Three channels, three jobs

The “which channel is best for B2B?” question is the wrong one — they do different jobs, and most effective B2B programmes use all three in proportion to their economics. The real question is where your next pound works hardest, given where you are.

Google — capture existing intent

Google Search reaches people actively looking for a solution. For B2B, that’s your highest-intent, most efficient demand — but it’s capped by how many people are searching for what you offer. Start here if there’s real search volume for your category: you’re harvesting demand that already exists, at the best efficiency you’ll find. The limit is that intent-capture can’t create demand where none exists yet.

LinkedIn — reach the right accounts and roles

LinkedIn’s advantage is precision: you can target by company, industry, seniority and role, reaching the exact buying committee for a considered B2B purchase. Cost per click is high, but for enterprise deals where one qualified opportunity is worth a lot, the economics can work well. LinkedIn is where you create demand in named accounts and build the awareness that makes your Google and outbound convert. The discipline is patience — it’s a pipeline channel, not a last-click bargain.

Meta — scale and lower-cost reach

Meta is often dismissed for B2B, wrongly. Its reach and low cost make it powerful for top-of-funnel awareness, content distribution and retargeting — reaching your buyers as people, not just job titles. For lower-ACV B2B and product-led motions it can be a genuine acquisition channel; for higher-ACV it’s a cost-effective demand and nurture layer. Judge it on assisted pipeline, not last-click.

How to decide where the next pound goes

• If there’s untapped search intent: Google first — it’s the most efficient demand available.
• If you’re strong on Google but pipeline is capped: LinkedIn, to create demand in target accounts.
• If awareness and content reach are the gap, or budgets are tight: Meta, for efficient top-of-funnel and retargeting.

Then measure across channels on assisted pipeline and payback, not siloed last-click ROAS (see the paid acquisition pillar).

Not sure how to split your B2B paid budget? A Growth Diagnostic models it against your economics. Request a Growth Diagnostic →