AJ Wilcox Explains How LinkedIn Ads compare with other ad platforms like Facebook or Google

June 6, 2023
Sonia Gossai

AJ Wilcox of B2Linked provides a comparative analysis of LinkedIn ads with other platforms like Facebook (Meta) and Google on this episode of the CoachYu show. It also discusses the application of the BANT (Budget, Authority, Need, Timing) model in lead qualification.

LinkedIn ads are similar to Facebook as they target audiences based on their profiles, not what they’re currently searching for. This is in contrast to Google, which targets based on keywords, capitalizing on immediate intent but losing control over the specific audience reached.

The BANT model is a lead qualification method that scores leads based on Budget, Authority, Need, and Timing. LinkedIn excels in targeting the ‘B’ and ‘A’ aspects of BANT, reaching people who have the budget and authority to make purchase decisions.

Although LinkedIn’s cost per interaction is higher than Meta and Facebook, the quality of leads is higher. This makes the effective cost per opportunity lower. A case study showed that LinkedIn’s cost per opportunity was half that of Facebook, despite a higher upfront cost.

Google ads are less effective for B2B due to the inability to qualify whether someone is from a large enough company to afford enterprise-focused products. Moreover, the costs of Google ads have skyrocketed, making them less attractive.

Finally, while competition on LinkedIn continues to rise, many competitors don’t fully utilize the platform. This leaves opportunities for savvy advertisers to capitalize on.

Recent Episodes

View episode

The challenges of hiring for a startup have become more pronounced these days than ever. With technological advancements and evolving market demands, startups must be agile and strategic in their hiring practices to ensure success. According to some studies, nearly 90 percent of startups fail, with a significant factor being the inability to attract…

View episode

The game of golf has been a part of John Brown’s life from childhood. Now he courageously steers the ship of GreatLife Golf. One of the fastest growing golf management companies in the industry. While focusing on a successful business, I believe one of his most attractive traits is his heart to positively impact the…

accessing creativity
View episode

In the latest episode of Tuesdays with Morrisey, host Adam Morrisey discusses accessing creativity with esteemed guests Gay and Katie Hendricks. As leaders in leadership and personal development for nearly five decades, the Hendricks bring a wealth of knowledge and experience to the discussion. In this insightful conversation, Gay and Katie Hendricks, founders of…