LinkedIn Ads and Google Ads don’t need to be siloed. When used together, they form a full-funnel B2B strategy that blends intent, brand awareness, and conversion capture.
Here’s a simple and effective approach for combining them:
LinkedIn Ads for Prospecting
Use LinkedIn for upper and mid-funnel targeting:
- Target by job title, seniority, industry, and company size
- Include job function and interests when buyer personas are well-defined
- Launch campaigns that promote gated resources like ebooks, checklists, webinar replays, or research reports
The goal isn’t to close the deal in one click. It’s to educate, build trust, and capture contact information without friction. LinkedIn Lead Gen Forms can be effective here—providing immediate value from the form fill while simplifying the user experience.
Google Ads for Bottom-Funnel and Remarketing
Use Google Ads to:
- Remarket to users who visited key landing pages or submitted forms
- Capture bottom-funnel traffic from high-intent searches (e.g., long-tail queries with commercial intent)
- Use RLSA (Remarketing Lists for Search Ads) to serve tailored copy to prospects who already engaged with LinkedIn campaigns
When audience size allows, upload LinkedIn leads into Google as Customer Match segments to continue the conversation across channels.
This combination ensures high-value accounts see your brand multiple times during the buying journey—from initial interest to active search.
What This Means for B2B Advertisers
LinkedIn is one of the best platforms to reach high-value buyers. But performance comes from alignment:
- Creative that resonates with actual pain points
- Messaging that communicates clear value
- Targeting strategies that prioritize intent over impressions
- Internal collaboration that keeps sales and marketing rowing in the same direction
- Channel strategy that meets prospects wherever they are in the funnel
When ads are designed with audience psychology, campaign structure, and funnel progression in mind—and supported by aligned teams—the results compound.
Ready to Improve Your LinkedIn and Google Ad Performance?
Whether you’re starting from scratch or need to optimize underperforming campaigns, building LinkedIn and Google Ads that actually convert takes more than budget.
It takes:
- Messaging that connects
- Creative that clicks
- Strategy that scales across channels
Stratus Analytics helps B2B teams plan, launch, and optimize full-funnel campaigns that drive qualified leads, not just impressions.
Let’s talk strategy. Get in touch to see how your next campaign can perform like your best one yet.
Hi There! I’m Scott, and I am the principal consultant behind Stratus Analytics. I’ve have been providing freelance digital marketing services for over 20 years. DISCLAIMER: Due to my work in the packaging industry, I unforunately cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.