B2B LinkedIn Ads Benchmarks 2026

Real performance data from 87 B2B LinkedIn campaigns. CPL, CTR, CPM, and conversion benchmarks based on $5M+ in managed ad spend across 14 industries.

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

LinkedIn Ads Performance Rating Scale

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 < 10% 10 - 15% 15 - 25% > 25%

CPL by Industry

Industry LinkedIn CPL Key Insight
Legal Tech $97 - $350 Role-specific content wins (Paralegal Playbook = $97)
Healthcare Tech $400 - $600 InMail + gift cards reduce CPL 60%
DevOps / Engineering $265 - $422 $100 Amazon GC = 46% open rate
FinTech (SMB) $150 - $300 Exclude 500+ employees to cut CPL 60%
FinTech (Enterprise) $1,500 - $1,800 Use content-first strategy at $200-400 CPL
Logistics / Supply Chain $300 - $600 Operations titles respond well
Construction Tech $150 - $300 Lower competition, practical content
Privacy / Security $130 - $400 Regulatory content (EU AI Act) = $130 CPL
42 Agency Insight: The biggest CPL lever on LinkedIn is company size targeting. Excluding companies over 500 employees can reduce CPL by 60-70% for most B2B products. Only target enterprise if you have a dedicated enterprise sales motion.

Industry-Specific Benchmarks

Deep-dive into LinkedIn Ads performance data for your specific industry:

Legal Tech

Court reporters, e-discovery, legal ops

$97 - $350 CPL

Healthcare Tech

Patient engagement, telehealth, revenue cycle

$400 - $600 CPL

DevOps / Engineering

Developer tools, APIs, infrastructure

$265 - $422 CPL

FinTech / Payments

Spend management, accounting, treasury

$150 - $1,800 CPL

LinkedIn Tactics

InMail Benchmarks

Gift card strategy, open rates, response rates

60-70% CPL reduction

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Methodology

These benchmarks are based on real campaign data from 87 B2B clients managed by 42 Agency from 2022-2026. Data comes directly from LinkedIn Campaign Manager exports, not surveys. Industries covered include SaaS, Healthcare Tech, FinTech, Legal Tech, DevOps, Logistics, and more.