LinkedIn CPL
$300-$600
Content + lead gen
Google Search Cost/SQL
$1,500-$3,000
Sales qualified leads
Avg. Deal Size
$150K+
Enterprise TMS/WMS
Why Google Search Outperforms for SQLs
Logistics and supply chain software sees high Google Search CPLs ($1,500-$3,000) but these leads are significantly more qualified. Buyers actively searching for "TMS software" or "warehouse management system" are often in active buying cycles, not just researching.
Key insight: LinkedIn works best for top-of-funnel awareness and nurture, while Google Search captures bottom-funnel intent. A blended strategy using both channels typically outperforms single-channel approaches.
Benchmarks by Channel
| Channel | Metric | Range |
|---|---|---|
| LinkedIn Content | CPL | |
| LinkedIn Lead Gen | CPL | |
| Google Search | Cost per SQL | |
| Google Search | CPC |
42 Agency Insight: Logistics buyers are pragmatic and ROI-focused. Case studies with concrete metrics (e.g., "Reduced freight costs by 23%") consistently outperform thought leadership content. Lead with results, not ideas.
Recommended Targeting
| Audience | Job Titles | Company Size |
|---|---|---|
| Logistics Operations | VP Logistics, Director Supply Chain, Logistics Manager | 500+ employees |
| Warehouse/Distribution | Warehouse Manager, Distribution Director, Operations Manager | 200+ employees |
| Procurement | CPO, Procurement Director, Sourcing Manager | 1000+ employees |
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