In other words, they already know their problem and that a solution exists to solve it. One of Google’s strengths is that it gets you in front of people who are already solution-aware. But you also need to consider the stage of awareness of the people you’re targeting with your ad campaign. Whether you choose Google or LinkedIn for your PPC campaign will depend partly on your target audience.

For B2B companies looking to connect with the right professionals, LinkedIn might be the better option. If you are a B2B company, the ability to tailor the audience for your LinkedIn ads by job title, industry, and company size is an absolute gift.įor companies with a broad appeal, Google’s functionally unlimited user base makes it an attractive choice for PPC advertising. In contrast, LinkedIn’s audience is already much more specific.Īs a professional networking site, LinkedIn’s ads help you get your brand in front of decision-makers when they are in work mode. If your ads aren’t properly targeted, you’re unlikely to see the return you are looking for. There are so many possibilities when you use Google Ads that reaching the right people can be difficult. However, that huge audience might not be a factor in Google’s favor.

LinkedIn, on the other hand, has a user base of almost 800 million – not shabby, but a drop in the water compared with the might of Google.

Section link AudienceĪs the largest search engine in the world, with over 90% of the market share, Google’s audience is huge. Let’s look at both Google and LinkedIn ads through that context.

Google pay linkedin