LinkedIn Ads vs. Facebook Ads for B2B marketing: 2023 Comparison

Productivity tips
October 23, 2023


Whether you are a B2B founder or marketer launching a new campaign, you are constantly faced by an “existential” question – which platform is more effective for my advertising campaigns: LinkedIn Ads or Facebook Ads? This choice is not to be taken lightly, as it can significantly impact the success of your marketing efforts. In this article, we will delve into the nuances of LinkedIn Ads and Facebook Ads, exploring their differences, cost considerations, and performance in 2023. We'll also highlight why LinkedIn Ads, when it comes to B2B products, coupled with the data integration and automation capabilities of Dokin, can be a game-changer for your advertising strategy.

Did you know?

Dokin is a no-code solution that allows marketers to sync real-time data from platforms like Facebook and LinkedIn Ads in the Google Sheets, Slides and Docs.

Feed your dashboards with live data and automate reportings for clients and stakeholders.

Learn more

Try for free

Is LinkedIn Ads the Same as Facebook Ads?

Key Differences

LinkedIn and Facebook, while sharing some commonalities, are distinct platforms with unique functionalities and target audiences. Facebook, with its 2.2 billion+ active users, is known for personal connections, while LinkedIn's 550+ million users primarily engage in professional networking and career-related activities. These differences are pivotal in determining which platform aligns better with your advertising objectives.

Are LinkedIn Ads More Expensive Than Facebook Ads?

Cost considerations are vital for any marketing strategy. In this comparison, we evaluate the Cost Per Click (CPC) for LinkedIn and Facebook Ads. The data may reveal differences in pricing, but it's essential to understand that more expensive leads on LinkedIn often translate to higher quality leads and a potentially greater return on investment (ROI). In fact, studies show that ad clicks on LinkedIn are 500% more likely to convert to quality leads compared to Facebook.

Are LinkedIn Ads Better Than Facebook Ads in 2023?

Effectiveness in the Current Year

As we approach the end of 2023, the digital marketing landscape continues to evolve with growing number of AI generated content, increasing competition and growing CPC costs. To determine which platform reigns supreme, we must consider recent trends, industry-specific performance, and alignment with your advertising goals. The answer to whether LinkedIn or Facebook Ads is better hinges on the unique requirements of your campaigns.

Why Is LinkedIn Ads Better?

Exploring the Advantages

LinkedIn Ads offer distinct advantages, especially in the realm of Business-to-Business (B2B) marketing. The platform's professional nature makes it an ideal choice for agencies and businesses looking to expand their brand presence among industry leaders. LinkedIn Ads provide access to a unique audience interested in professional networking and B2B services. Coupled with Dokin's data integration capabilities, you can streamline your data reporting automation and enhance the effectiveness of your campaigns.

Variety of Ad Formats

Both LinkedIn and Facebook offer a range of ad types, including lead generation solutions such as LinkedIn's Lead Gen Forms and Facebook's Lead Ads with Instant Forms. These ad types enable seamless lead capture, but it's important to note that they replace traditional landing pages, missing the opportunity for personalized experiences.

Facebook goes a step further by offering interactive ad formats, including Slideshow, Playables, Canvas (now known as "Instant Experience"), Collection, and Stories. These formats can be particularly advantageous for brands looking to visually showcase products or services.

Precision Matters

Audience targeting plays a critical role in the success of ad campaigns. Both platforms offer retargeting capabilities and tools to reach audiences similar to a base audience. Facebook's "Lookalike Audiences" and LinkedIn's "Audience Expansion" are comparable features, but Facebook excels in demographic targeting, interests, and other psychographics. However, it's important to consider recent changes in Facebook's data privacy policies.

LinkedIn's strength lies in its ability to implement account-based marketing, leveraging the rich professional data that users provide on the platform, including job titles, industries, company sizes, and more. This data is invaluable for targeting larger companies and higher-level professionals.

Cost Comparison

The cost per click (CPC) on Facebook is notably lower than on LinkedIn. While LinkedIn Ads may appear more expensive, the data suggests that the higher cost often corresponds to a higher quality of leads and a better ROI. This aligns with LinkedIn's professional nature, making it an excellent choice for B2B campaigns.

Data Insights

Both LinkedIn and Facebook offer analytics tools to measure campaign performance. LinkedIn's analytics are divided into three sections: Updates, Followers, and Visitors. Facebook's Page Insights provide data on likes, reach, engagement, visits, and more. The choice of platform may depend on the specific insights you require for your campaigns.


In conclusion, the choice between LinkedIn Ads and Facebook Ads for your B2B mrketing is not straightforward. It depends on your target audience, campaign goals, and your readiness to leverage the unique strengths of each platform. If you are a marketer, remember that the right choice can be further enhanced by incorporating Dokin's data integration and automation capabilities, streamlining your reporting processes, saving time, and reducing errors in your campaigns. As you embark on your advertising journey, weigh your options carefully and choose the platform that aligns best with your objectives.

Make data-driven decisions with Dokin, and make the most of your LinkedIn and Facebook advertising campaigns.

Enjoyed this article?

Check out our blog or our help center for more.
Dokin, the data platform of modern business teams
Try for free

Jacopo Proietti

Co-founder @Dokin
Jacopo, a co-founder of Dokin, boasts 8 years in finance, having worked as a finance manager at Ogury and head of Financial Planning and Control at BlaBlaCar.
His passion for data integration led to the creation of Dokin, a game-changer for modern business teams. With customizable templates and built-in data connections, Dokin allows modern CMOs and CFOs to streamlines data reporting across Google Workspace applications.

More Stories

Marketing Data
Productivity tips
AARRR vs. RARRA: Which Growth Model Works Best for Your Product?
Marketing Data
Productivity tips
What is Return on Ad Spend (ROAS)?
Marketing Data
Productivity tips
Google Sheets
Growth Loops vs. AARRR Funnels: What’s the difference and How To Choose (2024)