-value B2B sales, LinkedIn can be the more profitable channel despite higher click costs.
Can I run LinkedIn and Google Ads together?
Yes, and they work well together. Google captures demand from people searching, while LinkedIn builds awareness with decision-makers and retargets website visitors.
How much should I spend to test each?
We recommend at least £500 a month for Google Ads and £1,000 to £1,500 a month for LinkedIn Ads, so each platform has enough data to show what works.
Not sure which platform is right for you?
Book a free strategy call and we will tell you honestly where your budget will work hardest.