For Australian SMEs focused on business-to-business sales, the question of where to invest lead generation efforts – LinkedIn or Google – is a common one. The simple answer? It depends, but increasingly, we’re seeing LinkedIn deliver a higher return on investment, particularly for complex sales cycles. While Google remains vital, LinkedIn’s strengths align uniquely with B2B needs.

Historically, Google Ads and SEO were the default. They’re excellent for capturing ‘bottom of funnel’ demand – people actively searching for a solution *right now*. However, B2B sales often involve educating prospects and building relationships over time. This is where LinkedIn excels. It allows us to target specific decision-makers within companies, nurture leads through content, and establish credibility before a prospect even begins actively searching.

Here’s what we’re observing:

• Targeting Precision: LinkedIn’s professional data allows incredibly granular targeting. We can reach people by job title, industry, company size, skills, and even groups they belong to. Google relies more on keywords, which can be broader and attract less qualified traffic.
• Account-Based Marketing (ABM) Potential: LinkedIn is built for ABM. We can identify key accounts, target multiple stakeholders within those accounts, and deliver tailored messaging. This is difficult to replicate effectively on Google.
• Higher Lead Quality: Leads generated through LinkedIn tend to be more qualified. People are on the platform for professional reasons, making them more receptive to B2B messaging. Google leads can include a lot of ‘tyre kickers’.
• Content Amplification: LinkedIn is a powerful platform for distributing thought leadership content. Sharing valuable insights builds trust and positions your business as an authority, attracting inbound leads organically.

That’s not to say Google is obsolete. A strong SEO strategy is still crucial for long-term visibility. Google Ads can be effective for specific, high-intent keywords. However, for many B2B businesses, particularly those selling higher-value products or services, LinkedIn is becoming the primary driver of qualified leads. We anticipate this trend will continue, with LinkedIn’s advertising platform becoming even more sophisticated in 2026 and beyond.

The best approach is often integrated. But if you’re prioritising, we recommend starting with a focused LinkedIn strategy. A clear understanding of your ideal customer profile and a consistent content strategy are key. If you’re unsure where to begin, a lead generation audit can help pinpoint the best opportunities for your business.