LinkedIn Ads vs Google Ads for B2B startups: when each wins
last updated: Sep 7, 2025
TL;DR
Pick the channel that matches buying intent. Search wins when people are actively looking. LinkedIn wins when you must hit precise titles and companies. Use $1k to prove one path before you scale. This linkedin ads vs google ads guide helps you decide fast.
How to:
How to:
- Define 5–10 money keywords and the buyer titles you sell to.
- Enable Consent Mode v2 via a certified CMP and add UTMs.
- Spend $1k over 2 weeks. Kill losers on day 10–14.
Glossary
- CPC: Cost per click.
- CTR: Click-through rate.
- CPL: Cost per lead. Qualified form or booked demo.
- CVR: Conversion rate. Click to lead.
- UTMs: URL tags that label traffic in analytics.
- Consent Mode: Google framework that models conversions with limited cookies.
- Audience size: Estimated reachable users.
- Intent: How close the user is to buying.
- Time-to-signal: Days until a clear winner appears.
How to choose and run a 2-week proof
- Map intent. List 5–10 “money” keywords and the buyer titles you sell to.
- Pick one primary channel. Choose Search if real “buy” queries exist. Choose LinkedIn if your buyer is niche or account-based. See Google search ads for startups and LinkedIn ads for startups for deep dives.
- Set one conversion. Use “book demo” or “qualified form”. Skip downloads in week 1.
- Prep creatives. Search: two text ads per ad group and one responsive ad. LinkedIn: one single-image ad and one document ad that sells a 15-minute fit check.
- Fix measurement. If you sell in the EU/UK, pass consent signals to Google (Consent Mode v2) via a certified CMP to keep modeling and remarketing accurate. See Cookiebot on Consent Mode v2 and Termly on Consent Mode v2. Tag every ad with UTMs. Confirm that UTMs appear in Google Analytics 4 before launch.
- Budget the first $1k. Spend 70 percent on the top ad set or ad group. Spend 30 percent on a challenger. Cap at three ad groups.
- Decide fast. On day 10–14, keep what moves toward your CPL target. Kill the rest. If both miss, run the landing page teardown checklist and try the other channel.
Benchmarks
Directional ranges for first-$1k B2B tests; confirm against your account.
Recent roundups suggest average Search CTR ≈ 6.66%, CPC ≈ $5.26, CVR ≈ 7.52%, and CPL ≈ $70 across industries. For LinkedIn, CTR around 0.4–0.8% with CPC $5–10 is common. See WordStream Google Ads benchmarks and Powered by Search: LinkedIn CTR norms.
Recent roundups suggest average Search CTR ≈ 6.66%, CPC ≈ $5.26, CVR ≈ 7.52%, and CPL ≈ $70 across industries. For LinkedIn, CTR around 0.4–0.8% with CPC $5–10 is common. See WordStream Google Ads benchmarks and Powered by Search: LinkedIn CTR norms.
What this means. Search often gives cheaper first demos when users already want a solution. LinkedIn costs more per click but filters by seniority and company size. That can improve deal quality. UK CPCs are broadly comparable to US; verify against your account and industry.
Sample math.
If CPC = $6 and CVR = 8 percent, CPL = 6 / 0.08 = $75. At $1,000, expect 13 leads. At a 15 percent sales-qualified rate, cost per SQL is about $500.
If CPC = $6 and CVR = 8 percent, CPL = 6 / 0.08 = $75. At $1,000, expect 13 leads. At a 15 percent sales-qualified rate, cost per SQL is about $500.
LinkedIn vs Google Search for B2B
Rule of thumb. Start Search if five or more high-intent keywords exist and your page already converts. Start LinkedIn if your titles are narrow and you can define a clean account list.
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Templates
$1k budget split you can copy
If you start with Google Search
If you start with LinkedIn
UTM builder (fill and paste)
If you start with Google Search
- Create three ad groups.
- Put 50 percent of spend on exact match core terms.
- Put 20 percent on phrase match variations.
- Put 30 percent on competitor terms.
- Use “Maximize conversions” with a conservative target.
- Write two text ads per ad group and one responsive ad.
If you start with LinkedIn
- Create two campaigns.
- Put 70 percent on job title + industry + company size.
- Put 30 percent on a lookalike from past demo list.
- Use Lead Gen Forms with a short “15-min fit check” offer.
- Aim ≥50k audience for Sponsored Content to avoid delivery issues. See business.linkedin.com on delivery and reach.
UTM builder (fill and paste)
- utm_source = google or linkedin
- utm_medium = cpc
- utm_campaign = {offer-or-segment}
- utm_content = {ad-or-creative}
- utm_term = {keyword-if-search}
Risks
- Broken tracking. Without Consent Mode v2 and UTMs, numbers drift. Fix before launch.
- Wrong conversion. Optimizing for downloads delays signal. Use demos or qualified forms.
- Audience too small. Under 50k on LinkedIn throttles delivery. Loosen one filter or add a lookalike.
- Broad match sprawl. Vague terms burn budget. Start with exact and phrase.
- Privacy gaps. If you sell in the EU/UK, pass consent via a certified CMP. Keep modeling and remarketing accurate.
FAQ
- You:What is the minimum useful budget for a proof?Guide:$1,000 in your selling currency. Enough to buy 100–300 clicks and see a pattern.
- You:Should I use LinkedIn Lead Gen Forms or send to my site?Guide:Start with Lead Gen Forms if your page is unproven. Switch to site when you need booking or qualification.
- You:Are Google Display and YouTube good for first demos?Guide:Usually no. Use them for remarketing after Search or LinkedIn finds a message that works.
- You:What changed with Consent Mode v2?Guide:If you sell in the EU/UK, pass consent signals to Google via a certified CMP. That keeps modeling and remarketing accurate.
- You:How do UK costs compare to US?Guide:Broadly comparable. Verify against your account and industry.
- You:How do I measure pipeline, not just leads?Guide:Track “demo booked” and “qualified” separately. Review opportunity rate and win rate by channel.
- You:Where can I learn detailed setups?Guide:
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