Comparison: Google Ads vs LinkedIn Ads for SaaS Companies

This question shows up in nearly every discovery call we take. "Should we put our money on Google or LinkedIn?"

Anyone giving you a simple answer is probably trying to sell you something.

We've watched companies torch $50K+ on the wrong platform before they figured out they were fishing in the wrong pond. As a Google Ads management agency, we've seen this play out more times than we can count. The platform you pick actually matters way more than most people want to admit. Google catches people mid-search, right when they're hunting for answers. LinkedIn hits decision-makers scrolling between Zoom calls, often before they even realize they need what you're selling.

Here's what we've learned managing over $30M in ad spend for SaaS companies.

Why Platform Choice Actually Matters

We've seen companies double their pipeline just by moving budget to the right platform. But we've also watched others waste six months because they picked based on what sounded good in a board meeting instead of where their customers actually hang out.

One client burned $40K on LinkedIn ads for a self-serve productivity tool. Average deal was $600 annually. The math never made sense, but nobody questioned it until the CMO got replaced.

When you're looking at advertising on LinkedIn vs Google Ads, it's not about which platform is "better." It's about which one fits your actual business model and sales cycle.

Google vs LinkedIn: The Real Difference

Google is where intent lives. When someone searches "project management software for remote teams" at 2 PM on a Tuesday, they've got a problem that needs solving right now. Search ads generate faster leads with clearer intent than any other channel. Competitor campaigns alone often generate 30%+ of total leads and significantly improve Google Ads performance when structured correctly.

LinkedIn is different. Users aren't necessarily problem-aware yet, but they're in a professional mindset where B2B solutions make sense. When we worked with Mixpanel, their Google campaigns crushed it because analysts were actively searching. But for newer startups nobody's heard of, LinkedIn's professional targeting reaches the right people even when they aren't actively looking.

LinkedIn Ad Formats Comparison Sponsored Content, Message Ads, and Lead Gen Forms

Through our LinkedIn advertising agency services, we've run campaigns where we uploaded target company lists and only showed ads to decision-makers at those businesses. LinkedIn lets you target the VP of Marketing at companies with 500-1000 employees in healthcare who have "budget authority" in their profile. Try pulling that off on Google.

Lead Gen Forms are LinkedIn's secret weapon, pre-filled with user data, someone can submit in two clicks. We've seen conversion rates 2-3x higher than regular forms. LinkedIn's own research backs this up with data showing Lead Gen Forms significantly outperform standard landing pages.

One client's conversion rate jumped from 4% to 11% just by switching to Lead Gen Forms. Same ad, same audience, less friction. For more creative inspiration, check out these LinkedIn carousel ad examples.

Google Ads vs LinkedIn Ads Performance in B2B The Real Data

Cost Per Click Reality Advertising on LinkedIn vs Google Ads

This is where things get painful. LinkedIn Ads costs are brutal, typically 2-5x higher than Google's. We're talking $8-15+ per click for competitive B2B keywords on LinkedIn; meanwhile, you might pay $3-8 on Google.

But context beats cost every single time. When we helped ShipBob boost their conversions, their Google CPCs were definitely lower. But their LinkedIn clicks converted at 3x the rate because we were reaching logistics managers who actually had the authority to make purchasing decisions.

Google targets what people do. LinkedIn targets who people are.

For a complete breakdown, read our guide on how much LinkedIn Ads cost.

Google Ads vs LinkedIn Ads for Lead Quality What the Numbers Actually Show

According to HubSpot's research on B2B advertising, companies using multi-platform strategies see 40-60% better performance than single-platform approaches.

When comparing LinkedIn Ads vs Google AdWords, the Google Ads vs LinkedIn performance in B2B comes down to user mindset. On Google, people are in fix-my-problem mode, they're actively hunting for solutions. On LinkedIn, they're in networking or learning mode, they aren't necessarily problem-aware yet.

Conversion Rates and Why They Matter More Than CPL

Stop staring at CPL. Look at full-funnel CAC instead.

If Google gives you 100 leads at $80 each but only 2% convert to customers, and LinkedIn gives you 20 leads at $250 each but 10% convert, LinkedIn wins on customer aquisition cost every time. Google gives you $8,000 spend for 2 customers ($4,000 CAC). LinkedIn gives you $5,000 spend for 2 customers ($2,500 CAC).

We had a client celebrating their $65 Google CPL until we showed them their actual CAC was $3,200 because lead quality was terrible. We rebuilt their landing pages, tightened targeting, and got CAC down to $1,400. Quality beats quantity when your sales team's time is expensive.

When Google Ads Works Better for SaaS Companies

If people are searching for your solution category, Google is where you need to be. We had a form-builder client where monthly search volume was massive, people searching "best form builder" and "Typeform alternative" thousands of times every month. We drove their cost per lead down while scaling volume by 60%.

Search Engine Journal's guide to search intent breaks down why this matters for conversion rates. For more tactics, check out our post on Google Ads for SaaS.

If you're closing deals in 1-4 weeks, Google's speed advantage is unbeatable. WordStream's data on PPC for SaaS shows that product-led growth companies see 40% lower CAC when they focus on high-intent search campaigns.

Google dominates when your product is self-serve with free trials, ACV is under $10K, you're targeting small businesses, and you need volume fast. You can also work with Google Ads automation to scale these campaigns more efficiently. For costs, see our Google Advertising cost guide.

When LinkedIn Ads Outperforms for B2B Lead Gen

If your sales cycle runs 3-6+ months, involves buying committees, and closes deals over $25K, LinkedIn's targeting becomes worth the premium price. Gartner's research shows the average enterprise deal involves 6-10 decision-makers, exactly where LinkedIn's targeting shines.

When you're doing true ABM, targeting specific companies with personalized campaigns, LinkedIn is basically the only game in town. We remember working with a client who sold compliance software. On Google, we were bidding on broad terms like "compliance software" and competing with everything from HR compliance to food safety solutions. On LinkedIn, we could target compliance officers at companies with 500+ employees in regulated industries. Complete turnaround.

The CPL hit $300+, but sales closed 20% of those leads. For more on optimizing these campaigns, see our LinkedIn campaign optimization tips and best practices for LinkedIn Ads creative.

SaaS Google Ads vs LinkedIn Ads Campaign Strategy

Brand campaigns protect your company name searches (high CTR, low CPC). Competitor campaigns target "[Competitor] alternative" to steal market share. Problem/solution campaigns catch early research with pain point keywords. Comparison campaigns capture the evaluation stage with "X vs Y" searches.

Search Engine Land's guide to Google Ads campaign structure goes deeper into the technical setup. For creative inspiration, check out these best Google Ads examples. This list of SaaS Google Ads agencies shows how others are approaching these challenges.

Most successful SaaS companies we work with run both platforms, just with different strategies and budget splits. The magic happens when they work together, someone sees your LinkedIn content about industry trends, three weeks later they're searching on Google, they click your ad, they convert. This consistently outperforms single-platform approaches by 40-60%. Neil Patel's guide to cross-channel marketing digs deeper.

Which is Better Google Ads or LinkedIn Ads for SaaS? The Decision Framework

Choose Google When

Use Google Ads when you're dealing with problems people actively search for, like clear product categories like CRM, email marketing, accounting software. Shorter sales cycles (under 3 months typically). Volume needs and solid nurturing sequences are already in place. Moz's research on paid search effectiveness shows that businesses with short sales cycles see 3x better ROI from search ads.

Choose LinkedIn When

Go with LinkedIn when you're facing new categories or problems people don't realize they have yet. Average deal sizes of $10K+ annually, the math just works better. Longer sales cycles (6+ months is common). Complex products that need education and trust-building.

The Hybrid Approach

When evaluating Google Ads vs LinkedIn Ads for SaaS, use both platforms when you've got budget depth ($10K+ monthly across both platforms minimum).

Forrester's research on B2B marketing shows companies using multiple platforms in coordinated strategies see way better ROI. Statista's data on digital advertising costs shows CPCs have increased 15-20% year-over-year across both platforms.

Ready to Scale Your SaaS with the Right Paid Strategy?

At Aimers, we specialize in running campaigns on platforms like Google and LinkedIn for SaaS businesses at all stages. We've managed campaigns for Mixpanel, ShipBob, Orion Labs, increasing their sales opportunities 60% to 4x while driving down cost per lead.

The companies that succeed test relentlessly, measure everything, and optimize based on real data. They don't fall in love with platforms; they fall in love with results.

Get in touch to discuss your specific situation.