Google Ads vs Meta Ads for B2B SaaS Companies

In summary

• •Google Search captures existing demand — people actively searching for solutions — while Meta creates demand from cold audiences.
• •B2B SaaS with a defined search volume for its category should start with Google Search before layering in Meta.
• •Meta Ads for B2B require LinkedIn-style audience targeting via company size and job title interest stacking.
• •Lead quality from Google Search is consistently higher for B2B than Meta because search intent signals purchase readiness.
• •A combined strategy — Google for bottom-funnel, Meta for top-funnel retargeting — produces the lowest blended CAC at scale.