For years, Google ruled the digital lead gen game for B2B. As a result, it shaped how we write ads.

Clean, keyword-driven, problem-solving copy became the norm because that’s how buyers were behaving on the platform. We had the formula down. Then social media, particularly LinkedIn, came along, and things changed.

Today, it’s not a question of whether B2B companies need to be present on LinkedIn. It’s about making the time spent there actually work. And that’s unfortunately where a lot of B2B teams trip up: they bring their old-school Google strategy into a completely different environment, unaware that their vibe is off.

Let’s change that by breaking down the key differences between the platforms and giving examples you can use to tailor your messaging better.

Google vs. LinkedIn = Beaches vs. Mountains

What’s the big difference between Google and LinkedIn?

Think of it like this: Google is the beach. LinkedIn is the mountains. Both are great destinations, but you wouldn’t expect the same experience, let alone pack the same gear.

Sure, you might be targeting the same buyers in both places. But different platforms mean different mindsets, moods, and moments. And if your message doesn’t “read the room,” it won’t land.

Google Is for Problem-Solving

On Google, buyers are predominantly in problem-solving mode. They’ve got a pain point, they’ve already named it, and now they’re searching for a solution (i.e., they’re in problem-solving mode).

To help visualize, just think about the types of searches you might do on Google:

  • “Best CRM for manufacturing companies”
  • “SOC 2 compliance checklist PDF”
  • “Customer onboarding tool for SaaS”
  • “Replace outdated inventory software”

These aren’t discovery searches. They’re high-intent queries (not necessarily stuff people Google for fun) made by people with something to accomplish. And usually, they want to achieve it quickly.

Translation for B2B ad copywriters? You have exactly two seconds to grab attention. Hence, the reason clarity, speed, and direct value matter so much on this platform.

LinkedIn Is for Discovery and Curiosity 

Now compare that to LinkedIn. Your buyer may be the same person, but they’re likely not in the same mindset. How so?

Think about when you go on LinkedIn. Are you urgently searching for solutions to specific problems? Or are you more likely checking in between meetings to browse notifcations, scroll your feed, and see what past colleagues are doing?

Most people are doing the latter. And the latter does not imply high-intention behavior. Rather,  browsing LinkedIn represents a more passive activity, changing the way you need to approach your audience.

Put simply, hard sales pitches (e.g., schedule a demo, see why we’re #1, talk to our team today) rarely work because you’re asking for way more attention and commitment than your buyers are ready to give (especially if they’ve never heard of you).

Instead, the ads that work on LinkedIn invite curiosity. They lead with value rather than a product, giving people a reason to pause.

Tailoring Your Ad Copy for Google and LinkedIn

So, how do you actually adjust your message to fit the platform?

Here are a few practical pointers and an example to show how the same offer might look in two very different environments.

On Google, you want to:

  • Speak to a specific pain or problem
  • Prioritize clarity over cleverness
  • Make the offer actionable and direct
  • Keep copy short, skimmable, and conversion-focused

On LinkedIn, you want to:

  • Lead with insight, not product
  • Use curiosity to spark engagement
  • Match the tone of the feed (professional but conversational)
  • Offer something of value (a tip, a stat, a framework) before asking for anything in return

To bring this to life, here’s how the same offer, in this case, a predictive maintenance solution, might look on Google vs. LinkedIn.

Google:

Ad Headline: Predictive Maintenance Software for Industrial Equipment

Description: Reduce unplanned downtime by up to 30%. Real-time monitoring and automated alerts. Request a demo today.

LinkedIn:

Ad Headline: 60% of Downtime Is Preventable, So Why Are We Still Reacting?

Description: New guide: How top manufacturers are using predictive maintenance to cut costs, reduce breakdowns, and stay ahead of failures.

It’s subtle, but you’d be amazed at how these simple tweaks can affect the outcome of your campaigns.

Final Thought: Know the Room Before You Write

This isn’t about picking a favorite platform. Both Google and LinkedIn are powerful places to engage buyers. But they work differently because your buyer shows up differently.

Remember: Google is for solving. LinkedIn is for thinking. And your job isn’t just to show up. It’s to show up the right way.

For better results, write with a clear context, match the moment, and respect the mindset.

Want help building campaigns that speak to real challenges and resonate with buyers?

Dennison Creative can help you shape messaging that connects, wherever your audience is looking. Feel free to drop us a line!