Many brands invest in paid advertising without a clear strategy, and as a result fail to make the most of the right platforms.
In the B2B market, two of the biggest players are LinkedIn Ads and Google Ads.
But when it comes to investing, questions arise: what is the best option for the business? Which one delivers the best results?
The most honest answer is: it depends on your objectives, your audience and the type of service or product you offer.
LinkedIn ADS: the platform for decision-makers
LinkedIn is, par excellence, the social network for professionals. It is where CEOs, managers, procurement directors and other decision-makers come together. Whether your aim is to establish authority, educate the market or generate leads through valuable content, LinkedIn is an excellent choice.
Key benefits:
- Segmentation by job title, company, sector, location, years’ experience, etc.
- A professional environment conducive to B2B networking
- Ideal for content campaigns: eBooks, webinars, events, case studies, etc.
Google Ads: reaching people who are already looking for a solution
Whilst LinkedIn focuses on building interest, Google Ads comes into play when the potential customer is already actively searching for solutions.
Key benefits:
- It appears at just the right moment, when the customer is ready to make a purchase
- Ideal for products or services with direct demand
- It allows you to test keywords and refine your sales funnel
Now that we know the differences, it’s time to consider which is the best option.
✅ If you’re looking to boost brand awareness, educate the market and target decision-makers precisely, LinkedIn Ads is the best choice.
🎯 If you want to generate leads straight away by responding to existing demand, Google Ads is the most direct route.
But the most effective approach is often to combine the two strategies:
– LinkedIn to feed the top of the funnel and build trust
– Google for conversion when there is an intention to buy
🚀 Do you need help devising the best strategy for your B2B brand?
At Desassossego, we help brands such as Investir to invest wisely in paid advertising, tailoring each campaign to suit each business.
Get in touch with us and find out how we can turn clicks into customers