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 roles, industries, and company sizes, delivering content directly to decision-makers who may not even be actively searching yet.

Here are a few key insights we’ve observed:

• Intent Data is Powerful: LinkedIn’s platform data provides incredibly precise targeting. We can reach people based on their job title, skills, group memberships, and even content they’ve engaged with. This ‘intent data’ is far richer than keyword-based targeting in Google.
• Content Marketing Amplification: LinkedIn is a content marketing powerhouse. Sharing valuable insights, thought leadership, and case studies directly with your ideal customer profile builds trust and positions you as an authority. Google rewards content too, but LinkedIn’s social distribution is often faster and more targeted.
• Account-Based Marketing (ABM) Success: LinkedIn is almost purpose-built for ABM. We can identify key accounts, target individuals within those accounts, and deliver personalised messaging. This is difficult to replicate effectively on Google.
• Lead Quality: While Google can generate high volumes of leads, LinkedIn tends to deliver higher quality leads – people genuinely interested in solutions relevant to their role and business. This translates to a better conversion rate for sales teams.

That’s not to say Google is obsolete. A strong SEO strategy and targeted Google Ads campaigns are still crucial, especially for capturing immediate demand. However, for proactive B2B lead generation, LinkedIn is often the more effective platform. We anticipate this trend will continue, with LinkedIn investing further in features designed to support B2B marketers.

If you’re currently relying solely on Google for B2B leads, we recommend conducting a pilot program on LinkedIn. Start with a targeted content campaign and carefully track your results. You might be surprised by the quality and volume of leads you generate.