LinkedIn Ads vs. Google Ads vs. Facebook Ads: Who’s the winner?

LinkedIn, Google, and Facebook—marketers are spoiled for choice because there are many options for running ads and promoting their products.

But which one takes the win? Or should you use each platform in tandem?

This guide analyses LinkedIn Ads vs. Google Ads vs. Facebook Ads and explores how B2B marketers can effectively use these platforms for various campaign types. Additionally, we’ll discuss the challenges associated with each platform and how a multi-channel approach can help maximize ROI.

TL;DR

• LinkedIn Ads: Best for targeting decision-makers and professionals in niche industries despite higher costs.
• Google Ads: Ideal for capturing high-intent leads with search ads and retargeting.
• Facebook Ads: Effective for broad audience engagement and cost-effective brand awareness.
• Multi-Channel Strategy: Combining all three platforms maximizes ROI by leveraging their unique strengths across the marketing funnel

Overview of Each Ad Platform

LinkedIn Ads

LinkedIn Ads are highly effective for B2B marketers who must reach decision-makers and professionals in specific industries. The platform’s targeting capabilities include options based on job title, company size, industry, and professional skills, making it the go-to choice for account-based marketing (ABM) strategies.

Strengths:

• Superior B2B targeting capabilities.
• High-quality leads due to professional context.
• Ideal for promoting webinars, whitepapers, and other B2B content.

Limitations:

• High cost-per-click (CPC) compared to other platforms.
• Smaller audience size than Google or Facebook.

Google Ads

Google Ads is well-known for its ability to capture intent. Users actively search for solutions on Google, making it an excellent platform for bottom-of-the-funnel conversions. With options like search, display, and YouTube ads, Google offers diverse ways to target audiences.

Strengths:

• High-intent audience.
• Broad reach with multiple ad formats.
• Remarketing capabilities through display ads.

Limitations:

• Competitive keywords can lead to high CPCs.
• Limited ability to target niche professional audiences directly.

Facebook Ads

While Facebook is often seen as a B2C platform, its massive user base allows B2B marketers to target decision-makers who may also use Facebook for personal browsing. The platform's advanced targeting options, such as interests, behaviors, and lookalike audiences, can complement other advertising efforts.

Strengths:

• Lower CPC compared to LinkedIn and Google.
• Advanced audience segmentation and lookalike audiences.
• Ideal for top-of-the-funnel engagement.

Limitations:

• Limited professional targeting options compared to LinkedIn.
• May struggle to capture high-intent B2B leads.

Best Campaign Types for B2B Marketers

1. LinkedIn Ads Campaignssome text
   • Sponsored Content: Promotes thought leadership content such as eBooks, webinars, and case studies. It is ideal for lead generation and nurturing.
   • Message Ads: Directly target prospects with personalized messages. Effective for ABM strategies.
   • Lead Gen Forms: Capture user data directly within LinkedIn, streamlining the conversion process.

💡Learn more about types of LinkedIn ads here.

2. Google Ads Campaignssome text
   • Search Ads: Target specific keywords to capture high-intent prospects. This is useful for driving conversions when prospects are actively searching for solutions.
   • Display Ads: Retarget users who have previously visited your website, keeping your brand top-of-mind.
   • YouTube Ads: Promote video content to educate potential customers about your product or service.

💡Find out more about SaaS google ads

3. Facebook Ads Campaignssome text
   • Video Ads: Promote product demos or customer testimonials to build awareness.
   • Retargeting Ads: Target users who have previously interacted with your website or content.
   • Lead Ads: Collect leads directly on Facebook, similar to LinkedIn’s Lead Gen Forms.

Challenges of Each Platform

LinkedIn Ads Challenges

• High CPC: LinkedIn’s cost-per-click is significantly higher than other platforms. B2B marketers need to optimize their targeting and content to achieve a high conversion rate.
• Smaller Audience Size: Compared to Facebook and Google, LinkedIn’s audience is more limited, potentially reducing the reach of some campaigns.

Factors recently launched a new offering called LinkedIn AdPilot, where you can solve these challenges and double your LinkedIn ROI!

Google Ads Challenges

• Keyword Competition: Popular keywords can lead to high CPCs, making it expensive for B2B companies to compete for clicks.
• Complexity in Setup: Google Ads requires a deeper understanding of keyword research, bidding strategies, and ad optimization.

Luckily, with Factors, you can solve these challenges by knowing exactly which ad keywords are bringing you revenue so you can save up to 50% of your ad spend!

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Plus, you can also use our Segment Insights feature to compare channel performance to see where you can allocate more ad budget. 

Facebook Ads Challenges

• Low Intent: Facebook users may not be actively seeking business solutions, making it harder to drive conversions for B2B campaigns.
• Limited Professional Targeting: While the platform offers demographic and behavioral targeting, it lacks LinkedIn’s professional filters.

Multi-Channel Approach to Maximize ROI

A multi-channel approach leverages the strengths of each platform, addressing the limitations of individual channels and maximizing performance across the marketing funnel.

1. Top-of-the-Funnel (TOFU) Awareness: Use Facebook Ads

• Strategy: Facebook Ads can help you reach a broader audience and create initial awareness. Use engaging content like videos or blog snippets to generate interest.
• Goal: Drive traffic to your website or landing page to build a remarketing audience.

2. Middle-of-the-Funnel (MOFU) Engagement: Leverage LinkedIn Ads

• Strategy: Use LinkedIn’s professional targeting to nurture leads who have shown interest in your content. Promote webinars, eBooks, or whitepapers to educate prospects.
• Goal: Establish credibility and build a relationship with potential customers.

3. Bottom-of-the-Funnel (BOFU) Conversion: Optimize Google Ads

• Strategy: Use Google Search Ads to capture intent-driven leads that are ready to purchase. Bid on keywords related to your solution to target high-intent prospects.
• Goal: Drive conversions by offering product demos, free trials, or consultations.

4. Remarketing Across Channels

• Retarget users on Google Display Network and Facebook who have interacted with your content on LinkedIn or searched for relevant keywords. This ensures your brand remains top-of-mind across various touchpoints.
• Tip: Tailor your messaging based on the user’s previous interactions to make your ads more relevant and personalized.

5. Unified Reporting and Attribution

• Track conversions and attribute leads accurately using tools like Google Analytics, LinkedIn Insights, and Facebook Pixel. This allows you to understand which platform drives the most ROI and adjust budgets accordingly.

Which Ad Platform is Best for B2B Marketers?

The choice between LinkedIn Ads, Google Ads, and Facebook Ads depends on your specific goals and budget:

• Best for High-Quality Leads: If your goal is to target decision-makers or specific industries, LinkedIn Ads offers the best targeting capabilities despite the higher CPC.
• Best for Capturing Intent: Google Ads is the ideal choice for driving conversions when users actively search for solutions related to your product or service.
• Best for Brand Awareness and Engagement: Facebook Ads can be a cost-effective way to build awareness and engage a broader audience, making it a valuable addition to a multi-channel strategy.

Ultimately, no single platform will serve all B2B marketing needs. A balanced, multi-channel approach ensures you can capture leads at various stages of the buyer’s journey and optimize your ad spend for maximum ROI.

Use Factors to Supercharge Your Ad Strategies 

When evaluating "LinkedIn Ads vs. Google Ads vs. Facebook Ads," B2B marketers should focus on a multi-channel strategy that leverages each platform's unique strengths. LinkedIn’s professional targeting, Google’s intent-driven search capabilities, and Facebook’s broad reach create a holistic approach that can nurture leads throughout the buyer's journey. While LinkedIn may be the best option for high-quality B2B leads, integrating all three platforms maximizes performance and ROI.

You can use Factors to measure the impact of each channel and shape your paid marketing strategies to generate more pipeline and revenue. Book a demo today to witness the power of signal-based GTM in your performance marketing efforts.

FAQs

Q1. What is the main difference between LinkedIn and Facebook Ads for B2B marketing?

LinkedIn Ads offer more advanced targeting options for professionals based on job title, industry, and company size, whereas Facebook Ads provide broader audience targeting and lower CPCs.

Q2. Are Google Ads effective for B2B companies?

Yes, Google Ads are effective for B2B companies, especially for capturing high-intent leads through search ads and remarketing strategies.

Q3. How can B2B marketers measure the success of their ad campaigns?

B2B marketers can measure the success of their campaigns through KPIs such as conversion rate, cost-per-lead (CPL), and return on ad spend (ROAS), while also using attribution models to track the contribution of each platform

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