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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

46 posts in Benchmarks

LinkedIn Ads Benchmarks for Healthcare B2B 2025

Healthcare B2B LinkedIn: $125 CPL, 0.58% CTR. Essential for hospital administrators and healthcare IT buyers.

Manufacturing LinkedIn: $5.50 CPC, $100 CPL. Essential for reaching plant managers and industrial buyers.

Education LinkedIn: $64 CPL (lowest), $4.90 CPC. Effective for executive and professional education programs.

Professional Services LinkedIn: $60 CPL (best efficiency), 0.50% CTR. Lead with thought leadership content.

Retail B2B LinkedIn: 0.80% CTR (highest), $80 CPL. For wholesale and retail tech, not B2C consumer.

North America LinkedIn: $230 CPL—4x more expensive than LATAM ($60). Budget accordingly for regional differences.

EMEA LinkedIn: $120 CPL (half of North America), 0.60% CTR (20% higher). Cost-effective for European targeting.

APAC LinkedIn: 0.80% CTR (highest), $80 CPL. Most cost-effective region. Strong in Australia, Singapore, India.

LinkedIn InMail: 30-38% open rate, 3.0-3.6% CTR. Highest engagement but frequency burns audience—use sparingly.

LinkedIn Lead Gen Forms: 6-10% CVR (5x better than landing pages), 25% lower CPL. Add custom questions to qualify.

The record

Stop running an account that forgets.

Every decision written down, with its reason and its result. That is the whole product.