Google Ads vs LinkedIn Ads: Which One Is Right for Your Business?
- Alex de Bruin
- Jun 25
- 3 min read

Digital advertising can feel like a maze, especially when you’re trying to grow your business online without wasting time or money. For many small to medium businesses in South Africa, two major platforms often come up: Google Ads and LinkedIn Ads.
At Cape Town Business Solutions, we work with business owners who are asking the right question: Which one is actually worth it for me? Let’s break it down in plain language so you can decide what’s right for your goals.
Google Ads: For People Actively Searching

Google Ads shows your business to people who are already looking for what you offer. Whether it’s a local SEO expert or a consultant in Cape Town, they type it into Google — and you show up.
Best for:
Local services
Lead generation
Driving phone calls and website visits
Promoting time-sensitive offers or seasonal campaigns
Small to medium businesses wanting fast results
Businesses looking to increase brand awareness and visibility
Targeting users actively searching for specific services or solutions
Why it works:
You catch people at the exact moment they need your help
You control who sees your ad through keywords, location, and timing
You can show up in search results, on websites, and even on YouTube
Google Ads allows unlimited keyword targeting and includes negative keywords to avoid wasting budget on irrelevant traffic
It’s flexible, easy to adjust, and gives you clear control over your spend
Things to consider:
Requires good keyword research and ad copy
Highly competitive industries can raise cost-per-click (CPC)
LinkedIn Ads: For Targeting Decision-Makers

LinkedIn Ads are ideal if your business works with other businesses (B2B). Instead of targeting by keywords, you target people based on their job title, industry, seniority, or company size.
Best for:
B2B services
Consultants, coaches, and agencies
Building brand awareness with the right professional audience
Why it works:
You can speak directly to business owners or decision-makers
Great for services that require trust or long-term investment
You can run ads with lead forms built in — no website needed
Things to consider:
CPC is usually higher than Google (especially in SA)
Works best for longer buying cycles and higher-ticket offers
Results can take longer to see, especially if you’re building awareness from scratch
Targeting is strong for professional roles, but less flexible overall compared to Google
So, Which One Should You Use?
It depends on your goals:
If you want to... | Use Google Ads | Use LinkedIn Ads |
Get local leads fast | ✅ | ❌ |
Target by profession or industry | ✅ | ✅ |
Drive calls, website visits | ✅ | ✅ |
Promote B2B services | ✅ (possible) | ✅ (stronger) |
Keep your ad budget tight | ✅ | ❌ |
Reach decision-makers in a niche field | ❌ | ✅ |
What We Recommend
If you’re a small business or local service provider trying to get more eyes on your website, Google Ads is usually your best starting point.
It’s flexible, easy to manage, and brings in results fast when set up properly.
If you offer a high-value B2B service or want to build relationships with professionals in specific roles or industries, LinkedIn Ads can help you reach the right people directly — just keep in mind that it may take longer to see meaningful engagement.
Sometimes the best strategy includes a bit of both — catching short-term leads through Google, while building long-term relationships and authority through LinkedIn.
Need Help Deciding?
We get it — figuring out where to spend your marketing budget isn’t easy. That’s why we offer a free digital assessment to look at your current strategy, goals, and audience.
Let’s figure out the right mix for your business — together.
🌐 www.ctbsolutions.co.za | www.capetownbiz.co.za
📱 WhatsApp: 082 468 7082
Cape Town Business Solutions – Helping South African businesses get seen by the right people, in the right places.
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