Google Ads vs. LinkedIn Ads for B2B Startups

If you’re running a B2B startup and trying to get traction, you’ve probably considered paid ads. And chances are, you’re deciding between Google Ads and LinkedIn Ads. Both platforms can work. But they serve very different purposes.

Let’s break down how each one works, what kind of results to expect, and how to choose the right one based on where your startup is right now.

The Basics - How Each Platform Works

Google Ads

Google Ads (specifically Search) lets you show ads to people who are actively searching for what you offer.

For example:

• “Best CRM for small teams”
• “Accounting software for startups”
• “Cloud storage for developers”

Your ad shows up on the search results page. If your message is relevant and your landing page converts, you’re capturing demand.

LinkedIn Ads

LinkedIn is a social platform built around professional identities — job titles, company size, industries, and more.

You’re not targeting what people are searching, you’re targeting who they are.

For example:

• Founders of SaaS companies with <50 employees
• Marketing managers at fintech startups
• HR leaders in Series A tech companies

LinkedIn is powerful for precise targeting, especially when you’re going after a niche B2B audience.

Targeting: Intent vs. Identity

This is the biggest difference.

• Google Ads = Intent-based
  You’re targeting people based on what they’re looking for right now.

• LinkedIn Ads = Identity-based
  You’re targeting based on job titles, roles, or company traits — regardless of what they’re doing at that moment.

If your product solves a known problem that people search for, Google is often the better first step.

If you’re creating a new category, or your buyers don’t know they need your product yet, LinkedIn can help get in front of the right people early.

Cost - CPCs and Budgets

Google Ads

• CPCs depend on the competitiveness of your keywords.
• In B2B SaaS, you might pay anywhere from $3 to $30+ per click.
• High intent clicks often justify the cost, if your funnel works.

LinkedIn Ads

• Usually more expensive. Think $8 to $20+ per click, even more in competitive verticals.
• CPMs (cost per 1000 impressions) can be $30–$100+.
• You’re paying for the right eyeballs, not just actions.

If you’re on a tight budget and need direct-response results, Google usually gives you more bang for your buck early on. Especially because you’re working with existing demand for your product or a solution to a problem you’re solving.

Where Do Ads Fit In?

Google Ads is great when:

• You have strong keyword-market fit.
• People are already searching for your type of product.
• You have conversion-focused landing pages ready.
• You want faster feedback loops.

LinkedIn Ads is great when:

• You’re building awareness in a niche market.
• Your product solves a pain point that people aren’t actively Googling yet.
• You have content (like guides, webinars, or whitepapers) to offer.
• You have the capacity to test a lot of different creatives
• You’re doing outbound sales and want to warm up accounts.

Example Scenarios

Scenario 1: B2B SaaS CRM for Startups

• People are Googling for “CRM for startups.”
  → Google Ads wins. You’re capturing existing demand.

Scenario 2: HR Tech for Remote Teams

• You want to target HR managers at remote-first companies.
  → LinkedIn lets you go after them directly, even if they’re not searching yet.

Scenario 3: New Category Product (e.g., “AI co-pilot for customer onboarding”)

• Nobody is searching that term.
  → Start with LinkedIn to build awareness and educate.

Lead Quality & Sales Cycle Impact

• Google leads tend to convert faster.
  They’ve already raised their hand by searching. If your sales funnel is solid, you can close them quicker.

• LinkedIn leads are often colder.
  They need nurturing. You’ll get interest, but expect longer sales cycles — especially if you’re promoting content or top-of-funnel offers.

Retargeting Opportunities

• Use Google Ads to retarget people who visited your site from LinkedIn.
• Use LinkedIn to nurture people who already know about you from Google search.

Combining both can work well, if you have the budget and team to manage it.

What About Lead Magnets?

LinkedIn shines when paired with a high-quality lead magnet - a free resource that solves a specific problem for your target audience.

Examples:

• “2025 Benchmark Report for SaaS Sales Teams”
• “Free Calculator: What’s Your CAC Payback Period?”
• “Checklist: How to Prep for Your Series A Fundraise”

Run an ad to this content, capture emails, and build a warm audience for follow-up.

So… Which Should You Use?

Here’s a simple decision tree:

• Do people already search for what you offer?
  → Start with Google Ads.

• Are you creating a new category or going after a niche role or company size?
  → Start with LinkedIn Ads.

• Do you have $10k+/month to test both?
  → Try both and compare CAC, lead quality, and sales velocity. Keep in mind that LinkedIn is not a direct response channel like Google Search, it will take longer to see any direct results. Treat LinkedIn as a demand creation channel.

• Once you get to $15k+/month for LinkedIn ads: → You should try ABM or Account-Based Marketing. This is when you tell LinkedIn exactly which companies you want to target, and LinkedIn will show your ads to employees of those companies. It’s a strong tactic that works great when executed properly.

You don’t need to pick one forever. Start with the platform that aligns with your buyers’ awareness level. Then layer on the other when you’re ready to scale, test new offers, or improve retargeting.

If you’re a B2B startup with limited time and budget, the best move is to start lean, test fast, and only double down once you see traction.

Need Help Deciding or Executing?

If you’re not sure where to start, or you’ve tried both and didn’t get results - I help B2B startups build paid acquisition funnels that actually convert.

Whether you want to set up your first campaign or get help fixing your funnel, let’s talk.