When it comes to lead generation, choosing the right ad platform can make or break your results. You don’t want to blow your budget on the wrong channel—and with Google Ads and LinkedIn Ads being two of the biggest players in the game, it’s easy to get stuck asking:
Which one should I bet on?
Short answer: It depends on who you’re trying to reach and what you’re selling. Long answer? Let’s break it down so you can make a smart choice for your business.
Google Ads: Catch People When They’re Actively Looking
Google Ads is the go-to for intent-based advertising. It lets you target people who are already searching for what you offer—whether that’s “women’s clothing near me” or “electricians near me”.
What makes it great?:
- Search Campaigns: You show up when someone types in a relevant search term, indicating high-intent traffic.
- Display Ads: Reach people on websites, YouTube and apps across Google’s network.
- Remarketing: Stay top of mind by targeting people who’ve already visited your website.
Why people love it:
- You get in front of people when they’re ready to act
- Huge reach across Google, YouTube, Gmail and more
- Budget-friendly (if set up properly)
But…
- High competition = pricey keywords. It also takes time to master if you’re not familiar with Google’s backend
LinkedIn Ads: Go Straight to the Decision-Makers
If your customers are professionals—think CEOs, managers, HR leads—LinkedIn is where they are! It’s perfect for B2B lead gen because you can target users by job title, industry, company size and more.
Here’s what you can run:
- Sponsored Content: Your posts show up in people’s feeds like regular updates.
- Message Ads: Slide into their inboxes with personalised messages.
- Lead Gen Forms: Capture leads directly within LinkedIn—no landing page needed.
What’s to love:
- Laser-sharp targeting (by profession, seniority, and even skills)
- Higher-quality leads, especially for B2B services
- Builds credibility in professional spaces
Downsides?
- Higher cost-per-click (CPC) than most platforms
- Smaller audience pool compared to Google
Let’s break it down: Which One’s Right for You?
| Google Ads | LinkedIn Ads |
| High users actively searching | Mid users browsing professionally |
| B2C, Local Services &E-comm | B2B, High-ticket Services, SaaS |
| Generally, more budget-flexible | Higher CPC but more targeted leads |
| Based on keywords & behaviour | Based on job title, industry and seniority |
| Massive (Google, YouTube, etc.) | Niche but relevant |
Want the Best Results? Use Both.
Here’s a pro tip: you don’t have to choose just one. Many businesses are using LinkedIn to reach and warm up their ideal audience, then retargeting those same people on Google and YouTube, where the costs are lower and your brand’s already familiar.
It’s a one-two punch that boosts your chances of converting that lead into a customer.
So… Which One Should You Use?
- If you’re a local tradie or e-comm brand → Start with Google Ads
- If you’re a B2B service, SaaS product or consultant → Lean into LinkedIn
- If you want to maximise every dollar → Combine both and create your own marketing funnel
Don’t forget Lead gen isn’t about choosing the “best” platform—it’s about choosing the one that works best for your audience and your offer. Whether it’s Google, LinkedIn or a bit of both, the real winner is the strategy behind the ads.
So, know where your customers are, be there and speak about what they care about.
