Ads
Google Ads vs Meta Ads for B2B: where to spend first
If you can only fund one paid channel this quarter, start where the buyer already has intent.
Google captures existing demand; Meta creates it. B2B services usually start with Google Search. Consumer and visual products often do well on Meta. Many businesses run both.
How to choose
Start with Google Search if
People already search for what you sell (“SOC 2 software”, “IT staff augmentation”). You can write a landing page per intent. You can track a lead through to CRM.
Add Meta if
You have a visual offer, a retargeting pool, or a category that people don't search yet. Meta is rarely the first B2B service channel unless creative and landing pages are ready.
Use LinkedIn when
The ICP is a job title at a company size, and a more expensive click is worth it because one deal pays for the month.
The thing that actually wastes money
It's not the channel. It's sending paid traffic to a homepage with six CTAs and no conversion tracking. We build the landing pages and the tracking before we scale spend.
Find the wasted spend
A free ads audit showing where budget is leaking and what we'd change first.