LinkedIn Ads Benchmarks 2025: CPC, CPM, CPL, ROAS
LinkedIn: $5-10 CPC, $33-38 CPM, but 113% B2B ROAS (highest). Lead Gen Forms convert 5x better than landing pages.
Linkedin Ads · Sponsored Content
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.44-0.65% |
| CPC | $5-10 |
| CVR | 3-5% |
| CPL / CPA | $75-200 |
| CPM | $33-38 |
| ROAS | 113% |
What the numbers mean
LinkedIn costs more than any platform ($5-10 CPC, $33-38 CPM) but delivers 113% B2B ROAS—beating Google Search (78%) and Meta (29%) significantly. The premium pricing pays for professional targeting: job title, company size, industry, and seniority that no other platform matches. Lead Gen Forms convert 5x better than landing pages and reduce CPL by 25%. For B2B with high LTV, LinkedIn's premium is usually justified by lead quality. The average B2B journey takes 211 days from first LinkedIn impression to revenue.
Year-over-year change
Highest B2B ROAS (113%) despite premium costs
How to act on this
LinkedIn's premium costs require high LTV to justify—don't use for low-value B2B products. Use Lead Gen Forms for 5x better conversion and 25% lower CPL than landing pages. Track beyond CPL to SQL and revenue given 211-day average journey. Add custom questions to qualify leads since easy form submission can attract low-intent.
Source: TheB2BHouse; NAV43; Dreamdata · Multiple studies; 213M impressions analyzed · 2025