The essentials
- B2B: Google (search and SEO), LinkedIn, email, AI engines, events; Meta as back-up for very small businesses and independent professionals.
- B2C: Google (Shopping, local), Meta, TikTok, YouTube, Pinterest depending on the sector, marketplaces, loyalty email.
- 2026 benchmarks: LinkedIn CPM €25 to €60 against €4 to €12 on Meta; B2B cost per lead €80 to €400, B2C cost per lead €5 to €40.
- The method: start from the customer's buying journey, keep 3 to 5 platforms, test for a quarter, compare on cost per result.
Social media, search engines, AI assistants, email, marketplaces, video: each platform has its uses, its costs and its audiences, and no company can be everywhere. The choice depends first on the business model: a B2B buyer does not search in the same place or in the same way as a consumer. This article compares the platforms for B2B and B2C with the 2026 benchmarks, then gives a method for selecting them. The formats to use on each platform are detailed in the ad formats that work by channel, and the full set of visibility channels in the best visibility channels in 2026.
What changes between B2B and B2C
| Criterion | B2B | B2C | Consequence for platforms |
|---|---|---|---|
| Buying cycle | 1 to 9 months, several decision-makers | Minutes to weeks, one person | B2B: content, nurturing, LinkedIn; B2C: impulse, visuals, Meta and TikTok |
| Where they search | Google, AI assistants, LinkedIn, word of mouth | Google, Instagram, TikTok, Amazon, YouTube | SEO and GEO count for both |
| Value of a sale | €2,000 to €500,000 | €10 to €500 | B2B tolerates a high cost per lead |
| Useful targeting | Job role, sector, company size | Interests, behaviours, location | Only LinkedIn targets by job role; Meta and TikTok by interest |
| Proof expected | Expertise, customer cases, references | Reviews, price, visuals, availability | Long-form content in B2B, short video in B2C |
The platforms for B2B
| Platform | Role | 2026 benchmarks | Who for |
|---|---|---|---|
| Google search (SEO and Ads) | Capture business queries, compare suppliers | CPC €1 to €8; cost per lead €80 to €250 | All B2B |
| AI assistants (ChatGPT, Perplexity, AI overviews) | Being cited in shortlisting answers | 3 to 10% of discoveries, rising | Consulting, software, industry |
| LinkedIn organic and Ads | Awareness among decision-makers, targeted leads | CPM €25 to €60; cost per lead €100 to €400 | Services, software, industry, HR |
| Email and nurturing | Supporting the long cycle, reactivating | Open rate 25 to 40%; cost per lead €10 to €50 | Everyone, existing list |
| Webinars, trade shows, podcasts | Proof of expertise, meeting in person | Cost per lead €60 to €300 | Complex sales |
| Meta (Facebook, Instagram) | Volume at low cost, very small businesses and trades | Cost per lead €20 to €80, variable quality | Independent professionals, franchises, training |
| YouTube | Demonstrations, tutorials, awareness | CPV €0.03 to €0.08 | Software, equipment |
The method for LinkedIn is detailed in creating an effective LinkedIn Ads campaign, and the metrics to track in the KPIs to prioritise in B2B.
The platforms for B2C
| Platform | Role | 2026 benchmarks | Who for |
|---|---|---|---|
| Google (Shopping, search, Maps) | Capture purchase intent and proximity | CPC €0.30 to €2; ROAS 3 to 8 | E-commerce, shops, local services |
| Meta (Facebook, Instagram) | Create demand, retargeting, catalogue | CPM €4 to €12; ROAS 2 to 5 on acquisition | All B2C; Facebook 35 and over, Instagram 18 to 45 |
| TikTok | Awareness, launches, 16 to 35 audience | CPM €3 to €7; ROAS 1.5 to 4 | Fashion, beauty, food, entertainment |
| YouTube | Awareness, consideration, tutorials | CPV €0.02 to €0.08 | Products that need demonstrating, brands |
| Inspiration and delayed purchase | CPM €2 to €6 | Interiors, fashion, weddings, cooking | |
| Marketplaces (Amazon, eBay, ManoMano) | Selling where the buyer compares | Commission 8 to 20% | Product e-commerce |
| Email and SMS | Retain, win back | ROI 3 to 10 | Any customer base |
| Snapchat | 13 to 24 audience | CPM €2 to €5 | Young brands, events |
Social advertising for online sales is covered in more depth in SMA for e-commerce ; the choice between search and social in SMA or SEA.
The in-between cases
- B2B2C (franchises, networks, distribution): LinkedIn and Google to recruit partners, Meta and local Google to support the outlets.
- Independent professionals and trades: Google Business Profile and local SEO first, Meta for local awareness, LinkedIn only for business customers.
- Self-serve software (low-priced SaaS): Google, YouTube, content and AI engines, with B2C mechanics (free trial, social advertising) despite a business customer.
- Luxury and premium B2C: Instagram, Pinterest, YouTube and press, with a longer cycle close to B2B.
Choosing without spreading yourself thin
- Start from the buying journey: where the customer searches, who they consult, what reassures them, where they buy. Ask ten recent customers; their answers are worth more than a market study.
- Keep three to five platforms: one to capture intent (Google), one or two to create demand (LinkedIn or Meta, TikTok, YouTube), one to retain (email), one for proximity if the business is local.
- Adapt the tone and the format: each platform has its codes; a LinkedIn post is not copied over to TikTok. The rules are in adapting your tone to each platform.
- Test for a quarter: a minimum viable budget (€500 to €1,000 a month per advertising platform), tracking through to conversion, comparison on cost per result.
- Stop what you cannot measure: a platform without tracking through to conversion cannot be compared and leaves the plan.
How GreenRed helps
Rather than juggling several tools, GreenRed's SMO and SMA social media tracking brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
Which platforms should you favour in B2B?
Google (search and SEO) to capture business queries, LinkedIn to reach decision-makers by job role and sector, email to support a long cycle, AI assistants where a growing share of shortlisting happens, and webinars or trade shows for proof of expertise. Meta serves as back-up for very small businesses and independent professionals.
Which platforms should you favour in B2C?
Google (Shopping, search, Maps) for purchase intent, Meta to create demand and retarget, TikTok for the under-35s, YouTube for products that need demonstrating, Pinterest for interiors, fashion and weddings, marketplaces for products that get compared, email for retention.
Is LinkedIn worth it despite its cost?
Yes when the value of a deal exceeds €5,000 and the target is defined by job role or sector. A CPM of €25 to €60 and a cost per lead of €100 to €400 remain acceptable against a margin of several thousand euros; below that, Google and email are more effective.
How many platforms should a small business use?
Three to five: one to capture intent, one or two to create demand, one to retain, one for proximity if the business is local. Each must be tracked through to conversion and compared on cost per result over a quarter; beyond five, time and budget get spread too thin.
Should you be on TikTok in B2B?
Rarely for advertising. TikTok can serve employer branding or awareness among young professionals, but its interest-based targeting cannot reach decision-makers by job role. B2B budget is better placed on Google, LinkedIn, email and content cited by AI assistants.