LinkedIn Ads vs Google Ads (2026): lead quality and cost per opportunity

Last updated: September 2026

You sell in B2B and you are hesitating between LinkedIn Ads and Google Ads. On Google, we find you because we are already looking for your service. On LinkedIn, you go to decision-makers with proof that makes you want to discuss. This guide doesn't stop at the cost per lead. We are talking about lead quality, cost per opportunity in CRM, creations that inspire trust and a 6-week plan to decide without endless debate.

Summary in 7 points

1. Google captures intent : LinkedIn is building demand and opening doors for decision-makers.
2. Don't stop at the cost per lead : track the cost per opportunity and the rate of attendance at the appointment.
3. Creation decides success on LinkedIn : the page and the offer are decisive on Google.
4. Start with an intent channel and a proof channel : the two complement each other.
5. Connect the CRM from the start to follow lead, appointment, opportunity and signed.
6. Test six weeks : cut what is not progressing, and double what opens up opportunities at the right cost.
7. Decide on open opportunities, not on the volume of forms.

What really differentiates the two

Google Ads in plain language

• Your prospects are already looking for a service provider.
• Your ads respond to key words. The page should confirm the promise and suggest a simple next step: appointment, test, quote.
• Ideal when there are explicit queries such as “LinkedIn B2B agency” or “CRM for SMEs”.

What to look out for: competition can drive up the cost. Work on the clarity of the offer and the speed of the page, separate brand and non-brand campaigns to properly read your results.

LinkedIn Ads in plain language

• You're targeting the right functions in the right accounts even if those people aren't looking yet.
• You win by showing the proof: numerical case, short demo, simple comparison.
• Ideal for sales with multiple decision makers and high baskets.

What to look out for: integrated forms provide volume, but leads are sometimes less ready to talk. Also, test a clear landing page with appointment scheduling and visible calendar. Renew creations every two weeks.

Linkedin ads vs Google ads: quick comparison chart

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How do you judge the quality of leads?

• Rate of appointments booked after the lead.
• Rate of passage from appointment to opportunity.
• Pick-up time by the sales team.

Simple rule: Win the channel that brings the lowest cost per opportunity at comparable quality to the telephone.

Creations and pages that make a difference

LinkedIn creations that convert

• Educational carousel : problem, method, result, call to action.
• Encrypted testimony : one person, one number, one legible benefit.
• Short demo : a maximum of four shots and a result visible in thirty seconds.

Google pages that reassure

• A clear promise at the top of the page.
• Three visual and numerical proofs.
• A calendar or a short form.
• An FAQ that removes the brakes.

Do you want to connect all of this to the pipeline without getting lost in exports? Discover our approach RevOps.

Budget and useful guidelines

The right budget is the one who buys enoughinformation to decide.

• Short cycle and low basket: Start with non-brand Google for quick signals, then add LinkedIn as soon as a solid customer case is ready.
• Long cycle and high basket: Start both. Google to capture intent and LinkedIn to search for key accounts with proof.

Orders of magnitude for a six-week pilot:

• Average annual basket of less than 10k euros. 4 to 8k euros of media.
• Between 10 and 50k euros. 8 to 20k euros of media.
• Over 50k euros. 15 to 40k euros in media.

Six week test plan

Week 0: validate the offer, prepare three LinkedIn creations and a clear Google page. Plug in the CRM and test the conversions.

Weeks 1 and 2:

• Google: 15 to 20 non-brand keywords and a clean page.
• LinkedIn: three creative angles: pain, proof, method.
• Cut weak combinations and keep a simple logbook.

Weeks 3 and 4: Double the best couples offering and creating. Renew two creations.

Weeks 5 and 6: Count the opportunities that are open in the CRM, their quality on the phone, and the cost of obtaining them. Decide to continue, adjust, or stop.

Two examples that speak for themselves

SaaS at twenty thousand euros per year: Google opens up the first opportunities through clear queries. LinkedIn takes over with an evidence carousel and a customer case. Decision: Google as a base and LinkedIn on named accounts.

Service agency: LinkedIn is launching a short video testimonial with a simple number. Google captures “agency + specialty” searches. Decision: keep both. Google for intent and LinkedIn for proof and access to decision makers.

Do you want a pilot for six weeks to make a decision without risk? We launch the two channels, we plug in the CRM, we read the real opportunities and we decide. Talk about it with us !

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