Ad Platform Comparison Matrix
Compare Google Ads, LinkedIn Ads, Meta Ads, Twitter/X, Reddit, and TikTok. Find the best platform for your B2B audience based on cost, targeting capabilities, and expected performance.
Platform Comparison at a Glance
| Platform | Avg CPC | Avg CPL | Best For | Targeting | Difficulty |
|---|---|---|---|---|---|
| Google Search | $2-$5 | $40-$150 | High-intent buyers | ★★★☆☆ | Medium |
| LinkedIn Ads | $5-$12 | $75-$250 | B2B decision-makers | ★★★★★ | Hard |
| Meta (FB/IG) | $0.50-$3 | $15-$60 | B2C, SMB audiences | ★★★★☆ | Medium |
| Twitter/X | $0.50-$4 | $30-$100 | Tech, crypto, finance | ★★★☆☆ | Easy |
| Reddit Ads | $0.30-$2 | $20-$80 | Niche communities | ★★★☆☆ | Hard |
| TikTok Ads | $0.50-$3 | $25-$100 | Gen Z, B2C brands | ★★★☆☆ | Medium |
*Costs are B2B SaaS benchmarks and vary widely by industry, competition, and targeting.
Google Ads (Search & Display)
Best for high-intent buyers actively searching for solutions
✅ Pros
- Highest intent: People are searching for a solution NOW
- Massive reach: 8.5B searches per day
- Keyword targeting: Match exact search terms
- Fast results: Can see clicks within hours
❌ Cons
- • Expensive in competitive verticals ($10+ CPC)
- • Click fraud and low-quality traffic
- • Display network = lower intent
- • Limited demographic/firmographic targeting
Best Use Cases:
• Bottom-of-funnel lead gen | • Competitive conquest campaigns | • Product with clear search demand | • High-LTV products ($5K+ ACV)
LinkedIn Ads
Best for B2B targeting by job title, company, industry
✅ Pros
- Unmatched B2B targeting: Job title, seniority, company size
- Professional context: Users in "work mode"
- Lead gen forms: Pre-filled with profile data
- ABM campaigns: Target specific companies
❌ Cons
- • Most expensive platform ($75-$250 CPL)
- • Smaller audience size vs Meta/Google
- • Lead quality can be hit-or-miss
- • Requires large budgets to test ($3K+ minimum)
Best Use Cases:
• Enterprise B2B SaaS | • HR/recruiting tools | • Financial services | • ABM campaigns targeting Fortune 500
Meta Ads (Facebook & Instagram)
Best for B2C, SMB audiences, and retargeting
✅ Pros
- Lowest cost per click and CPL
- Best retargeting capabilities (Pixel tracking)
- Huge audience: 3B+ monthly active users
- Advanced lookalike audiences
❌ Cons
- • Lower B2B intent (personal browsing mode)
- • iOS 14.5 privacy changes hurt targeting
- • Ad fatigue: Need constant creative refresh
- • Complex platform with steep learning curve
Best Use Cases:
• E-commerce | • Mobile apps | • SMB SaaS | • Event registrations | • Top-of-funnel awareness
Which Platform Should You Choose?
If you sell B2B enterprise software ($50K+ ACV):
Start with LinkedIn Ads → Add Google Search for branded/competitor terms
If you sell B2B SMB software ($500-$10K ACV):
Start with Google Search → Test Meta retargeting → Add LinkedIn if profitable
If you sell B2C products or services:
Start with Meta Ads (FB/IG) → Add Google Search if high-intent keywords exist → Test TikTok if targeting Gen Z
If you have a limited budget (<$3K/month):
Avoid LinkedIn. Focus on Google Search (exact match keywords) or Meta retargeting
If you're in a niche B2B vertical (dev tools, data, etc.):
Test Reddit Ads or Twitter/X first → Lower CPLs and more engaged audiences
Need Help Choosing the Right Ad Platform?
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