When it comes to generating high-quality B2B leads, choosing the right ad platform can mean the difference between a growing pipeline and a bottomless pit of wasted budget.

You already know the old playbook: referrals, cold calls, maybe some trade shows and an email newsletter. But B2B marketing in 2025 demands more than that. If you’re not meeting your ideal clients online, someone else will.

The problem? Facebook, LinkedIn, and Google all say they’re great for B2B. But depending on your industry, offer, sales cycle, and buyer behavior, each one comes with its own strengths — and blind spots.

At Brandsbyday, we’ve run successful campaigns across all three. This guide breaks down which platform is best for your goals, with real examples, cost comparisons, targeting strategies, and lead quality insights.

The TL;DR: Quick Breakdown

PlatformBest ForCostBuyer IntentTargeting StrengthFunnel StageGoogle AdsHigh-intent, search-driven leads$$$HotKeyword-basedBottom of funnelLinkedIn AdsC-suite, HR, B2B SaaS, recruiting$$$$WarmJob title, company, industryMid to bottomFacebook/Meta AdsLow-cost, TOFU awareness, retargeting$ColdInterest + lookalikeTop to mid

Let’s break it down.

1. Google Ads: The Search-Intent Powerhouse

✅ Best For:

• B2B services with clear search demand
• High-ticket solutions (e.g., accounting, legal, consulting)
• Local or niche B2B (e.g., commercial roofing, software for schools)
• Long-form landing pages with strong CTAs

💡 How It Works:

Google Ads (Search Network) shows your ads when someone actively searches for your product or service. These are buyers with a problem now.

Examples of high-converting search terms:

• “B2B marketing agency NYC”
• “commercial cleaning services for offices”
• “HIPAA-compliant payroll software”

🎯 Targeting Strategy:

• Match keywords to buyer pain points
• Use negative keywords to block irrelevant clicks
• Use call extensions and lead forms for fast contact

💰 Cost and ROI:

• CPC can range from $3 to $30+ depending on industry
• High intent = higher close rate
• But competition is fierce, especially in SaaS, IT, and finance

🚩 Watch Out For:

• Burnout from irrelevant clicks (if targeting is too broad)
• Budget creep if keywords aren’t refined weekly
• Limited ability to retarget cold audiences

Brandsbyday Insight:

For B2B clients offering niche or high-ticket services, Google Ads often brings in the fastest “ready-to-talk” leads — especially when paired with a high-converting landing page and lead tracking.

2. LinkedIn Ads: The B2B Demographic Goldmine

✅ Best For:

• Services targeting specific job titles or industries
• B2B SaaS, HR tech, recruiting firms, enterprise consulting
• Webinars, whitepapers, and gated offers

💡 How It Works:

LinkedIn lets you run Sponsored Content, Message Ads, and Lead Gen Forms directly in the feed of professionals who match your ideal client persona.

Examples of top-performing audience filters:

• Job title: “IT Director,” “VP of Finance,” “Procurement Manager”
• Company size: 11–50, 51–200, 500+
• Industry: “Healthcare,” “Legal Services,” “Education”
• Skills or interests: “CRM,” “Cloud Security,” “Accounting Software”

🎯 Targeting Strategy:

• Segment campaigns by buyer role (e.g., end-user vs decision-maker)
• Use Lead Gen Forms for mid-funnel offers (e.g., “Download Guide”)
• Retarget ad engagers with deeper CTAs (e.g., “Book Demo”)

💰 Cost and ROI:

• Highest CPCs of any platform: $6–$18+
• But extremely high lead quality when done right
• Longer sales cycles, so track opportunities, not just leads

🚩 Watch Out For:

• Low click-through rates if the creative is too generic
• Poor fit for small-ticket services or impulse offers
• High spend with little return if audience isn't tightly defined

Brandsbyday Insight:

LinkedIn is where B2B decision-makers go to learn, not to shop. Use it to build credibility, drive qualified interest, and follow up via email or sales calls — not for instant conversions.

3. Facebook (Meta) Ads: The Awareness and Retargeting Workhorse

✅ Best For:

• B2B offers with broad audience appeal (e.g., business loans, HR software, marketing tools)
• Funnel-building via free guides, webinars, and video content
• Retargeting traffic from Google or LinkedIn

💡 How It Works:

Meta Ads (which includes Facebook and Instagram) use behavioral data and interests to show ads to people likely to be business owners, managers, or employees.

Examples of Facebook ad campaigns:

• Lead magnets: “Download Our 2025 B2B Marketing Playbook”
• Webinar promos: “Free Training for Sales Managers”
• Case studies: “See How [Client] Cut Costs by 40% With Our App”

🎯 Targeting Strategy:

• Use Lookalike Audiences based on CRM data or website traffic
• Target job roles/interests (limited but useful)
• Layer in retargeting from landing page views or video watch time

💰 Cost and ROI:

• Lower CPCs: $0.50 to $3.00
• Higher volume of leads, but often lower quality
• Excellent for building warm audiences and then converting via email or phone

🚩 Watch Out For:

• Low intent — users aren’t actively searching
• Drop-off in lead quality without qualification steps
• Random ad comments (manage your social proof carefully)

Brandsbyday Insight:

Facebook is ideal for low-cost lead gen and retargeting, especially when paired with email follow-up, nurture sequences, or LinkedIn outreach. We often run Facebook campaigns before LinkedIn to warm the audience up.

How to Choose the Right Platform for Your B2B Business

Ask Yourself These 5 Questions:

1. Is your offer something people are already searching for?
   • ✅ Yes → Start with Google Ads
   • ❌ No → Consider LinkedIn or Facebook
2. Do you sell to specific job titles or industries?
   • ✅ Yes → LinkedIn gives unmatched targeting
3. Is your sales cycle long and consultative?
   • ✅ Yes → Use Facebook or LinkedIn to build awareness and nurture trust
4. Do you need leads fast to fill your pipeline?
   • ✅ Yes → Google Ads for high-intent traffic
   • ❌ No → Start with Meta and warm them up
5. Are you limited by a tight ad budget?
   • ✅ Yes → Start with Meta Ads + email nurturing
   • ❌ No → Test all three with $1,000–$2,000 each and compare ROI

What the Best B2B Ad Strategies Do Differently

Rather than choosing just one platform, the most effective B2B lead gen strategies create a multi-channel ecosystem:

• Use Facebook to generate volume and build awareness
• Use LinkedIn to engage and qualify decision-makers
• Use Google to capture high-intent demand

Then, layer in:

• Retargeting sequences across all three
• Email nurture and lead scoring
• Sales outreach and CRM integration

Real-World Example: B2B SaaS Company (3-Month Funnel)

Month 1:

• Facebook Ad: Free playbook download
• LinkedIn Ad: Thought leadership post + lead gen form
• Google Ads: Branded keywords + competitor terms

Month 2:

• Retarget video viewers and landing page visitors
• Email campaign: “What to Expect From a Demo”
• LinkedIn outreach to engaged leads

Month 3:

• Sales team calls and demos
• Conversion-focused Google Ads
• Case studies promoted via Facebook/LinkedIn

Results:

• $6,200 ad spend
• 124 qualified leads
• 22 booked demos
• 5 closed deals ($42,000 ARR)

Final Thoughts: It’s Not the Platform, It’s the Strategy

Every B2B marketer wants to know: “What’s the best ad platform for leads?”
But that’s like asking, “What’s the best gym equipment?”

It depends on the goal, the starting point, and the user.

Our take?

• Use Google when people are actively looking
• Use LinkedIn when precision matters
• Use Facebook when scale and cost-efficiency are key

The most successful campaigns we run at Brandsbyday use a layered approach, matching content and targeting to each platform’s strength.

Ready to Build a B2B Lead Gen System That Actually Works?

We specialize in crafting full-funnel strategies that use the right platform at the right time — and we build everything from the landing pages to the lead nurturing emails.
Let’s take a look at what you’re doing and show you what could work better.