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Benchmarks to keep in your head
In one sentence
LinkedIn has the most expensive CPM in social and the most precise B2B targeting. Sell the precision; defend the price with cost per qualified opportunity.
€30–80CPM€6–18CPC, cold feed≈ €300demo lead≈ €150content lead≈ €4k/mominimum useful test
Ranges, not promises. LinkedIn is the most expensive social CPM and the most precise B2B targeting; sell the precision, defend the price with cost per qualified opportunity.
| Item | LinkedIn (B2B, 2026) | Meta | |
|---|---|---|---|
| CPM | €30–80 (median ≈ $65) | $10–25 | Display $5–15 |
| CPC (cold feed) | €6–18 | $1–3 | Search: keyword-priced, B2B $5–50 |
| Demo lead CPL | ≈ €300 (median $343 via LGF) | lower cost, lower fit | intent-based |
| Content lead CPL | ≈ €150 (median $164) | $20–80 | — |
| Message ad CPS | €0.40–0.80 | — | — |
| Minimum test budget | ≈ €4k/month media for a full-funnel read | ||
| Hierarchy | Campaign › Ad Set › Ad | Campaign › Ad Set › Ad | Campaign › Ad Group › Ad |
| Unique strengths | Job/company targeting, TLAs, document ads, Companies tab, ABM | Cheap retargeting, creative testing | Capturing existing intent |
Study-backed rules worth quoting (Kiin Labs, 464–1,000+ accounts, 2026): retargeted audiences give ≈25% more engagement per impression than cold; bidding low cut cost per result ≈32%; 91% of TLA "clicks" never reach a landing page; document ads ≈42% lower CPL than single image; Engagement objective beats Brand awareness on audiences under 30k.
Remember
- Never compare CPC with Google; compare cost per SQL or per opportunity.
- Retargeted audiences engage about 25% more per impression than cold ones.
- Document ads and low bidding are the two cheapest wins in almost every account.