Quick Comparison: Google Ads vs Facebook Ads vs LinkedIn Ads
| Factor | Google Ads | Facebook/Meta Ads | LinkedIn Ads |
|---|---|---|---|
| User intent | High (actively searching) | Low-Medium (passive browsing) | Medium (professional context) |
| Avg. CPC India | ₹10–₹300 | ₹3–₹60 | ₹80–₹400 |
| Best for | Direct response, lead gen | Brand awareness, B2C sales | B2B lead generation |
| Minimum effective spend | ₹15,000/mo | ₹10,000/mo | ₹30,000/mo |
Google Ads: For High-Intent Buyers
Google holds 93% search market share in India. When someone types “digital marketing agency Bangalore” into Google, they’re showing strong buying intent. Google Ads lets you appear at the top of those results — above organic listings — for exactly those searches. You pay per click, and cost depends on keyword competition. Ad types include Search Ads (highest conversion rate), Display Ads, Shopping Ads for e-commerce, YouTube Ads, and Performance Max.
Facebook and Instagram (Meta) Ads: For Building Demand
Meta Ads covers both Facebook (350M Indian users) and Instagram (350M Indian users) from a single platform. Unlike Google where users are searching, Meta users are scrolling — so you need compelling creative to stop the scroll. Meta’s strength is targeting: age, location, interests, behaviours, life events, and lookalike audiences from existing customers.
When to choose Meta Ads: B2C products and services, audiences defined by demographics or life events, strong visual creative available, brand awareness alongside direct response, and when budget is limited (lower entry cost than LinkedIn in most verticals).
LinkedIn Ads: For B2B India
LinkedIn’s 120 million Indian professionals make it the most powerful B2B ad platform in the country. LinkedIn targeting is unique: reach people by job title, industry, company size, seniority level, and specific companies. Lead Gen Forms are the highest-converting format for B2B India, converting at 13% on average.
LinkedIn is more expensive: minimum daily budget ₹800/day, average CPC ₹80–₹400, average CPL ₹500–₹3,000. Despite higher costs, lead quality is significantly better for B2B — a qualified lead from a “Head of Marketing at a 500-person company” justifies the higher cost per lead.
The Right Platform Mix by Business Type
| Business Type | Primary Platform | Secondary |
|---|---|---|
| Restaurant / Café | Google Ads (Maps) + Meta | Instagram Organic |
| E-commerce | Google Shopping + Meta | YouTube |
| SaaS / Software (B2B) | LinkedIn + Google | Meta retargeting |
| Real Estate | Google + Meta | YouTube |
| Healthcare / Clinic | Google (local) | Meta |
| Manufacturing / Industrial B2B |
The Bottom Line
- Google Ads if your customers are actively searching and you need immediate leads
- Meta Ads if you are B2C with strong visual creative and demographic targeting needs
- LinkedIn Ads if you are B2B and your target buyer has a specific professional profile
Most businesses should test Google Ads first. Add Meta for retargeting. Add LinkedIn only when B2B leads are the specific objective.
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Google Ads Management →Social Media Marketing →Written by
Founder & CEO, Digikartz
Shridhar G is the Founder & CEO of Digikartz, a Bangalore digital marketing agency specialising in SEO, Google Ads, and performance marketing for Indian SMBs. Read full bio.