Google Ads vs LinkedIn Ads: what drives more B2B SaaS pipeline?

** The B2B SaaS Paid Media Dilemma in 2025**

Here’s the truth: if you’re still debating Google Ads vs. LinkedIn Ads like it’s 2020, you’re already behind. The B2B SaaS buyer’s journey isn’t a straight line anymore—it’s a messy, multi-touch maze where prospects jump between search, social, and dark social before they even think about booking a demo. And yet, most SaaS marketers are still forcing their ad strategy into one of two boxes: either Google’s high-volume, bottom-of-funnel (BOFU) machine or LinkedIn’s hyper-targeted, account-based playground.

The problem? Neither platform works in isolation anymore. Google’s strength—capturing in-market demand with low-cost leads—comes with a hidden cost: those leads often lack the buying authority or budget to close. Meanwhile, LinkedIn’s precision targeting (hello, C-suite at Fortune 500s) delivers better leads, but at a CPL that makes your CFO sweat. So what’s the answer? Spoiler: it’s not choosing one. It’s orchestrating both.

Why the “Either/Or” Debate is Dead

Let’s look at the numbers. In 2024, SaaS companies running only Google Ads saw:

• 30-50% lower CPL than LinkedIn (great for volume).
• 2x higher demo no-show rates (not so great for pipeline).
• Smaller average deal sizes (because you’re often talking to researchers, not decision-makers).

Meanwhile, those doubling down on LinkedIn:

• Paid 2-3x more per lead (ouch).
• Closed deals 40% larger (because you’re reaching the right people).
• Struggled to scale beyond enterprise accounts (niche targeting has limits).

The takeaway? Google fills your funnel fast, but LinkedIn fills it with better prospects. The real question isn’t which platform to use—it’s how to use them together.

The Metrics That Actually Move the Needle

Forget vanity metrics like impressions or clicks. In B2B SaaS, these are the numbers that matter:

• Pipeline contribution: How much revenue can you directly tie to each channel?
• Lead-to-opportunity rate: Are your leads turning into real sales conversations?
• Average deal size: Are you attracting SMBs or enterprise buyers?
• Attribution headaches: Can you track a lead from first touch to closed-won?

Here’s the kicker: most SaaS teams can’t answer these questions because their Google and LinkedIn campaigns live in silos. They’re measuring CPL in a vacuum, not how leads from each platform actually perform downstream. (Pro tip: if your sales team groans every time a “Google lead” comes in, you’ve got a problem.)

Who This Guide is For

This isn’t another generic “Google Ads vs. LinkedIn” comparison. It’s a playbook for:

• Demand gen leaders tired of wasting budget on low-quality leads.
• SaaS marketers who need to prove ROI to their board (or CFO).
• Revenue teams trying to align paid media with sales outcomes.

By the end, you’ll know exactly how to: ✅ Use Google to capture demand (without drowning in tire-kickers). ✅ Leverage LinkedIn to create demand (and land bigger deals). ✅ Stitch both platforms together with cross-channel retargeting. ✅ Measure success in a way that actually impresses your CEO.

The 2025 playbook isn’t about choosing sides—it’s about playing both platforms to their strengths. Ready to stop guessing and start scaling? Let’s dive in.

Understanding the Core Differences: Google Ads vs. LinkedIn Ads for B2B SaaS

Let’s be honest—choosing between Google Ads and LinkedIn Ads for your B2B SaaS business feels like picking between a speedboat and a fishing rod. Both get you to the water, but they work in completely different ways. Google is your speedboat: fast, powerful, and great for chasing down buyers who are already searching for solutions. LinkedIn? That’s your fishing rod—precise, targeted, and perfect for reeling in the exact decision-makers you want, even if they’re not actively looking yet.

So which one should you use? The answer isn’t either/or—it’s both, but differently. To make that work, you first need to understand how these platforms actually differ. Let’s break it down.

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Intent vs. Targeting Precision: Who’s Actually Ready to Buy?

Google Ads thrives on intent. When someone types “best enterprise CRM for manufacturing” into Google, they’re not just browsing—they’re ready to evaluate options. These are bottom-of-funnel (BOFU) buyers, and Google captures them at the exact moment they’re making a decision. For SaaS companies, this means high-converting leads with lower cost-per-lead (CPL) because you’re meeting demand that already exists.

LinkedIn, on the other hand, is all about precision targeting. Instead of waiting for buyers to raise their hands, you go find them. Want to reach CFOs at mid-market tech companies who’ve recently changed jobs? LinkedIn lets you do that. The catch? These people might not be actively searching for your product yet. That’s why LinkedIn excels at top-of-funnel (TOFU) and middle-of-funnel (MOFU) plays—nurturing leads before they’re ready to buy.

Which is better?

• Use Google Ads when you want to capture in-market demand (e.g., “SaaS billing software for startups”).
• Use LinkedIn Ads when you need to create demand (e.g., targeting finance teams at companies using outdated tools).

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Audience Reach vs. Audience Quality: Volume vs. Value

Google’s reach is massive. Over 8.5 billion searches happen every day, and your ads can appear in front of anyone actively looking for solutions like yours. The downside? You’re competing with every other SaaS company bidding on the same keywords. Volume is high, but so is the noise.

LinkedIn’s audience is smaller but far more valuable for B2B. With 1 billion professionals, it’s the only platform where you can target by job title, seniority, company size, industry, and even skills. Want to reach IT directors at healthcare companies with 500+ employees? You can do that in three clicks. The trade-off? LinkedIn’s CPM (cost per thousand impressions) is 3-5x higher than Google’s. But here’s the kicker: if you’re selling a $50K/year enterprise SaaS tool, paying $50 for a lead that turns into a $200K deal is a no-brainer.

Real-world example: A cybersecurity SaaS company ran identical campaigns on both platforms. Google delivered 10x more leads at a $25 CPL, but LinkedIn’s leads had a 3x higher close rate and 5x larger deal sizes. The takeaway? Volume ≠ value.

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Cost Dynamics: Why LinkedIn Feels Expensive (But Often Isn’t)

Let’s talk money. Google Ads typically has a lower CPL because you’re bidding on keywords where intent is clear. A search for “best project management software for agencies” is a strong signal that someone’s ready to buy. LinkedIn, however, is more like a networking event—you’re paying to get in front of the right people, even if they’re not actively shopping.

But here’s where it gets interesting: LinkedIn’s higher costs are often justified by deal size. If you’re selling a $10/month tool, Google’s lower CPL makes sense. But if you’re targeting enterprises with $100K+ contracts, LinkedIn’s ability to reach decision-makers directly can more than pay for itself.

Cost comparison (average for B2B SaaS):

Metric	Google Ads	LinkedIn Ads
CPL (Cost Per Lead)	$20–$50	$50–$150
CTR (Click-Through)	3–8%	0.3–1%
Conversion Rate	5–15%	2–8%
Deal Size	$5K–$20K	$50K–$200K+

Source: Industry benchmarks (2024)

The key? Don’t look at CPL in isolation. A $100 LinkedIn lead that closes at $150K is a steal. A $20 Google lead that never converts is a waste.

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Ad Formats: What Actually Works for SaaS?

Google and LinkedIn offer very different ad formats, and each has its strengths for B2B SaaS.

Google Ads:

• Search ads (text-based): Best for BOFU queries like “best HR software for remote teams.”
• Display ads (banner ads): Good for retargeting, but lower intent.
• YouTube ads: Great for demo videos or case studies (e.g., “See how [Company] cut costs by 30%”).

LinkedIn Ads:

• Sponsored Content (native ads in the feed): Best for thought leadership (e.g., “Why 80% of CFOs are switching to AI-powered billing”).
• Message Ads (InMail): Highly targeted, but expensive (use sparingly for high-value accounts).
• Lead Gen Forms: Pre-filled forms that reduce friction (great for whitepaper downloads or demo requests).

Pro tip: On LinkedIn, video ads outperform static images by 3x for SaaS companies. A 30-second demo teaser or customer testimonial can work wonders.

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Attribution: The Hidden Challenge No One Talks About

Here’s the dirty little secret of B2B SaaS marketing: no one buys after seeing just one ad. A typical enterprise deal might involve:

1. A LinkedIn ad introducing your solution.
2. A Google search for “[Your Product] vs. [Competitor].”
3. A retargeting ad on Facebook reminding them to book a demo.
4. A final Google search for “[Your Product] pricing.”

The problem? Last-click attribution (the default in most tools) gives all the credit to the final touchpoint—usually Google. This makes LinkedIn look like it’s underperforming, when in reality, it’s doing the heavy lifting of creating demand that Google later captures.

How to fix this:

• Use multi-touch attribution (tools like HubSpot, Bizible, or Google Analytics 4).
• Set up UTM parameters to track LinkedIn’s influence on later conversions.
• Run incrementality tests (e.g., pause LinkedIn for a month and see if Google conversions drop).

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The Bottom Line: It’s Not About Choosing—It’s About Orchestrating

Google Ads and LinkedIn Ads aren’t competitors—they’re complementary tools in your B2B SaaS growth stack. Google is your demand capture machine, while LinkedIn is your demand creation engine. The companies that win in 2025 won’t be the ones picking sides—they’ll be the ones using both strategically.

So ask yourself:

• Are you only using Google because it’s cheaper? You might be leaving high-value deals on the table.
• Are you only using LinkedIn because it’s “premium”? You could be missing out on in-market buyers.
• Are you tracking the full journey? If not, you’re flying blind.

The best approach? Start with Google to fill your pipeline fast, then layer in LinkedIn to improve lead quality and deal size. We’ll dive into exactly how to do that in the next section.

Google Ads for B2B SaaS: Demand Capture at Scale

Here’s the truth about B2B SaaS marketing: your best leads aren’t scrolling LinkedIn hoping to stumble on your ad. They’re Googling things like “best enterprise CRM for manufacturing” at 11 PM because they have a problem right now. And if you’re not there when they search? Someone else will be.

Google Ads isn’t just another channel—it’s the closest thing to a 24/7 salesperson who only talks to people actively looking for what you sell. For B2B SaaS, that’s gold. But here’s the catch: most companies waste 60% of their budget on the wrong keywords, vague ad copy, and landing pages that don’t match what the searcher actually wants. Let’s fix that.

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The Power of Search Intent: Why BOFU Keywords Crush Everything Else

Bottom-of-funnel (BOFU) keywords are the holy grail of B2B SaaS advertising. These are searches where the user already knows what they need—they’re just deciding who to buy from. Think:

• “[Your product] vs [Competitor]”
• “Enterprise pricing for [your solution]”
• “Best [your product category] for [specific use case]”

Why do these work so well? Because the person searching isn’t just “researching”—they’re ready to buy. In 2025, the average conversion rate for BOFU SaaS keywords is 12-18%, compared to 2-5% for top-of-funnel (TOFU) terms like “what is a CRM?”

Here’s the kicker: most SaaS companies ignore these keywords because they have lower search volume. But low volume ≠ low value. A single BOFU click can be worth 5-10x more than a TOFU click because it’s coming from someone who’s already convinced they need a solution like yours.

Pro tip: Use Google’s Keyword Planner to find BOFU terms, but don’t stop there. Check your competitors’ ads (try tools like SpyFu or SEMrush) to see what keywords they’re bidding on. If they’re spending money on a term, it’s probably converting.

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Keyword Strategies That Actually Work for SaaS

Not all keywords are created equal. Here’s how to build a strategy that gets you high-intent leads without wasting budget:

1. Long-Tail vs. Short-Tail: The 80/20 Rule

• **Short-tail (e.g., “CRM

LinkedIn Ads for B2B SaaS: Demand Creation and ABM Precision

Here’s the truth: Google Ads is great when people already know they need your product. But what if they don’t? What if your ideal customer hasn’t even realized they have a problem yet? That’s where LinkedIn Ads come in. It’s not just about capturing demand—it’s about creating it.

Think about it. Your best customers aren’t sitting around Googling “best enterprise SaaS for [your solution].” They’re busy running their departments, hitting their KPIs, and maybe—just maybe—scrolling LinkedIn between meetings. LinkedIn Ads let you put your message right in front of them, at the exact moment they’re in “work mode.” And because LinkedIn knows so much about its users—job titles, company size, even the skills they’ve listed—you can target with surgical precision.

But here’s the catch: LinkedIn Ads aren’t a “set it and forget it” platform. To win here, you need to think differently than you do with Google. No more relying on search intent. Instead, you’re playing the long game—building relationships, educating prospects, and positioning your product as the obvious solution. Let’s break down how to do it right.

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ABM on LinkedIn: Targeting the Right People at the Right Companies

Account-Based Marketing (ABM) isn’t just a buzzword—it’s the secret weapon for B2B SaaS companies selling to enterprises. Why? Because in enterprise sales, deals aren’t won by one person. They’re won by influencing multiple decision-makers across different departments. LinkedIn makes this easy.

Here’s how to build an ABM list that actually converts:

1. Start with company attributes

   • Target by industry (e.g., financial services, healthcare, tech)
   • Filter by company size (e.g., 500+ employees for mid-market, 5,000+ for enterprise)
   • Use LinkedIn’s “Company Growth Rate” filter to find fast-growing companies (they’re more likely to invest in new tools)

2. Layer in job titles and seniority

   • For enterprise SaaS, focus on titles like:
     • CIO, CTO, VP of IT (they sign the checks)
     • Director of RevOps, Head of Sales Enablement (they feel the pain points)
     • IT Manager, Systems Architect (they’ll be using your product daily)
   • Avoid generic titles like “Manager” or “Analyst”—they’re too broad and often lack budget authority.

3. Add skills and interests for extra precision

   • Target users who’ve listed skills like “digital transformation,” “cloud migration,” or “revenue operations.”
   • Use LinkedIn’s “Groups” filter to find people who’ve joined communities related to your niche (e.g., “SaaS Sales Leaders” or “Enterprise IT Decision Makers”).

Pro tip: Don’t just target one person per account. Create separate campaigns for different roles. For example:

• Campaign 1: CIOs at Fortune 500 companies (focus on ROI and security)
• Campaign 2: RevOps Managers at the same companies (focus on efficiency and integration)

This way, you’re not just reaching the right companies—you’re reaching the right people within those companies.

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Ad Formats That Actually Convert (And When to Use Them)

LinkedIn offers a few ad formats, but not all of them work equally well for B2B SaaS. Here’s the breakdown:

1. Sponsored Content (Single Image or Video)

• Best for: Top-of-funnel (TOFU) awareness and middle-of-funnel (MOFU) nurturing.
• Why it works: These ads appear directly in the LinkedIn feed, so they feel native and less intrusive.
• Example: A short video showing how your product solves a specific pain point (e.g., “How [Company] Reduced Onboarding Time by 50%”).
• Pro tip: Use captions—85% of LinkedIn videos are watched without sound.

2. Sponsored InMail (Message Ads)

• Best for: High-intent audiences (e.g., people who’ve visited your pricing page but haven’t converted).
• Why it works: InMail lands directly in a user’s LinkedIn inbox, so open rates are high (around 50% for well-targeted campaigns).
• Example: A personalized message from your CEO or sales leader: “Hi [First Name], I noticed you’re at [Company]—we helped [Similar Company] cut costs by 30%. Would you be open to a quick chat?”
• Warning: Don’t overuse this. If you send too many InMails, LinkedIn will throttle your delivery.

3. Carousel Ads

• Best for: Storytelling or showcasing multiple features/use cases.
• Why it works: Carousels let you tell a mini-story in 3-5 slides. Great for complex SaaS products that need more explanation.
• Example:
  • Slide 1: The problem (“Struggling with manual reporting?”)
  • Slide 2: The solution (“Automate reports in 2 clicks”)
  • Slide 3: Social proof (“Used by 500+ enterprise teams”)
  • Slide 4: CTA (“Book a demo”)

Which format should you start with? If you’re new to LinkedIn Ads, begin with Sponsored Content (video or single image). It’s the easiest to set up and has the broadest reach. Once you’ve got that dialed in, experiment with InMail and Carousels.

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Lead Gen Forms vs. Landing Pages: Which Should You Use?

LinkedIn’s native Lead Gen Forms are tempting. They let users submit their info without leaving LinkedIn, which sounds like a win. But here’s the problem: they often attract low-quality leads.

Why? Because the barrier to entry is too low. Someone sees your ad, clicks “Submit,” and boom—they’re a “lead.” But do they actually care about your product? Maybe not. This is especially true for enterprise SaaS, where the sales cycle is long and complex.

When to use Lead Gen Forms:

• For top-of-funnel offers (e.g., “Download our free guide to [topic]”).
• When you’re retargeting warm audiences (e.g., people who’ve visited your website).
• If your goal is volume over quality (e.g., for a webinar or event).

When to use landing pages:

• For high-intent offers (e.g., “Book a demo” or “Get a custom quote”).
• When you need more information from the lead (e.g., company size, budget, specific pain points).
• If you’re selling to enterprises (where deals are bigger and require more nurturing).

Real-world example: [Company Y], a mid-market SaaS provider, tested Lead Gen Forms vs. landing pages for their “Book a Demo” CTA. The landing page converted 30% fewer leads but 40% more qualified opportunities. Why? Because the people who took the extra step to visit the landing page were actually interested.

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How LinkedIn Ads Lift Enterprise Deal Size (With Real Numbers)

Here’s the thing about LinkedIn Ads: they don’t just generate leads—they generate better leads. And better leads mean bigger deals.

Why?

• Precision targeting: You’re reaching the exact people who have the budget and authority to buy.
• Trust factor: LinkedIn is a professional network, so ads feel more credible than random display ads.
• Long-term nurturing: LinkedIn lets you stay top-of-mind with decision-makers over months (or even years).

Case study: How [Company Y] Increased Enterprise Pipeline by 40% in 6 Months [Company Y] sells a revenue operations platform to enterprise companies. Before LinkedIn Ads, their average deal size was $50K. After running a 6-month LinkedIn campaign targeting CROs and RevOps leaders at Fortune 1000 companies, their average deal size jumped to $70K.

Here’s what they did:

1. Targeted the right people: CROs, VPs of Sales, and RevOps Managers at companies with 1,000+ employees.
2. Used a mix of ad formats:
   • Sponsored Content (videos and case studies) for awareness.
   • InMail for high-intent follow-ups (e.g., “Saw you downloaded our guide—want to chat?”).
3. Focused on education: Instead of pushing demos, they ran ads like:
   • “How [Similar Company] Increased Revenue by 20% with Better Data”
   • “The Hidden Costs of Manual Revenue Reporting”
4. Retargeted engaged users: Anyone who watched 50%+ of a video or clicked an ad got retargeted with a demo offer.

The result? Not only did their pipeline grow by 40%, but their close rate improved by 15% because the leads were more qualified from the start.

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The Bottom Line: LinkedIn Ads Are for Demand Creation, Not Just Demand Capture

Google Ads are like fishing with a net—you catch whatever’s swimming by. LinkedIn Ads are like fishing with a spear—you pick exactly what you want to catch.

If you’re only using Google Ads for your B2B SaaS, you’re missing out on the best leads: the ones who don’t even know they need you yet. But if you use LinkedIn Ads the right way—targeting the right people, with the right message, at the right time—you’ll fill your pipeline with high-quality, enterprise-ready leads.

Your next step? Pick one thing from this section and test it this week:

• Build an ABM list targeting 3-5 key job titles at your ideal companies.
• Run a Sponsored Content ad with a short video (under 60 seconds).
• Replace one Lead Gen Form with a landing page and track the difference in lead quality.

The companies that win in 2025 won’t be the ones with the biggest budgets. They’ll be the ones that use LinkedIn strategically—not just to generate leads, but to create demand where none existed before. Will you be one of them?

The Hybrid Play: Orchestrating Google and LinkedIn for Maximum Pipeline

Here’s the truth: if you’re only running Google Ads or only running LinkedIn Ads, you’re leaving money on the table. The real magic happens when you combine them. Think of it like a relay race—Google hands off the baton to LinkedIn, and together, they cross the finish line with more high-quality leads.

Google is your demand capture machine. It finds people who are already searching for solutions like yours. They’re ready to buy, and they’re typing keywords like “best project management software for remote teams” into Google. Your job? Be there when they search. But here’s the catch: not everyone is ready to buy right now. Some are just researching. Others might be a perfect fit but haven’t heard of you yet. That’s where LinkedIn comes in.

LinkedIn is your demand creation engine. It doesn’t just find people who are already looking—it finds the right people, even if they don’t know they need you yet. You can target by job title, company size, industry, even specific companies. Want to reach CTOs at mid-market SaaS companies? LinkedIn lets you do that. The leads might cost more, but they’re often worth it because they’re more likely to turn into big deals.

How to Make Them Work Together

So how do you actually combine these two platforms? It’s not about running them side by side and hoping for the best. It’s about orchestrating them so they feed into each other. Here’s how:

1. Start with Google for Demand Capture

Run Google Ads for bottom-of-funnel (BOFU) keywords—terms like “[your product] pricing,” “[competitor] alternative,” or “best [solution] for [specific use case].” These searches have high intent, so they convert well. But don’t stop there. Use Google’s Display Network to retarget people who visited your site but didn’t convert. Show them ads with case studies, testimonials, or limited-time offers to bring them back.

2. Layer in LinkedIn for Demand Creation

Now, take the people who engaged with your Google Ads (visited your site, downloaded a guide, etc.) and retarget them on LinkedIn. But don’t just show them the same ad. Use LinkedIn’s precision targeting to tailor your message. For example:

• If they visited your pricing page, show them a case study about how a similar company saved money with your product.
• If they downloaded a guide, invite them to a webinar or demo.
• If they’re from a target account, use LinkedIn’s account-based marketing (ABM) features to serve them personalized ads.

3. Use Cross-Channel Retargeting

The key to making this work is retargeting across both platforms. Someone might see your Google ad, visit your site, and then forget about you. But if they see your LinkedIn ad a few days later, it keeps your brand top of mind. Tools like Google Display Network and LinkedIn’s Matched Audiences make this easy. You can even exclude people who’ve already converted to avoid wasting budget.

Measuring What Matters: Attribution Modeling

Here’s the tricky part: how do you know which channel is driving the most pipeline? Is it Google’s high-volume leads or LinkedIn’s high-quality ones? The answer is both—but you need the right attribution model to see it.

Most companies default to last-click attribution, which gives all the credit to the last touchpoint before a conversion. But that’s like giving the gold medal to the anchor in a relay race and ignoring the rest of the team. Instead, use a multi-touch attribution model. This shows you how each channel contributes to the pipeline, from first touch to closed deal.

For example:

• First-touch attribution: Google might get credit for introducing a lead to your brand.
• Last-touch attribution: LinkedIn might get credit for closing the deal.
• Multi-touch attribution: You see the full picture—Google brought them in, LinkedIn nurtured them, and both played a role in the conversion.

Tools like HubSpot, Salesforce, or Bizible can help you set this up. The goal isn’t to pick a winner between Google and LinkedIn—it’s to see how they work together.

Budget Allocation: Where to Spend Your Money

So how do you split your budget between Google and LinkedIn? There’s no one-size-fits-all answer, but here’s a simple framework:

• Prioritize Google when:

  • You need volume. Google can bring in a lot of leads quickly, especially for BOFU keywords.
  • Your CPL (cost per lead) is high on LinkedIn. If LinkedIn leads are costing you $100+ each, Google might be a more cost-effective way to fill the funnel.
  • You’re targeting a broad audience. Google works well for general searches like “best CRM software.”

• Prioritize LinkedIn when:

  • You need high-quality leads. LinkedIn’s targeting is unmatched for B2B, so you can focus on decision-makers at your ideal companies.
  • You’re running ABM campaigns. LinkedIn is perfect for targeting specific accounts or job titles.
  • You’re nurturing leads. LinkedIn’s retargeting and content ads can keep your brand top of mind for people who aren’t ready to buy yet.

A good starting point is a 60/40 split—60% of your budget on Google for demand capture and 40% on LinkedIn for demand creation. But test and adjust based on your results.

Example Workflow: A Hybrid Campaign for Mid-Market SaaS

Let’s say you’re a mid-market SaaS company selling project management software. Here’s how a hybrid campaign might look:

1. Google Ads:

   • Run search ads for BOFU keywords like “best project management software for remote teams” or “[competitor] alternative.”
   • Use Google Display Network to retarget visitors with case studies or demo offers.

2. LinkedIn Ads:

   • Target project managers and team leads at mid-market companies with job titles like “Head of Operations” or “VP of Product.”
   • Show them ads with social proof (e.g., “How [Company] Improved Team Productivity by 30%”).
   • Retarget people who visited your site from Google Ads with a demo offer.

3. Cross-Channel Retargeting:

   • Use Google Display Network to retarget LinkedIn visitors who didn’t convert.
   • Use LinkedIn’s Matched Audiences to retarget Google visitors with personalized ads.

4. Attribution:

   • Use a multi-touch attribution model to see how each channel contributes to the pipeline.
   • Adjust your budget based on which channels are driving the most high-quality leads.

The Bottom Line

Google and LinkedIn aren’t competitors—they’re teammates. Google fills your funnel with high-intent leads, while LinkedIn nurtures them into high-value customers. The key is to orchestrate them so they work together, not in silos.

Start small. Pick one campaign to test this hybrid approach. Maybe it’s a BOFU Google Ads campaign paired with LinkedIn retargeting. Track your results, adjust your budget, and scale what works. The companies that win in 2025 won’t be the ones with the biggest budgets—they’ll be the ones that use both platforms strategically. Will you be one of them?

5. Common Pitfalls and How to Avoid Them

You’ve set up your Google Ads and LinkedIn campaigns. You’re running ads, getting clicks, maybe even some leads. But something’s off. Your cost per lead (CPL) is too high. Your sales team says the leads aren’t qualified. Or worse—your budget is disappearing, and you’re not sure where it’s going.

Sound familiar? You’re not alone. Most B2B SaaS companies make the same mistakes when running ads on these platforms. The good news? These mistakes are fixable. Let’s break them down—platform by platform—and show you how to avoid them.

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Google Ads: The Silent Budget Killers

Google Ads is powerful, but it’s also easy to waste money if you’re not careful. Here are the biggest mistakes we see—and how to fix them.

1. Broad Keywords = Broad (and Expensive) Problems

You bid on “CRM software” and wonder why your CPL is $200. The problem? That keyword is too broad. It attracts everyone from a college student researching a paper to a Fortune 500 CIO. Neither is likely to convert.

Fix it:

• Use long-tail keywords (e.g., “best CRM for SaaS startups” or “CRM with Slack integration”).
• Group keywords by intent (e.g., “compare CRMs” vs. “CRM demo request”).
• Start with exact match keywords to control who sees your ads.

Pro tip: Use Google’s Keyword Planner to find low-competition, high-intent keywords. Look for terms with 100+ monthly searches and low CPC.

2. Ignoring Negative Keywords = Throwing Money Away

Negative keywords tell Google, “Don’t show my ad for this search.” Without them, you’ll waste budget on irrelevant clicks.

Example: If you sell enterprise CRM software, add “free” and “open source” as negative keywords. Otherwise, you’ll pay for clicks from people looking for free tools.

Fix it:

• Review your search terms report weekly.
• Add negative keywords in bulk (e.g., “job,” “salary,” “tutorial”).
• Use negative keyword lists to apply them across multiple campaigns.

Case study: One SaaS client cut their CPL by 35% just by adding 50 negative keywords. Their ad spend stayed the same, but their leads got better.

3. Landing Pages That Don’t Match the Ad

You promise a “free demo” in your ad, but the landing page talks about pricing. Or worse—it’s a generic homepage. Mismatched messaging kills conversions.

Fix it:

• One ad = one landing page. No exceptions.
• Match the headline, offer, and CTA from the ad to the landing page.
• Use short forms (3-5 fields max) for demo requests.

Example: If your ad says, “Get a 14-day free trial,” the landing page should say the same thing—not “Talk to sales.”

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LinkedIn Ads: The Over-Targeting Trap

LinkedIn is great for precision targeting, but that’s also its biggest weakness. Many companies over-optimize and end up with tiny audiences—or worse, no leads at all.

1. Over-Targeting = Too Small to Scale

You target “VP of Sales at SaaS companies with 500+ employees in the U.S. who follow Salesforce.” Sounds great, right? Wrong. Your audience size is 500 people. LinkedIn’s algorithm needs volume to optimize.

Fix it:

• Start with broader targeting (e.g., “Sales leaders at tech companies”).
• Use lookalike audiences based on your best customers.
• Layer in 1-2 firmographics (e.g., company size + industry) instead of 5.

Rule of thumb: Your audience should be at least 50,000 people for LinkedIn to work well.

2. Weak Creative = Low Engagement

LinkedIn ads are visual. If your ad looks like a stock photo with boring text, no one will click.

Fix it:

• Use real people (e.g., a customer testimonial video).
• Write short, benefit-driven copy (e.g., “Cut churn by 30% in 90 days”).
• Test different formats (carousel ads, video ads, single image ads).

Example: A SaaS company increased CTR by 200% by switching from a stock photo to a short video of their CEO explaining the product.

3. No Retargeting = Leaving Money on the Table

Most B2B buyers don’t convert on the first visit. If you’re not retargeting, you’re losing leads.

Fix it:

• Set up LinkedIn retargeting for website visitors.
• Exclude past converters so you don’t annoy them.
• Use sequential messaging (e.g., first ad: “Learn more,” second ad: “Book a demo”).

Pro tip: Combine LinkedIn retargeting with Google Display ads for maximum reach.

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Attribution: Why Last-Click Models Lie to You

You check your reports and see that Google Ads is driving all your conversions. LinkedIn? Zero. But your sales team says LinkedIn leads close faster and at higher deal sizes.

What’s going on? Last-click attribution is lying to you.

Most B2B buyers interact with multiple ads before converting. If someone sees your LinkedIn ad, then Googles your brand name and clicks your Google ad, Google gets all the credit. But LinkedIn did the hard work of creating demand.

Fix it:

• Use multi-touch attribution (e.g., linear, time-decay, or data-driven models).
• Track assisted conversions in Google Analytics.
• Ask leads, “How did you hear about us?” in your demo forms.

Example: One SaaS company found that LinkedIn ads influenced 40% of their closed deals, even though last-click attribution showed 0%.

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Budget Waste: How to Find and Kill Underperforming Campaigns

You’re spending $10,000/month on ads, but half of it is wasted. How do you find the leaks?

For Google Ads:

• Look for high spend, low conversions (e.g., $500 spent, 0 leads).
• Check low Quality Score keywords (below 5/10).
• Pause broad match keywords with high impressions but low CTR.

For LinkedIn Ads:

• Kill campaigns with CTR below 0.3%.
• Pause ads with low engagement (e.g., 0 comments, 0 shares).
• Stop targeting audiences with low match rates (e.g., <10% of your ideal customer profile).

Pro tip: Set up automated rules to pause underperforming ads. For example, “Pause any ad with 100+ clicks and 0 conversions.”

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Creative Fatigue: When Your Ads Stop Working

You launch a campaign, and it works great—for a month. Then performance drops. Why? Creative fatigue.

Your audience sees the same ad too many times. They ignore it. Your CTR drops. Your CPL rises.

Fix it:

• Refresh creative every 2-3 weeks (new images, new copy, new offers).
• Test 3-5 ad variations at a time.
• Use dynamic creative (LinkedIn’s tool that auto-rotates images and text).

Example: A SaaS company rotated 3 ad variations every 2 weeks. Their CTR stayed above 1% for 6 months straight.

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Final Tip: Start Small, Test Fast, Scale What Works

You don’t need to fix everything at once. Pick one of these pitfalls and test a solution this week. Maybe it’s adding negative keywords to Google Ads. Or refreshing your LinkedIn ad creative.

Small changes add up. Over time, you’ll stop wasting budget, get better leads, and build a pipeline that actually closes. Ready to try? Your sales team will thank you.

6. Advanced Tactics: Taking Your B2B SaaS Ads to the Next Level

You’ve got the basics down—now it’s time to play like the pros. Google Ads and LinkedIn Ads aren’t just about throwing money at keywords or job titles and hoping for the best. The real winners use smart tricks to get more leads, better quality, and bigger deals. Let’s talk about how to do that.

AI and Automation: Let the Machines Do the Heavy Lifting

Google’s Performance Max and LinkedIn’s predictive audiences sound fancy, but they’re just tools to help you scale without burning out. Here’s how to use them right:

• Google Performance Max (PMax): This is like having a robot that tests different ads, audiences, and placements for you. But don’t just set it and forget it. Feed it good data—like your best-converting landing pages and high-value customer lists. If you give it junk, it’ll give you junk back.
• LinkedIn Predictive Audiences: This tool finds people who look like your best customers. But it only works if you tell it who your best customers are. Upload your CRM data, and LinkedIn will find more people like them. Just make sure your data is clean—no duplicates or outdated contacts.

Pro tip: Start small. Run a PMax campaign with a limited budget and see what it does. If it works, scale up. If not, tweak your inputs and try again.

Lookalike Audiences: Find More of Your Best Customers

You know who your best customers are—now go find more like them. Lookalike audiences are one of the easiest ways to do this, but most people don’t use them right.

Here’s how to make them work for B2B SaaS:

1. Start with a high-quality seed list. Don’t just upload your entire email list. Use your best customers—the ones who spend the most, stay the longest, or refer others.
2. Keep it fresh. Update your seed list every few months. Old data = bad lookalikes.
3. Test different sizes. A 1% lookalike (closest match) is more precise but smaller. A 5% lookalike is bigger but less targeted. Try both and see what works.

Example: A SaaS company selling HR software uploaded their top 1,000 customers to LinkedIn. Their lookalike audience converted at 3x the rate of their regular audience. Not bad for 10 minutes of work.

Competitor Conquesting: Steal Market Share Like a Pro

Your competitors are out there, and their customers are fair game. Here’s how to take them:

• Google Ads: Bid on their brand name. Yes, it’s allowed. Use ad copy that highlights what you do better. Example: “Tired of [Competitor]’s slow support? Try [Your Product]—24/7 live chat included.”
• LinkedIn Ads: Target people who work at companies using your competitor’s product. Use job titles like “Head of Sales” or “IT Director” and serve them case studies showing why you’re the better choice.

Warning: Don’t be nasty. Focus on your strengths, not their weaknesses. And check your CPCs—competitor keywords can get expensive fast.

Event-Based Targeting: Turn Webinars into Pipeline

Webinars are gold for B2B SaaS, but most companies don’t use them right. Here’s the playbook:

1. Promote on LinkedIn: Target job titles and industries that match your ideal customer. Use a mix of Sponsored Content and InMail to drive registrations.
2. Retarget on Google: After the webinar, run Google Ads targeting people who visited your registration page but didn’t attend. Offer them the recording or a follow-up demo.
3. Follow up fast: Use LinkedIn’s Matched Audiences to send InMail to attendees within 24 hours. Example: “Great seeing you at the webinar! Here’s that [resource] I promised.”

Case study: A cybersecurity SaaS company ran a webinar on LinkedIn and retargeted no-shows on Google. Their demo requests tripled, and their cost per lead dropped by 40%.

Dynamic Creative Optimization (DCO): Personalize at Scale

No one wants to see the same ad over and over. DCO lets you swap out images, headlines, and CTAs based on who’s seeing it. Here’s how to use it:

• Google Ads: Use responsive display ads. Upload multiple headlines, images, and descriptions, and let Google mix and match.
• LinkedIn Ads: Use carousel ads with different messages for different job titles. Example: Show a CFO a cost-savings message and a CTO a security message.

Pro tip: Start with 3-5 variations per audience. Test what works, then double down on the winners.

Final Thought: Don’t Just Run Ads—Run Smart Ads

These tactics aren’t just for big budgets. Even if you’re spending $5K a month, you can use lookalikes, competitor conquesting, and DCO to get better results. The key is to test, measure, and double down on what works.

So, what’s your next move? Pick one tactic from this list and try it this week. Your pipeline will thank you.

Measuring Success: KPIs and Benchmarks for B2B SaaS Ads

You’ve set up your Google Ads and LinkedIn campaigns. You’re spending money. But how do you know if it’s working? The truth is, most B2B SaaS companies track the wrong metrics—and then wonder why their pipeline isn’t growing. If you’re only looking at cost per lead (CPL), you’re missing the bigger picture. The real question isn’t “How many leads did we get?” but “How many of those leads turned into real opportunities—and closed deals?”

Let’s break down the KPIs that actually matter for B2B SaaS, how to track them, and what benchmarks to aim for in 2025.

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Pipeline Contribution: Are Your Ads Actually Driving Revenue?

Here’s the hard truth: Not all leads are created equal. A lead from Google might cost $50, while one from LinkedIn costs $120. But if that LinkedIn lead turns into a $50K deal and the Google lead never responds to sales, which one was really cheaper?

To measure real pipeline contribution, you need to track:

• SQLs (Sales Qualified Leads): How many leads meet your sales team’s criteria for follow-up?
• Opportunities created: How many of those SQLs turn into real deals in your CRM?
• Closed-won deals: How many of those opportunities actually close—and at what value?

How to track this:

• Use UTM parameters in your ad URLs (e.g., ?utm_source=google&utm_medium=cpc&utm_campaign=demo-request).
• Set up offline conversion tracking in Google Ads and LinkedIn to push CRM data back into your ad platforms.
• Use a tool like HubSpot, Salesforce, or Bizible to tie ad spend to pipeline and revenue.

Pro tip: If your sales team complains that LinkedIn leads are “higher quality,” ask them to score leads based on firmographics (company size, industry) and engagement (did they attend a demo? download a whitepaper?). Then, compare those scores to Google leads. You’ll often find LinkedIn leads have a higher close rate—even if they cost more upfront.

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CPL vs. CPO: Why Cost Per Opportunity Is the Metric That Matters

Most B2B SaaS marketers obsess over CPL. But here’s the problem: A low CPL means nothing if those leads never turn into opportunities. What you really want is a low cost per opportunity (CPO)—the amount you spend to generate a deal that sales is actively working.

Example:

• Google Ads: $50 CPL, 5% conversion to opportunity → $1,000 CPO
• LinkedIn Ads: $120 CPL, 15% conversion to opportunity → $800 CPO

Even though LinkedIn has a higher CPL, it’s actually cheaper per opportunity. That’s why CPO is the metric that should guide your budget decisions.

How to calculate CPO: CPO = Total ad spend / Number of opportunities created

Aim for: A CPO that’s less than 10% of your average deal size. If your average contract value (ACV) is $20K, your CPO should be under $2K.

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Lead Quality Scoring: How to Grade Google vs. LinkedIn Leads

Not all leads are worth the same. A lead from a Fortune 500 company is more valuable than one from a 10-person startup. But how do you measure that?

Here’s a simple lead scoring system you can use:

Factor	Google Ads (Score)	LinkedIn Ads (Score)
Company size (employees)	1-3 (SMB)	3-5 (Enterprise)
Job title	1-2 (Low-level)	3-5 (Decision-makers)
Engagement	1 (Form fill only)	3-5 (Demo booked, content downloads)
Industry	1-2 (Mixed)	3-5 (Target verticals)

Why this matters: LinkedIn’s targeting lets you go after specific job titles (e.g., “VP of Sales” or “Director of IT”) and company sizes. Google, on the other hand, relies on search intent—which means you’ll get a mix of tire-kickers and serious buyers. That’s why LinkedIn leads often score higher on firmographics and engagement.

Action step: Work with your sales team to define what a “high-quality lead” looks like. Then, track how many of those come from each channel. You might find that LinkedIn delivers fewer leads—but the ones it does deliver are much more likely to close.

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Deal Size and Velocity: How LinkedIn’s Targeting Impacts ACV and Sales Cycles

Here’s something most B2B SaaS companies don’t realize: LinkedIn ads don’t just generate leads—they generate bigger deals. Why? Because you’re targeting the right people at the right companies.

Case study: A SaaS company ran identical campaigns on Google and LinkedIn. Here’s what they found:

• Google Ads: Average deal size = $12K, sales cycle = 45 days
• LinkedIn Ads: Average deal size = $28K, sales cycle = 30 days

The difference? LinkedIn’s targeting allowed them to focus on enterprise accounts with higher budgets and faster decision-making processes. Google, meanwhile, brought in a mix of SMBs and enterprise—but the SMBs dragged down the average deal size.

Key takeaway: If you’re selling to enterprises, LinkedIn is often the better play—even if it costs more per lead. The higher ACV and shorter sales cycles can make up for the higher CPL.

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2025 Benchmarks: What to Expect on Google and LinkedIn

Every industry is different, but here are the latest benchmarks for B2B SaaS ads in 2025:

Metric	Google Ads	LinkedIn Ads
CTR (Click-Through Rate)	2-4% (Search)	0.3-0.8%
CPC (Cost Per Click)	$5-$15	$8-$20
CPL (Cost Per Lead)	$40-$100	$80-$200
Conversion Rate	3-8%	1-5%

Why the big differences?

• Google Ads: Higher intent = more clicks and conversions. But competition is fierce, so CPCs are rising.
• LinkedIn Ads: Lower intent (people aren’t actively searching for your product), but better targeting = higher-quality leads.

What to aim for:

• Google Ads: Focus on conversion rate (aim for 5%+). If it’s below 3%, your landing page or offer needs work.
• LinkedIn Ads: Focus on lead quality (not just volume). If your CPL is high but your CPO is low, you’re on the right track.

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Final Thought: Stop Chasing Leads—Start Chasing Revenue

Here’s the bottom line: If you’re only tracking CPL, you’re playing a losing game. The real winners in B2B SaaS measure pipeline contribution, CPO, lead quality, and deal size. They know that a $120 LinkedIn lead might be worth 10x more than a $50 Google lead—if it closes faster and for more money.

Your next steps:

1. Set up offline conversion tracking to tie ad spend to pipeline and revenue.
2. Calculate your CPO for each channel. If one channel has a lower CPO, shift more budget there.
3. Work with sales to score leads from each channel. Double down on the one that delivers the highest-quality leads.
4. Compare deal sizes and sales cycles. If LinkedIn is driving bigger deals, it might be worth the higher CPL.

The companies that win in 2025 won’t be the ones with the most leads—they’ll be the ones with the right leads. Which one will you be?

Conclusion: The 2025 Playbook for B2B SaaS Paid Media

Here’s the truth: Google Ads and LinkedIn Ads aren’t competitors. They’re teammates. Google is your demand-capture machine—it finds people already searching for solutions like yours. LinkedIn? That’s your demand-creation engine. It puts your product in front of the right people before they even know they need it. The companies winning in 2025 aren’t choosing one over the other. They’re using both, smartly.

Think of it like fishing. Google is your net—you cast it wide to catch the fish already swimming toward you. LinkedIn is your spear. You use it to target the big fish hiding in the deep, the ones that’ll feed your pipeline for months. The magic happens when you combine them. A prospect sees your LinkedIn ad, visits your site, then gets retargeted with a Google ad when they’re ready to buy. That’s how you turn cold leads into warm deals.

Your 30-Day Hybrid Playbook

Ready to test this? Here’s your action plan:

1. Week 1: Audit your current campaigns

   • Look at your Google Ads. Are you bidding on high-intent BOFU keywords? (Think: “best [your product] for [industry]”)
   • Check your LinkedIn Ads. Are you targeting the right job titles and company sizes? (Hint: Decision-makers, not interns.)
   • Identify your top 3 underperforming campaigns. These are your guinea pigs.

2. Week 2: Set up the hybrid test

   • Pick one high-intent Google Ads campaign. Add LinkedIn retargeting to it.
   • Example: Someone clicks your Google ad for “enterprise project management software,” then sees your LinkedIn ad the next day with a case study.
   • Use tools like HubSpot or Salesforce to track the journey. You want to see if LinkedIn lifts conversion rates.

3. Week 3: Optimize and scale

   • After 7 days, check the data. Are LinkedIn-assisted conversions higher? Is your cost per lead lower?
   • If yes, double down. Shift 10-20% of your budget to this hybrid approach.
   • If no, tweak your targeting. Maybe your LinkedIn audience is too broad. Try narrowing it to specific job titles or industries.

4. Week 4: Rinse and repeat

   • Take what worked and apply it to another campaign.
   • Test different ad creatives. Does a LinkedIn carousel work better than a single image? Does a Google ad with a demo CTA outperform one with a whitepaper?
   • Keep iterating. The goal isn’t perfection—it’s progress.

What’s Next for B2B SaaS Ads?

The game is changing. AI is making ads smarter (and creepier). Privacy laws are making tracking harder. And platforms like LinkedIn and Google are constantly updating their algorithms. Here’s what to watch in 2025:

• AI-powered bidding: Google’s Smart Bidding and LinkedIn’s automated campaigns will get even better at predicting who’s ready to buy. But don’t let AI run wild—always keep a human eye on your targeting.
• First-party data is king: With cookies dying, you’ll need to rely more on your own data. Start collecting emails, phone numbers, and LinkedIn profiles now so you can retarget later.
• Short-form video ads: LinkedIn and Google are pushing video hard. If you’re not testing video ads yet, you’re already behind.
• Account-based marketing (ABM) on steroids: LinkedIn’s ABM tools are getting more powerful. Expect to see more hyper-targeted campaigns that focus on specific companies, not just job titles.

The Bottom Line

The question isn’t Google Ads vs. LinkedIn Ads. It’s how can I use both to build a pipeline that actually closes deals? The answer? Start small. Test. Learn. Scale. The companies that do this will dominate in 2025. The ones that don’t? They’ll be left wondering why their ad spend isn’t working.

So, what’s your next move? Pick one thing from this playbook and try it this week. Maybe it’s setting up LinkedIn retargeting for your Google Ads. Maybe it’s auditing your negative keywords. Whatever it is, just start. Your sales team will thank you. And if it works? Come back and tell us about it. We’d love to hear how it went.