In today’s competitive digital landscape, choosing the right paid advertising platform can make all the difference in your lead generation strategy. Two of the most powerful options—Google Ads and LinkedIn Ads—offer very different benefits depending on your audience, objectives, and campaign structure.

Let’s break down how each platform works, their strengths and limitations, and when it makes sense to use one over the other—or both.

What Are Google Ads?

Google Ads is one of the most widely used advertising platforms in the world. It allows you to promote your business across the Google Search Network, YouTube, Gmail, Maps, and the Google Display Network.

With billions of daily searches, Google Ads helps you connect with users actively looking for solutions—making it one of the best tools for capturing high-intent leads.

Google Ads Targeting

• Search Campaigns: Target users based on specific keywords they’re searching (e.g., “roofing company near me,” “best CRM software”).
• Display & YouTube: Reach users based on interests, browsing behavior, or page content, ideal for mid- and top-funnel campaigns.

Pro Tip: Use Google Ads to capture leads who are ready to take action.

What Are LinkedIn Ads?

LinkedIn Ads specializes in B2B advertising, targeting professionals based on job titles, company size, industry, skills, and more. While users on LinkedIn may not be actively searching for a service, the platform is ideal for nurturing B2B relationships and generating qualified leads.

LinkedIn Targeting

• Audience Lists: Use your own data—website visitors, lead lists, or retargeting segments.
• Audience Attributes: Build audiences using professional attributes such as job function, seniority, industry, and more.

Pro Tip: Use LinkedIn Ads for precise B2B targeting and account-based marketing.

Ad Formats Comparison

• Google Ads:
  • Search Ads: Text-only, ideal for intent-driven campaigns.
  • Display & YouTube: Visual and video formats, great for brand awareness.
• LinkedIn Ads:
  • Single Image & Carousel Ads: Standard for engagement.
  • Video & Document Ads: Useful for storytelling and lead capture.
  • Message Ads: Direct communication, works well for event invites or exclusive offers.

Pros and Cons

Google Ads Pros:

• Capture demand from users searching for solutions
• Broad reach across multiple networks
• Effective for bottom-of-funnel conversions

Google Ads Cons:

• Limited B2B targeting precision
• Less effective for brand-new products or brands
• Unqualified leads possible without refined targeting

LinkedIn Ads Pros:

• Unmatched B2B targeting accuracy
• Ideal for account-based marketing
• Great for high-value lead generation

LinkedIn Ads Cons:

• More expensive per click
• Users may not be in buying mode
• Slower funnel movement compared to search

Should You Use Both?

Absolutely—if budget and strategy allow. Google Ads is great for capturing demand, while LinkedIn Ads excels at creating demand and engaging specific buyer personas. Together, they create a full-funnel marketing strategy:

• Top Funnel: LinkedIn for awareness and interest
• Mid Funnel: LinkedIn or YouTube for nurturing
• Bottom Funnel: Google Search for conversion

SEO Guru NYC is a results-driven digital marketing agency based in New York, specializing in lead generation strategies through platforms like Google Ads and LinkedIn Ads. Whether you’re targeting high-intent search users or engaging niche B2B audiences, our expert team helps you craft campaigns that convert. Ready to maximize your ad spend and generate qualified leads? Let us build a paid ad strategy tailored to your business goals.

Contact us today for a free paid media audit and start transforming clicks into customers.