The biggest mistake in B2B marketing is treating LinkedIn like Google. Google Search is for 'Demand Capture'—people actively searching for 'Payroll Software'. The intent is high, but the volume is capped by search volume. LinkedIn Ads are for 'Demand Creation'. Most of your future customers aren't searching yet; they don't even know your solution exists. LinkedIn allows you to target them by job title and *create* the need. Successful B2B strategies use Google to harvest existing demand and LinkedIn to feed the funnel with new demand.
Google Ads. It's 'Lowest Hanging Fruit'. Capture the high-intent hand-raisers first. Once you max out search volume (which happens fast in B2B), move to LinkedIn to scale.
Yes. This is the 'Golden Strategy'. Drive cheap clicks from Google (or SEO) to your site, then retarget those visitors on LinkedIn knowing they are already problem-aware. This lowers your effective CPA on LinkedIn significantly.
