Meta vs Google Ads for B2B: Which One Wins?
You’ve got a few thousand a month to spend, no marketing team, and leadership breathing down your neck to “just get leads already.” Do you throw it all on Google? Or play around with Meta boosted posts? Try to split it without really knowing what’s working?
This is one of the biggest questions B2B companies bring to our team. And the truth is, there’s no one-size-fits-all answer. Budgets can be tight, expectations high, and you can’t afford to waste money guessing what will bring in the leads now.
So here’s how we break it down - what Google does best, where Meta shines, why LinkedIn is in its own category, and we will then dive into the most effective B2B strategies that can mix the right combo of all three platforms.
The Case for Google Ads
Google is still heavyweight when it comes to B2B lead generation. Why? Because it captures intent where people are searching.
When someone types “Auto Uniform Provider Near Me” or "Industrial Cleaning Chicago,” they’re not casually scrolling the web. They’re looking for a partner, and they’re usually ready to fill out a form, pick up the phone, or at least click deeper into the search. That is what makes Google such a gold mine for B2B lead generation. Here are some facts:
- Higher ROI: On average, Google Ads delivers an 8:1 ROI
- Clicks cost more: Expect $2–$5+ CPCs in most B2B verticals. But those clicks tend to convert at a higher rate, because you’re catching people in the “I’m looking now” moment.
- Campaign types that matter: Search, PMAX, and retargeting are where Google really shines.
The catch: Google won’t help you if your audience doesn’t know you exist yet. If no one’s searching for your brand or solution by name, Search alone won’t carry your funnel. It has great awareness features, but Meta Ads is where Awareness advertising really shines.
The Case for Meta Ads
Meta (Facebook + Instagram) is where B2B brands can build awareness, show off expertise, and reach decision-makers who aren’t actively Googling solutions but still need what you offer.
Think of Meta as your stage to say: “Hey, here’s who we are, here’s what we do, and here’s why you should care.” Plus, it is an excellent platform to get offers out to the public. Many of the most successful campaigns that we have run at RED66 Marketing incorporate Meta Ads for offers and promotions that really guide the audience to converting. Here are some facts on Meta:
- Cheaper clicks, wider reach: CPCs on Meta are usually $0.50–$1.50, significantly less than Google (Mavlers, 2025).
- ROI that’s still solid but just different: Average ROI sits around 2.5:1 (Lion Digital Marketing, 2025). Not as high as Google, but Meta excels at awareness and nurturing—not just direct conversions.
- Influence matters: 75% of B2B buyers use social media when making purchasing decisions
Meta is great for visibility and retargeting, but in B2B it’s not always the budget’s main dish. Sometimes it is best to use just for the upper funnel, leaving more of the lower funnel to Google Search campaigns.
The Case for LinkedIn Ads
Now, let’s talk about LinkedIn. On paper, it should be the perfect B2B ads platform. You can target by job title, industry, company size - the dream, right? But here’s the truth: while LinkedIn can deliver, it’s rarely the most efficient channel.
- The price tag hurts: CPCs are steep - usually $5–$9 per click depending on the industry. That means you burn through budget fast.
- Lead flow is inconsistent: Some campaigns generate a handful of strong leads. Others… crickets. It’s not the steady performer many expect.
- Incredible targeting: LinkedIn has the best targeting out of all platforms. This can be great for awareness efforts and getting in front of a very specific audience.
LinkedIn is a great platform for running awareness and consideration level campaigns. Many on LinkedIn aren’t actively searching for a product or service, similar to Meta. Therefore, for broad, reliable lead generation we’ve found LinkedIn underwhelms. It’s not usually where we recommend clients put their first marketing dollars. Instead, we see it as a supplement - a place to support brand presence or very targeted campaigns, not the backbone of your funnel.
The Full-Funnel Play
No single platform can carry all the weight. If you want the best ROI, you need a funnel that matches how B2B buyers actually make decisions. That means layering channels together.
Businesses running multi-channel campaigns with Google, Meta, and sometimes LinkedIn usually see much higher ROI than those choosing just one.
It’s reach, timing, and repetition. Buyers discover you on Meta, confirm their need on Google, and build trust when they see you again on LinkedIn. That mix turns passing interest into a steady pipeline.
Conclusion
Meta or Google? For B2B, the answer is usually yes.
The real win isn’t choosing one platform. It’s building a funnel that blends all three, so you’re showing up where it counts - when buyers are scrolling, searching, or sipping coffee before their next meeting.
Ready to figure out what mix works best for you? Contact RED66 Marketing and let’s build a funnel that gets your sales team excited.
