I accept the privacy policy

The information you send through this form is of a personal nature and, therefore, we need to remind you of the rights you have in terms of data protection. The responsible. We inform you that your data will be processed by BCM Marketing Industrial S.L. as responsible for this website. Purpose. We ask for your name, email and telephone number in this form to be able to answer your question; By sending this information you will NOT be subscribing to any mailing list nor will you receive commercial news periodically. Legitimation. By checking the checkbox that appears above, you are giving your consent for your data to be treated in accordance with the purpose of this form that appears in our privacy policy.

LinkedIn Ads vs Google Ads Strategies

LinkedIn Ads vs Google Ads Strategies

Google Ads vs LinkedIn Ads on B2B Strategies

These are the two main B2B online advertising platforms and both have their pros and cons. It is best to combine both to advance the objectives of our 360º marketing strategy.

Google Ads has a high level of need and the right moment of the client, because if they did not need it, they would not be looking for it at that moment, but it does have a downside, which is to score descending, for example in the budget, since you can not rate or classify who will be the ones who see your advertising.

On the other hand, LinkedIn does have a very high budget score, because it allows you to rate people depending on the size of your company. In terms of need and timing, LinkedIn drops a bit, because the waiting time is longer, that is, you make your products and/or services available to your target audience, but you do not know when it will be the moment that it will serve.

Brand awareness

LinkedIn Ads: Of the three types of campaigns existing on LinkedIn Ads, the most appropriate to achieve brand awareness are:

  • Sponsored content campaign: Promoted publications that will appear on the wall of the users who comply with our segmentation.
  • Text ad campaign: ads that appear on the sidebar.

Google Ads: It is very effective to promote a company or product directly at the level of bran-ding, or even to place us above the competition when they look for them.

Depending on the marketing objective, we will opt for a type of campaign Search, Display, Video, Discovery, Shopping or Universal App. You can also choose whether your ad will appear in the search results, a YouTube video on a related topic, etc.

Reaching our future customers

LinkedIn: LinkedIn is the world's largest professional network, with more than 500 million members.

It handles invaluable information and allows us to segment our ads according to parameters and professional specifications impossible to achieve by other means. For example: "logistics managers of Spanish companies with more than 200 employees".

LinkedIn Ads allows you to choose up to 100 segmentation methods in your campaigns. Some of them are:

  • By location
  • By company name
  • By position or profession
  • By number of employees of the company
  • By universities where they have studied
  • By academic degrees obtained
  • By aptitude
  • By professional groups to which they belong
  • By sex
  • For years of experience

At the LinkedIn bidding level it is possible to bid per click, regardless of how many times the ad is posted, or per impressions, regardless of how many times users click on the link.

Google Ads: Offers a wide variety of targets for your campaigns:

  • Increase phone calls to the company.
  • Increase visits.
  • Direct customers to our website.

Generate leads

LinkedIn: 12 million managers and 6 million SMEs are on LinkedIn. A good way to reach those of us who are interested is to create a campaign of sponsored InMail messages: private emails that will reach the LinkedIn mailbox of the target audience. Although these are messages within the LinkedIn network, many users have this function associated with their personal email, so it can be almost an emailing campaign.

Google: We can not define the profile of the leads that we get in such a detailed way, because to that in Google advertising we buy keywords search, and not user profiles. However, we will get leads that are actively looking for information about the need they need to satisfy, and the cost of acquisition can be much lower than LinkedIn.

Advancing funnel marketing

LinkedIn Ads: Now offers remarketing options that allow us to specifically target users who have already shown interest in our services or products and have visited our website. One content that works very well on LinkedIn Ads is to offer an infoproduct as a free ebook.

Google Ads: Offers advertisers a wide variety of options to attract traffic and generate business. One strategy could be to start with a YouTube campaign that helps us generate an audience that we will then reach with a remarketing display campaign with a top of the funnel offer. From there we will be able to target those who click on that campaign with a new offer based specifically on our products.

Continuous improvement

LinkedIn Ads: The ads on LinkedIn are reviewed one by one, in a period that can be extended up to 24 hours. It has recently introduced the A/B test option, which allows several versions of our ads to be simultaneously checked to see which works best.

Google Ads: It includes almost unlimited testing options, such as campaign experiments, which affect groups of ads, or variations of specific ads.

Reaching your goals

LinkedIn: Platforms such as Facebook and Twitter are cheaper, but investing on LinkedIn Ads campaigns can have a very positive ROI for the B2B oriented company, as they allow access to more valuable potential customers. The minimum budget is 10 USD per day per campaign.

Google Ads: It is not possible to do an online advertising campaign without Google, a silver form that processes almost 40,000 searches per second.

Do you want to promote your company with a campaign on LinkedIn Ads or Google Ads? Ask us for a quote without obligation, in BCM Marketing we advise you on the ones you need.

Our 25 years of experience are shared in our blog and with our customers.

Manage Consent Preferences

Technical cookies are strictly necessary for our website to function and for you to navigate it. These types of cookies are what, for example, allow us to identify you, give you access to certain restricted parts of the site if necessary, or remember different options or services you have already selected, like your privacy preferences. Therefore, they are activated by default, and your authorization is not necessary for them. Through your browser settings, you can block or alert the presence of this type of cookies, but such blocking will affect the proper functioning of the various features of our website.

Analytical cookies allow us to study the navigation of users on our website in general (for example, which sections of the site are most visited, which services are used the most and if they work correctly, etc.). From the statistical information about navigation on our website, we can improve both the performance of the site itself and the various services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them, you contribute to this continuous improvement. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Functionality cookies allow us to remember your preferences, to personalize certain features and general options of our website each time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your type of browser, etc.). Therefore, these types of cookies do not have an advertising purpose, but by activating them, you will improve the functionality of the website (for example, adapting it to your type of browser) and the personalization of it based on your preferences (for example, presenting the information in the language you have chosen in previous occasions), which will contribute to the ease, usability, and comfort of our page during your navigation. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Advertising cookies allow us to manage the advertising spaces included on our website based on criteria such as the content displayed or the frequency at which the ads are shown. For example, if the same ad has been shown to you several times on our website, and you have not shown personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to be able to show you advertising content that better matches your personal tastes and interests. To put it very simply, we'll give you a fictional example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, by activating this type of cookies, the advertising we show you on our website will not be generic, but will be oriented towards your searches, tastes, and interests, thus being exclusively tailored to you. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Cookie Settings

We use our own and third-party cookies to analyze our services and show you advertising related to your preferences based on a profile made from your browsing habits (for example, pages visited). You can accept all these cookies by clicking the ACCEPT button, or configure them or reject their use by clicking on the section COOKIE SETTINGS.

If you want more information, consult the Cookie Policy and List of Cookies on our website.