If you run a B2B business — IT services, SaaS, consulting, enterprise solutions — your biggest challenge is not traffic.

It’s qualified leads.

Not students.
Not random browsers.
Not low-budget inquiries.

Decision-makers.

And that’s where the LinkedIn Ads vs Google Ads debate begins.

Both platforms can generate B2B leads.
But they work completely differently.

If you don’t understand that difference, you will waste budget.

Let’s break it down properly.

1️⃣ Core Difference: Intent vs Targeting

This is the foundation.

Google Ads is intent-based.

LinkedIn Ads is identity-based.

That changes everything.

Google Ads

Shows ads when someone searches:

“Best CRM software for small business”
“Cloud migration services company”
“ISO 27001 consultant India”

User intent already exists.

They are looking for a solution.

LinkedIn Ads

Shows ads based on:

Job title
Company size
Industry
Seniority level
Department

You can target:

CEO
CTO
Marketing Manager
HR Director
Startup Founder

Even if they are not searching.

Google captures demand.
LinkedIn creates demand among specific professionals.

2️⃣ Cost Comparison (India 2026 Reality)

Now let’s talk money.

Google Ads (Search – B2B Keywords)

CPC range:

₹40 – ₹300+

Highly competitive B2B niches (SaaS, cybersecurity, ERP):

₹150 – ₹500 per click possible.

But conversion rate can be 3–8% if targeting is correct.

LinkedIn Ads

LinkedIn is expensive.

Typical CPC in India:

₹60 – ₹250

CPM often:

₹600 – ₹1,200

Cost per lead can range:

₹1,000 – ₹5,000+

Yes, LinkedIn leads are expensive.

But here’s the key question:

Are they more qualified?

Often, yes.

3️⃣ Lead Quality Comparison

Let’s compare using example.

Example Business:

Cybersecurity consulting firm targeting mid-sized companies.

Google Ads Scenario

Target keywords:

“Cybersecurity audit services”
“VAPT testing company India”

Traffic intent is strong.

But:

You don’t control who clicks.

It could be:

Startup founder
Student researching
Small freelancer
Enterprise IT head

You get intent, but not guaranteed decision-maker.

LinkedIn Ads Scenario

You target:

Job title: IT Manager
Company size: 50–500 employees
Industry: Finance
Location: India

You know exactly who sees your ad.

Even if they are not searching right now.

This gives control over audience quality.

4️⃣ Conversion Speed

Google converts faster.

Why?

User searches → sees ad → clicks → converts.

Intent is immediate.

LinkedIn usually works like this:

Sees ad → visits page → leaves → sees retargeting → downloads guide → books demo.

Longer sales cycle.

B2B rarely closes instantly.

Google captures urgent buyers.
LinkedIn nurtures potential buyers.

5️⃣ Funnel Strategy Differences

Google Funnel

Search campaign
Landing page
Lead form
Sales call

Straightforward.

Works well for:

High-intent services
Software comparisons
Urgent compliance services

LinkedIn Funnel

Cold ad
Lead magnet (whitepaper / case study)
Retargeting
Demo booking

LinkedIn performs best with educational funnel.

Direct “Book Now” ads often underperform.

6️⃣ Industry Suitability

Google Ads Works Best For:

IT services
SaaS with active search demand
Legal compliance services
ISO certifications
Digital marketing agencies
Cloud migration

If people search your solution, Google is powerful.

LinkedIn Ads Works Best For:

Enterprise software
HR tools
B2B SaaS
Recruitment services
Consulting
Corporate training

If targeting specific roles matters, LinkedIn wins.

7️⃣ Budget Example Comparison

Let’s assume ₹1,00,000 monthly budget.

Option A: Google Ads

CPC: ₹120
Clicks: 833

Conversion rate: 5%
Leads: 41

Cost per lead: ₹2,439

If 10% close:
4 clients

If average deal value ₹1.5 lakh → strong ROI.

Option B: LinkedIn Ads

CPC: ₹180
Clicks: 555

Conversion rate: 4%
Leads: 22

Cost per lead: ₹4,545

But leads are:

Decision-makers only.

If 20% close:
4 clients

Same revenue, different lead volume.

LinkedIn may give fewer but higher-quality leads.

8️⃣ Data & Tracking Complexity

Google Ads:

Better keyword-level tracking
Clear intent visibility
Strong analytics

LinkedIn Ads:

Better demographic reporting
Role-level insights
Company-level targeting

Google tells you what they searched.
LinkedIn tells you who they are.

Choose based on your sales model.

9️⃣ Common Mistakes in B2B Campaigns

Mistake 1: Running LinkedIn Without Strong Offer

If you run:

“Contact Us for Demo”

Cold audience won’t convert.

Instead use:

Free guide
Case study
Industry report
Checklist

LinkedIn needs value-first approach.

Mistake 2: Running Broad Google Keywords

Using keywords like:

“CRM software”

Instead of:

“CRM software for real estate companies”

Broad keywords waste budget.

Intent clarity matters.

🔟 Retargeting Strategy (Critical)

Best B2B strategy in 2026:

Google Search for high-intent traffic.
LinkedIn for authority positioning.
Google + LinkedIn retargeting to close.

Multi-platform funnel wins.

Single platform strategy limits growth.

11️⃣ Which Platform Gives Better ROI?

Depends on:

Sales cycle length
Deal value
Target audience clarity
Budget size

If deal value is low (₹10k–₹30k):
Google often better.

If deal value is high (₹1 lakh+):
LinkedIn becomes powerful.

Because one client covers ad cost.

12️⃣ Decision Framework

Use Google Ads if:

People actively search your service
You want faster leads
You have limited budget
Your sales cycle is short

Use LinkedIn Ads if:

You need specific job roles
Your target audience is niche
Your deal value is high
You are building authority

Use both if:

You want scale
You have structured funnel
You understand retargeting