Updated: February 2026

B2B Paid Media Benchmarks

Real performance data from 87 B2B clients across 14 industries. No surveys. No self-reported data. Just actual campaign metrics from $5M+ in managed ad spend.

87
B2B Clients
14
Industries
$5M+
Ad Spend Analyzed
4 yrs
Data Range

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Get LinkedIn & Google Ads benchmarks, CPL data across 14 industries, InMail performance tactics, and channel-specific insights.

No spam. Real data from 87 B2B campaigns.

LinkedIn Ads Benchmarks

Average CTR
0.65%
Range: 0.16% - 0.94%
Average CPM
$60
Range: $22 - $92
Average CPC
$10.11
Range: $7.91 - $13.71
Average CPL
$276
Range: $207 - $345
Metric Poor Average Good Excellent
CTR < 0.30% 0.30% - 0.60% 0.60% - 0.90% > 0.90%
CPM > $100 $70 - $100 $45 - $70 < $45
CPC > $15 $10 - $15 $6 - $10 < $6
CPL (Lead Gen) > $400 $250 - $400 $150 - $250 < $150
Form Completion Rate < 10% 10% - 15% 15% - 25% > 25%

Google Ads Benchmarks (B2B Search)

Average CTR
1.30%
Range: 1.04% - 1.70%
Average CPC
$6.29
Range: $2.88 - $8.38
Conversion Rate
0.31%
Range: 0.05% - 0.70%
Cost/Conversion
$606
Range: $332 - $1,075
Metric Poor Average Good Excellent
CTR (Search) < 0.80% 0.80% - 1.20% 1.20% - 2.00% > 2.00%
CPC (Search) > $12 $7 - $12 $3 - $7 < $3
Conversion Rate < 0.15% 0.15% - 0.40% 0.40% - 1.00% > 1.00%
Cost/Conversion > $800 $500 - $800 $250 - $500 < $250
Search Impression Share < 30% 30% - 50% 50% - 70% > 70%

LinkedIn CPL by Industry

Cost per Lead across 14 industries. Data segmented by content type and campaign objective.

Industry Content CPL Direct Lead Gen CPL Key Insight
Legal Tech $97 - $110 $300 - $350 Role-specific playbooks win
Privacy / Security $130 - $180 $280 - $400 Regulatory content (EU AI Act)
Construction Tech $150 - $250 $400 - $700 Owner/GM targeting
EdTech / HR Tech $150 - $300 $250 - $500 HR decision makers
MarTech / SalesTech $200 - $350 $300 - $600 Marketing personas
Logistics / Supply Chain $200 - $400 $300 - $600 Operations targeting
UCaaS / Telecom $200 - $350 $300 - $500 IT decision makers
Life Sciences $300 - $500 $400 - $800 Pharma/biotech targets
DevOps / Engineering $400 - $600 $1,500 - $2,500 InMail w/ incentive: $400-500
Digital Workplace $350 - $550 $500 - $800 Enterprise targets
Healthcare Tech $400 - $600 $800 - $1,000 InMail w/ GC: $400-600
FinTech / Payments $200 - $400 $1,500 - $1,800 Enterprise (50+ emp) premium
Key Insight: Content CPL is 2-4x lower than direct lead gen across every industry. Role-specific content and regulatory content consistently outperform generic guides. For high-CPL industries (DevOps, Healthcare, FinTech), InMail with gift card incentives can reduce CPL by 60-70%.

LinkedIn InMail Benchmarks

InMail performance varies dramatically based on incentive offers. Gift card incentives ($50-$100 value) can double open rates and reduce CPL by 60%+.

Open Rate (No Incentive)
30-36%
Industry average
Open Rate (With GC)
40-50%
+33% improvement
CPL (No Incentive)
$1,500+
Range: $1,000-$2,000
CPL (With GC)
$400-$500
-70% reduction
Incentive Type Open Rate CPL Range Best For
Amazon Gift Card ($100-$105) 46% $265 - $422 DevOps, Enterprise
Spa & Wellness Gift Card 40-45% $400 - $600 Healthcare, HR
No Incentive 30-36% $1,500 - $1,800 Strong brand awareness only

Google Search CPL by Industry

Industry Cost/Lead Cost/SQL Key Insight
Construction Tech $150 - $300 $400 - $700 Industry-specific terms
UCaaS / Telecom $200 - $400 $500 - $900 Service terms
Consumer / B2B $50 - $60 — E-commerce (499% ROAS)
Legal Tech $900 - $1,500 — High-intent branded
Healthcare Tech $800 - $1,100 $1,400 - $2,300 Competitive space
Digital Workplace $1,000 - $1,500 $2,500 - $3,000 Exact match 2x better
Logistics — $1,500 - $3,000 CAD pricing
Match Type Impact: Exact match keywords deliver 2-2.5x better efficiency than phrase match. Construction and UCaaS see the lowest CPLs due to less competition. Enterprise software (Digital Workplace, Healthcare) face $1,000+ CPLs.

E-commerce / ROAS Benchmarks

For B2B e-commerce and hybrid consumer/B2B clients, ROAS is the primary metric.

Google Search ROAS
500-550%
Outperforms PMax
PMax ROAS
400-450%
Volume at lower efficiency
Cost/Conv (Search)
$54
E-commerce transactions
Meta CPL (B2B)
$50-$100
Commercial leads

Methodology

These benchmarks are derived from actual campaign data across 87 B2B clients managed by 42 Agency from 2022-2026. Unlike industry surveys, this data comes directly from campaign performance reports, monthly insights, and platform APIs.

Dive Deeper

Benchmark Calculator Compare your metrics B2B LinkedIn Ads Benchmarks Complete guide by industry B2B Google Ads Benchmarks Search, PMax & Display InMail Benchmarks Gift card strategy data Meta Ads Benchmarks B2B Facebook/Instagram Legal Tech $97-$350 CPL Healthcare Tech $400-$600 CPL DevOps $265-$422 with GC FinTech Enterprise vs SMB

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