LinkedIn Ads vs Google Ads – Which Works Best for B2B in 2025?
In the fast-paced world of B2B marketing, getting the right ad strategy can make or break your lead pipeline. With 2025 bringing AI-powered overviews, creative video ad pushes, and evolving targeting rules, it’s time to revisit the age-old debate: LinkedIn Ads or Google Ads? Spoiler: The winning play often combines both.
2025 B2B Ad Landscape: What’s Changed?
Google’s AI Ad Invasion
Google is now embedding ads inside AI-powered search features: both AI Mode and AI Overviews are integrating sponsored content. These aren’t just at the bottom of the screen—they’re upfront, clear about sponsorship, and even pushing product recommendations within AI summaries.(The Verge, Business Insider)
For B2B brands, this means:
- More visibility, but less click-through to your site.
Increased importance of ensuring your brand is represented in AI narratives—not just ranking high in traditional search.
LinkedIn Betting Big on Video
LinkedIn’s BrandLink program has exploded, bringing in creators, publishers, and sponsors like IBM, AT&T Business, and SAP. Uploads are up 20%, views up 36%, and BrandLink revenue surged nearly 200% in Q2.(Reuters)
That’s golden for B2B—short-form, authentic video storytelling is proving incredibly effective at grabbing attention and building credibility.
Quick Stats: What the Data Says
- Ad Spend Growth: LinkedIn’s share of B2B ad budgets leaped from 31% to 39% in 2024-25.(The Linked Blog)
- Lead Quality: Over 40% of B2B marketers cite LinkedIn as their top source for high-quality leads; it delivers 80% of social-driven B2B leads.(Blue Atlas Marketing)
- Cost Landscape: For SaaS & tech, LinkedIn CPLs often exceed $100, up about 8% YoY.(NAV43)
ROI Realities: Google Ads shines on volume and low cost per lead; LinkedIn delivers fewer but more qualified leads—perfect for big-ticket, complex sales.(Growleads, confiasoftware.com, SEOteric Digital Marketing)
Strengths & Trade-offs
Platform
Strengths
Challenges
Google Ads
Captures high-intent searchers• Broad reach through search, display, YouTube• Efficient for fast conversions and volume
• Limited professional targeting• Increasing competition and AI-driven ads reduce click-through
LinkedIn Ads
• Laser-focused targeting (job titles, company, industry)• Superior lead quality and account-based potential• Explosive video and Thought Leader Ad formats
|
• High CPC and CPL• ROI tough for low-priced offerings• EU targeting restrictions due to DSA compliance(Reuters) |
When to Use Which?
Use Google Ads when:
- You need quick conversions from actively searching prospects.
- Budget efficiency and scale are top priorities.
Use LinkedIn Ads when:
- Your deals are complex, high-value, or enterprise-scale.
- You need to reach specific roles or decision-makers proactively.
You’re building brand authority and nurturing leads over time.
Best Strategy: Use both platforms to cover the full funnel. LinkedIn sparks awareness and credibility; Google captures readiness and demand.(SEOteric Digital Marketing, confiasoftware.com)
Fresh Tips for 2025 B2B Ad Strategy
- Blend AI & Human Insights
Adapt to Google’s AI Overviews by crafting AI-friendly content—concise, data-backed, and answer-oriented. - Invest in Video on LinkedIn
With video views up 36% and BrandLink soaring, now’s the time to anchor thought leadership through short, native-style videos.(Reuters) - Leverage Enhanced Attribution
Implement LinkedIn’s Conversions API (CAPI) and CRM integrations to connect spend to pipeline—cut CPA by 20%, bump conversions by 31%.(The Linked Blog) - Benchmark Against Peers
Know the typical CPL for SaaS on LinkedIn (over $100)—align spend and creative, don’t fly blind.(NAV43)
5. Stay Compliant
LinkedIn removed EU’s sensitive data targeting tools under DSA. Be cautious of future restrictions globally.(Reuters)
What B2B Marketers Are Saying
“LinkedIn CPCs can hit $20 to $50+… Works for enterprise sales with high deal values, but not for modest-priced models.”(Reddit)
“Thought Leader Ads generated 300× more reach and engagement—for same budget.”(wynter.com)
Bringing It All Together: Sample Funnel Playbook
Top Funnel (Awareness & Demand Generation)
LinkedIn Thought Leader and Conversation Ads targeted to decision roles.
Video creatives via Brand Link to showcase brand narratives and credibility.
Mid Funnel (Consideration & Engagement)
Retarget via Google Display, Blog content, and Search Ads with tailored intent-based messaging.
Bottom Funnel (Conversion)
High-intent search capture with Google Search and Performance Max.
Leverage AI-generated answers to surface your brand inside AI Mode and Overviews.
Track & Optimize
Use LinkedIn CAPI + CRM to measure pipeline attribution.
A/B test creatives and targeting based on platform benchmarks.
Final Word
There’s no one-size-fits-all. But here’s the magic:
Google Ads = efficient demand capture.
LinkedIn Ads = premium targeting, brand trust, and long-term ROI.
