Meta Ads vs LinkedIn Ads (2026): e-commerce vs B2B, creativity vs targeting

Last updated: September 2026

You are hesitating between Meta Ads and LinkedIn Ads. Meta helps create desire and sell in e-commerce. LinkedIn is opening B2B conversations with the right people. This guide is designed for a hurried and human reader. We compare the quality of the leads, the cost per opportunity in the CRM, the creations that win and we end with a test plan that is easy to execute.

Summary in 7 points

Before going into detail, here is the overall picture to help you decide more quickly:

1. Meta Ads excels at creating demand and selling products with powerful visual formats.
2. LinkedIn Ads Shines in B2B to reach decision makers in the right accounts.
3. On Meta, creativity wins. On LinkedIn, proof and targeting win.
4. Don't just focus on cost per lead. Read the cost per opportunity in the CRM.
5. Combine an intent channel and a proof channel to secure results.
6. Test for six weeks and judge by real performance.
7. Connect the CRM from the start to follow lead, appointment, opportunity and signed.

What really differentiates the two

Before choosing, understand the natural role of each authority and the concrete points of vigilance.

Meta Ads in plain language

Meta is ideal for e-commerce and short buying cycles. The platform brings your messages to a large scale and allows you to quickly test several creative angles. When the offer is clear and the proof is visible, sales follow.

What to look out for: creative fatigue comes quickly. Regularly update your visuals and videos, and measure the real margin taking into account feedback and logistics. A high ROAS is useless if the margin is eroded.

LinkedIn Ads in plain language

LinkedIn is the right choice for B2B, high baskets, and multi-decision makers. You target specific functions and businesses and you win with content that reassures. The formats that work best show an encrypted customer case, explain a method and give an appointment that is easy to book.

What to look out for: integrated forms provide volume, but sometimes have lower intent over long cycles. Test a clear landing page with visible appointment scheduling and compare to the cost per opportunity in the CRM.

Meta Ads vs LinkedIn Ads: Quick Comparison Chart

Creations and pages that make a difference

Before producing dozens of variants, determine the two or three formats that will prove your value without detours.

On Meta

• Short UGC: one person, one benefit, a clear call to action. It's simple and effective to get the idea across in seconds.
• How-to carousel: problem, steps, and result. This format educates without losing the rhythm and prepares the visit on the product sheet.
• Before after credible: same light, same angle, and true use. It's the visual proof that people remember.

On LinkedIn

• Educational carousel: a problem, a method and a numerical case. You show your expertise without jargon and make you want to know more.
• Short video testimonial: a person, a context and a key number. This quickly reassures decision-makers.
• 30-second demo: four plans and one visible result. Add a link to the appointment and you save commercial time.

To properly connect these campaigns to the pipeline, the best thing is to use Revops pros.

Budget and useful guidelines

The right budget is one that buys reliable information to make decisions without telling stories.

• E-commerce: Start with Meta to create the request. Add Google to capture intent. Read the margin after returns. If the margin holds, you can gradually increase.
• B2B: Start LinkedIn to talk to the right decision makers Add Google if queries exist. Read the cost per opportunity in the CRM and the appointment booking.

Orders of magnitude for a six-week pilot

• Average basket of less than 60 euros: between 6 and 10k euros in media.
• Between 60 and 150 euros: between 10 and 20k euros of media.
• Over 150 euros or long cycle. Between 20 and 40k euros in media.

These forks are only valid if the offer is clear and the creations are fresh. If not, start smaller and set a cost guardrail that you don't want to exceed.

Six-week test plan

This plan is on one page and can be launched in a few days. The aim is to decide in Week 6 on opportunities and margin, not on clicks.

Week 0: offer ready. Three creations per channel, own tracking, a connected CRM and a shared decision board.

Weeks 1 and 2

• Meta Ads: two campaigns, prospecting and retargeting, as well as three offer angles.
• LinkedIn : three creative angles: Pain, proof, and method.
• First sorting : we cut what doesn't work and we keep the pairs of offers and creations that advance.

Weeks 3 and 4: We double the winners, we launch two new creations inspired by the best hooks and we check the quality of the leads with the sales team.

Weeks 5 and 6: We read the margin on the e-commerce side and the cost per opportunity on the B2B side. You decide to continue, adjust, or stop. We write the plan for the following month.

Two concrete cases

These examples summarize common situations and how to resolve them without unnecessary debate.

E-commerce brand: Meta is launching short UGCs and a clear pack. Google gets the intent back. The average basket goes up with a bundle. Decision: Meta for discovery and Google for intent. Final reading at the margin.

B2B SaaS: LinkedIn highlights an encrypted carousel case and a short demo. Google captures unbranded searches. Decision: keep both. Final reading of the cost per opportunity and the appointment rate in HubSpot.

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