Should a B2B company use Google, Meta, or LinkedIn?
There is no universally best platform. Google is useful when buyers actively search; LinkedIn can reach professional roles and named accounts; Meta can build efficient reach, education, and remarketing. The right mix depends on contract value, buying cycle, audience size, creative proof, sales capacity, and measurement quality.
Concept illustration
What to do next
Map where each member of the buying committee researches and compares.
Estimate reachable audience, expected conversion, contract margin, and minimum test budget.
Assign each channel a job: demand capture, demand creation, proof, or nurture.
Run a bounded test with one qualified outcome and a stop-or-scale rule.
Services that should work together
One commercial problem often crosses specialties; use these links to understand each service’s role.
