LinkedIn Ads vs Google Ads for Demand Gen
LinkedIn wins for account-based and awareness campaigns targeting specific titles. Google Ads wins for capturing existing demand through search intent.
Quick Comparison
| Feature | LinkedIn Marketing Solutions | Google Ads |
|---|---|---|
| B2B Targeting | Best in class (title, company) | Keyword-based intent |
| Cost Per Click | $8-15+ average | $2-8 average |
| Lead Quality | High (professional context) | Varies by keyword |
| ABM Support | Matched Audiences | Customer Match |
| Campaign Types | Sponsored content, InMail, video | Search, display, video, Performance Max |
| Attribution | Basic | Strong (Google Analytics) |
| Best For | Awareness and ABM campaigns | Capturing existing search intent |
| Typical Budget | $5K-50K+/mo | $2K-100K+/mo |
LinkedIn Marketing Solutions Overview
LinkedIn Marketing Solutions appears in 6.2% of demand gen job postings. For B2B demand gen, LinkedIn is the primary paid advertising channel. No other platform offers the same level of professional targeting by title, company, industry, and seniority.
Demand gen teams use LinkedIn for everything from awareness campaigns to ABM-targeted ads to lead gen forms. The platform's Matched Audiences feature lets you upload account lists and target specific companies, making it the go-to channel for account-based advertising.
Google Ads Overview
Google Ads is a popular other tool used by demand gen teams.
Pricing Comparison
LinkedIn Marketing Solutions: Self-serve with minimum $10/day spend. Average CPCs of $8-15 for demand gen targeting.
Google Ads: Contact for pricing.
Job Market Data
LinkedIn Marketing Solutions appears in 6.2% of demand gen job postings (42 mentions). Google Ads appears in 0.0% (0 mentions). This means LinkedIn Marketing Solutions is the more commonly required skill.
Our Verdict
LinkedIn wins for account-based and awareness campaigns targeting specific titles. Google Ads wins for capturing existing demand through search intent.
Frequently Asked Questions
Which is better: LinkedIn Marketing Solutions or Google Ads?
LinkedIn wins for account-based and awareness campaigns targeting specific titles. Google Ads wins for capturing existing demand through search intent.
Is LinkedIn Marketing Solutions more popular than Google Ads?
LinkedIn Marketing Solutions appears in 6.2% of demand gen job postings vs 0.0% for Google Ads. Yes, LinkedIn Marketing Solutions is more commonly required.
Can I use both LinkedIn Marketing Solutions and Google Ads?
Some teams do use both, but there's significant overlap. Most demand gen teams choose one as their primary advertising & outreach solution and supplement with specialized tools where needed.