Facebook vs LinkedIn Ads: Which is Better for Lead Generation?
When it comes to digital advertising, Facebook and LinkedIn are two of the most powerful platforms for lead generation. However, choosing between them depends on your business type, audience, and campaign goals. In this post, we’ll break down the strengths and weaknesses of Facebook Ads and LinkedIn Ads to help you determine which platform is better suited for your lead generation strategy.
Source: Tracy Le Blanc
Audience Targeting : Who Uses Each Platform?
Facebook Ads:
Broad and Diverse Audience – Facebook has nearly 3 billion active users, making it an excellent platform for reaching a large, varied audience.
Detailed Interest & Behavioural Targeting – Facebook allows advertisers to target users based on interests, behaviours, past interactions, and lookalike audiences.
Best for B2C & Some B2B – Works well for e-commerce, local businesses, and service-based companies targeting a general audience.
LinkedIn Ads:
Professional & B2B-Focused Audience – With over 1 billion users, LinkedIn is the go-to platform for reaching business professionals.
Industry-Specific Targeting – LinkedIn enables you to target users based on job title, industry, company size, and seniority level.
Best for B2B & High-Ticket Services – Ideal for SaaS, consulting, finance, and industries where decision-makers drive purchasing.
Winner: Facebook for B2C & broad targeting; LinkedIn for precise B2B targeting.
Cost & ROI: Which Platform is More Budget-Friendly?
Facebook Ads:
Lower CPC (Cost Per Click) – The average CPC on Facebook is $0.50 - $2.00, making it cheaper than LinkedIn.
Higher Engagement Rates – Facebook users interact more with ads, leading to a lower cost per lead (CPL) for many industries.
Best for Budget-Conscious Advertisers – If you’re running ads with a limited budget, Facebook is the more affordable option.
LinkedIn Ads:
Higher CPC – LinkedIn’s average CPC ranges from $5 to $10, making it more expensive than Facebook.
Higher Quality Leads – Since LinkedIn’s audience consists of professionals and decision-makers, lead quality tends to be higher.
Best for High-Ticket & B2B – If your product/service has a high customer lifetime value (CLV), LinkedIn’s higher costs may be worth it.
Winner: Facebook for affordability; LinkedIn for higher-value B2B leads.
Ad Formats & Engagement: Which Platform Drives More Interactions?
Facebook Ads:
Multiple Ad Types: Image ads, video ads, carousel ads, lead generation forms, messenger ads, and retargeting.
Best for Visual Storytelling: Facebook’s interactive and video-driven ad formats encourage higher engagement.
Facebook Lead Forms: Allow users to submit their information without leaving the platform, increasing conversions.
LinkedIn Ads:
Professional Ad Formats: Sponsored content, message ads (InMail), lead gen forms, and text ads.
Best for Thought Leadership: Sponsored content performs well for promoting industry insights, case studies, and B2B webinars.
LinkedIn Lead Gen Forms: Pre-filled forms streamline the lead capture process, improving conversion rates.
Winner: Facebook for engagement and variety; LinkedIn for professional networking and lead forms.
Conversion & Lead Quality: Which Platform Delivers Better Leads?
Facebook Ads:
High Volume, Lower Intent Leads – Facebook generates a large number of leads, but they may require more nurturing.
Better for B2C & Local Businesses – Great for impulse-driven purchases, events, and broad awareness campaigns.
LinkedIn Ads:
Lower Volume, Higher Intent Leads – LinkedIn leads are often decision-makers or industry professionals actively looking for solutions.
Better for B2B & High-Ticket Offers – Ideal for services that require a consultative sales process.
Winner: LinkedIn for lead quality; Facebook for high lead volume.
Which Platform Should You Choose for Lead Generation?
Choose Facebook Ads if:
You have a B2C business or a lower-cost product.
You want affordable leads at a lower CPC.
You’re targeting broad audiences with behavioural and interest-based ads.
You need a high volume of leads and can nurture them over time..
Choose LinkedIn Ads if:
You have a B2B business or high-ticket services.
You’re targeting decision-makers and industry professionals.
You prioritize quality over quantity when it comes to leads.
Your goal is to promote webinars, whitepapers, or thought leadership content.
Conclusion
For B2C & cost-effective lead generation → Go with Facebook Ads.
For B2B & high-quality professional leads → Go with LinkedIn Ads.
The best strategy? Test both platforms! A/B testing different ad creatives, audiences, and offers will help you find the perfect mix for your business.