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Pros • Better Targeting, If you are taking an ABM approach LinkedIn is a good platform to target marquee prospects • Good for brand awareness/promoting gated content and driving traffic to your website and getting leads Cons • Costly as compared to Google, it increases as the targeting gets more narrow • Google is a pull-based platform people are searching for you whereas on Ln people are not searching it hence it is difficult there to get leads If for lead generation, when running the LinkedIn ads do have a look at CAC/LTV metrics once you have paid leads so that you can take a call whether as a platform it makes sense or not. Mostly the SQL and MQL numbers would be high when compared to google. Also if you have a list of more than 1000 and your Google ads account is eligible for Customer Match List campaigns, I would suggest you can run performance max on the list and get better results than LinkedIn.

Thanks for the awesome insights @Pranjal Rajawat have you come across LinkedIn Ads being more effective than Google when targeting Senior Devs/CTOs...?

It would be difficult to comment on the comparison as CTOs, Senior Devs in enterprise companies don’t generally look out for solutions on Google. Without consideration of the title, Google fares better than Ln anyday

Depends on your use case Based on my 10th yrs experience LinkedIn 1) Amazing targeting options 2) Bit expensive 3) Good for outreach / Zero cost marketing tactics Google ads 1) So many ad types 2) High intent 3) Huge demand 4) Not affected by privacy policies etc yet (unlike social)