Google Ads vs. Linkedin Ads: Which One Is Right for Your Business?

Digital advertising is an essential tool for businesses to reach their target audience and drive growth. Two of the most popular advertising platforms are Google Ads and LinkedIn Ads. While both platforms offer unique benefits, choosing the right one for your business can be challenging. In this article, we will compare Google Ads vs. LinkedIn Ads and help you determine which platform is right for your business.

Google Ads vs. LinkedIn Ads

Audience

Google Ads has a much broader reach than LinkedIn and other social media and search advertising platforms. This could be a good thing since you can reach your target audience easier whether you are a B2C or B2B marketer.

LinkedIn Ads allows you to target qualified leads, or in other words people you know are good potential buyers of your product or service based on who they are (the company they work for, job title, etc.).

User Intent

With Google Ads, you can target people at the right time and with the right intent, because you know what they are searching for and your ad is served right at the moment they are searching for it.

LinkedIn Ads provide more value when an audience doesn’t show intent because they don’t know they need something. Refined targeting on LinkedIn allows you to make the need known to them.

Ad Types

Google Ads offers a wide range of ad types, including search ads, display ads, video ads, and shopping ads.

LinkedIn Ads offers sponsored content, sponsored InMail, and display ads.

Targeting

Google Ads allows you to target people based on their search queries, location, device, and more.

LinkedIn Ads allows you to target people based on their job title, company, industry, and more.

Analytics

Google Ads provides detailed analytics on ad performance, including click-through rates, conversion rates, and cost per click.

LinkedIn Ads provides analytics on ad performance, including impressions, clicks, and social actions.

Which One Is Right for Your Business?

Google Ads is a better choice if you want to reach a broader audience and target people based on their search queries.

LinkedIn Ads is a better choice if you want to target qualified leads based on their job title, company, industry, and more.

Both platforms can be used together to create a thorough full-funnel strategy for your digital advertising.

What are the differences in ad types between Google Ads and LinkedIn Ads?

Google Ads and LinkedIn Ads offer different ad types to help businesses promote their products and services. Here are the differences in ad types between the two platforms:

Google Ads

Text ads: Word-only ads that reach customers searching on Google.

Responsive ads: Text or image ads that automatically adjust size, appearance, and format to fit available ad spaces.

Image ads: Static or interactive graphics to reach customers on Google partner websites.

Call-only ads: Ads that encourage customers to call your business directly from the ad.

LinkedIn Ads

Sponsored content: Ads that appear in users' feeds and across the Audience Network.

Sponsored InMail: Ads that appear in user inboxes like a typical direct message.

Display ads: Native-style ads that appear on various third-party sites.

Conversation ads: Ads that allow businesses to start a conversation with their target audience.

Overall, Google Ads offers a wider variety of ad types than LinkedIn Ads. However, both platforms offer their own unique formats that can be used to reach different audiences and achieve different advertising goals.

How can businesses use both Google Ads and LinkedIn Ads in their digital advertising strategy?

Businesses can use both Google Ads and LinkedIn Ads in their digital advertising strategy by taking advantage of the unique benefits of each platform. Here are some ways to use both platforms together:

Targeting: Use Google Ads to target people based on their search queries, location, device, and more. Use LinkedIn Ads to target qualified leads based on their job title, company, industry, and more.

Audience Segmentation: Use LinkedIn Ads to build brand awareness, and gain exposure, and conversions where it counts. Use Google Ads to reach a broader audience and target people based on their search queries.

Remarketing: Use Google Ads to retarget people who have visited your website or engaged with your brand. Use LinkedIn Ads to retarget people who have engaged with your content on LinkedIn.

Full Funnel Strategy: Use LinkedIn Ads to target top and middle-of-the-funnel prospects and Google Ads to focus on bottom-of-the-funnel conversions. By using both platforms together, you can create a thorough full-funnel strategy for your digital advertising.

It's important to note that both platforms have their own pros and cons, and the best PPC choice for your business ultimately depends on your goals, budget, and target audience. However, using both platforms together can help you create a fine-tuned digital advertising machine that reaches your target audience at every stage of the funnel.

Which platform is better for B2B businesses?

Both Google Ads and LinkedIn Ads offer unique benefits for B2B businesses. Here are some key points to consider:

Google Ads

Google Ads has a much broader reach than LinkedIn and other social media and search advertising platforms, making it a good choice for B2B businesses with a broad appeal.

Google Ads allows you to target people based on their search queries, location, device, and more.

Google Ads is primarily focused on bottom-of-the-funnel conversions.

LinkedIn Ads

LinkedIn Ads allows you to target qualified leads based on their job title, company, industry, and more, making it a good choice for B2B businesses looking to connect with decision-makers.

LinkedIn Ads is a social network, which means it offers a different type of audience than Google Ads.

LinkedIn Ads is primarily focused on top and middle-of-the-funnel prospects.

Which one to choose?

The best choice ultimately depends on your business goals, budget, and target audience.

Both platforms can be used together to create a thorough full-funnel strategy for your digital advertising.

If you're a B2B marketer looking to connect with decision-makers, LinkedIn Ads will likely be a better choice.

If you're a B2B business with a broad appeal, Google Ads might be a better choice.

In summary, the right choice of a paid ad platform will depend on several factors, which include your budget, specific product or service, and target audience. Both Google Ads and LinkedIn Ads offer unique benefits, and the best PPC choice for your business ultimately depends on your goals, budget, and target audience.

Choosing the right advertising platform for your business is crucial to the success of your digital advertising campaign. While both Google Ads and LinkedIn Ads offer unique benefits, the right choice depends on your business goals, budget, and target audience. By considering the differences between the two platforms, you can make an informed decision and create a successful digital advertising campaign.