Google Ads vs LinkedIn Ads for B2B: choose by intent, deal size and audience
Decide which platform fits the buying situation before you spend on either.Updated 20 September 2026
Read the guideInsights · topic guide
Paid media and lead quality guides
Guides for teams spending on Google Ads, LinkedIn Ads or the new ChatGPT inventory, focused on one question: is the spend producing enquiries the sales team actually wants?
Start here
Start with the channel decision, then the lead-quality question.
Most paid media problems in B2B are not bidding problems. They are a channel chosen for the wrong buying stage, a budget judged on cost per lead rather than cost per qualified opportunity, or a landing page and follow-up that lose the lead after the click.
The guides here are arranged in that order: pick the channel by intent and deal size, measure what reaches the pipeline, then diagnose the gaps. The ChatGPT advertising guides cover what is confirmed and what is still speculation, so a test budget can be sized sensibly.
- Google Ads vs LinkedIn Ads for B2B: choose by intent, deal size and audienceWhich channel fits a given buying stage, deal size and audience.
- Why cost per lead misleads B2B teamsWhy cost per lead rewards the wrong campaigns, and what to measure instead.
- Google Ads leads are not converting: what to check firstThe checks to run first when leads arrive but do not turn into opportunities.
Choosing and comparing channels
Google, LinkedIn or ChatGPT: where a B2B budget belongs.
Channel comparisons and the cost trends that change the answer each year.
ChatGPT ads vs Google Ads for B2B: where a test budget belongs
How ChatGPT ads and Google Ads differ for B2B on intent, reach, targeting and measurement, with a comparison table, decision flow and budget self-check.Published 12 November 2026
Read the guideGoogle Ads cost per click in 2026: why costs keep rising, and where B2B accounts waste spend
Why Google Ads costs per click keep rising in 2026, what AI Max, PMax and broad match change, and a waste audit and calculator for B2B accounts.Published 10 November 2026
Read the guideLead quality
Fewer leads, more opportunities.
Measuring to the pipeline rather than the form, and fixing campaigns that produce volume without value.
Why cost per lead misleads B2B teams
Measure cost per qualified opportunity and connect marketing data to CRM outcomes.Updated 20 September 2026
Read the guideGoogle Ads leads are not converting: what to check first
A diagnostic sequence for separating measurement errors, poor-fit demand and sales follow-up problems.Updated 13 September 2026
Read the guideLinkedIn
Paid and organic reach on LinkedIn for B2B.
What small budgets can test, and what is happening to organic reach for company pages.
LinkedIn Ads for B2B on a small budget: what the minimums allow, and how to run a test that decides
LinkedIn's documented minimums and bidding options, the formats that suit a modest B2B budget, a 60–90 day test plan and a planner to check it can decide.Published 7 November 2026
Read the guideThe LinkedIn algorithm in 2026: what is happening to organic reach, and what B2B companies should do about it
How the LinkedIn algorithm works in 2026, why company pages struggle, and how B2B teams combine expert posts with a small paid budget.Published 10 November 2026
Read the guideAdvertising in ChatGPT
A new channel, with limited public detail.
Who can buy, how the format works so far, and a readiness checklist before spending.
Advertising on ChatGPT: who can buy, how it works and what is still not confirmed
The dated state of advertising on ChatGPT: who can buy, where ads appear, formats, targeting, bidding and measurement, what is not confirmed, and steps for B2B.Published 12 November 2026
Read the guideShould your business advertise in ChatGPT? An OpenAI Ads readiness checklist
Confirm the audience, offer, landing page and measurement before a new ad surface gets a budget.Updated 20 September 2026
Read the guideRelated service
When you want the account run with the pipeline in view.
If you would rather have campaigns planned and managed against qualified enquiries rather than lead counts, the Google Ads management service page sets out how that engagement is scoped and reported.
Your next step
Want a second opinion on the account?
Tell us which channels you run and what a good lead looks like for you. We will point you to the guides that apply and say whether a review would be useful.