Benchmarks
LinkedIn Ads Benchmarks Per Industry (2025)
LinkedIn Ads benchmarks 2025 by industry and ad format: CTR around 0.5%, a good CPC of $5–$7 and CPL of $75–$120, plus which ad formats convert best.
Looking for the latest numbers? See the 2026 edition of this benchmark guide.
LinkedIn remains the most powerful B2B advertising platform - but also one of the most expensive. So how do you know if your LinkedIn Ads are worth it?
Let’s break it down.
We’ve compiled the latest LinkedIn Ads benchmarks for 2025, covering all major ad formats (Sponsored Content, Video, Lead Gen Forms, Messaging, Text Ads) and performance by industry. These global averages will help you benchmark and improve your campaign results across:
CTR (Click-through Rate)
CPC (Cost per Click)
CVR (Conversion Rate)
CPM (Cost per 1,000 Impressions)
CPL (Cost per Lead)
CPA (Cost per Action)
Let’s see how your LinkedIn performance stacks up - and where there’s room to grow.
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In short
LinkedIn Ads CTR hovers around 0.5% across most industries, and a CTR above 0.60% counts as great.
A good LinkedIn Ads CPC is $5–$7, while SaaS and Healthcare brands regularly pay over $7 per click and Finance and Education often land in the $3–$5 range.
Conversion rates for B2B LinkedIn ads typically land around 2–4%, while native Lead Gen Forms reach 6–10%+ and typically convert 2× better than sending people off-platform.
LinkedIn cost per lead ranges from $60 to $150+, and a $100 CPL is expected in high-ticket B2B.
LinkedIn Ads Benchmarks by Industry
Some industries are paying more for results, while others benefit from high engagement and lower lead costs. Here’s how the numbers break down globally:
Industry | CTR | CPC | CVR | CPM | CPL | CPA |
|---|---|---|---|---|---|---|
SaaS / Software | 0.40–0.45% | $5–$8 | ~3% | $30–$50 | $100+ | High |
Finance & Insurance | 0.50–0.56% | $2.50–$3 | ~5% | $15–$30 | $90–$120 | Moderate |
Education | ~0.42% | $3–$5 | ~2–3% | $30+ | $60–$70 | Moderate |
Healthcare | ~0.58% | $5–$7 | ~3–4% | $30–$45 | $100–$150 | High |
Marketing & Agencies | ~0.53% | $4–$5 | ~3% | $30+ | ~$100 | Moderate |
Business Services | ~0.50% | $4–$5 | ~3% | $30+ | ~$60 | Moderate |
What these numbers tell us:
CTR on LinkedIn Ads hovers around 0.5% across most industries. If you’re above that, you’re doing great. If not, revisit your ad creative, copy, or targeting.
CPCs vary widely - SaaS and Healthcare brands regularly pay over $7 per click, while Finance and Education often land in the $3–$5 range.
Conversion rates for B2B ads typically land around 2–4%, depending on the offer.
Cost per lead can range from $60 to $150+. High? Yes. But often worth it for the quality of decision-makers LinkedIn delivers.
ROAS & CPA vary by product value - many brands are comfortable with a $100–$200 CPL when the average contract is worth thousands.
LinkedIn Ad Format Benchmarks
Performance also depends heavily on which ad type you choose. Here’s how the main formats compare:
Format | CTR | CPC | CVR | CPM | CPL | Best for |
|---|---|---|---|---|---|---|
Sponsored Content | 0.50–0.60% | $5–$7 | ~3–10% (form) | $30–$35 | $100–$200 | Traffic, awareness, lead gen |
Video Ads | ~0.40% | $7–$9 | ~2–3% | $25–$40 | High | Brand awareness, retargeting |
Lead Gen Forms | ~0.50% | $5–$7 | 6–10%+ | $30–$50 | $75–$150 | Lead generation at scale |
Message Ads (InMail) | ~3% (CTR) | $0.50–$1 send | ~5% | N/A | $100+ (per lead) | Event invites, ABM, personal offers |
Text Ads | ~0.02% | $4–$6 | Low | $10–$30 | Very high | Brand presence, retargeting |
Format Tips:
Lead Gen Forms consistently outperform landing pages in conversion rate. Less friction = more leads.
Sponsored Content is your go-to for balance across CTR, CPC, and conversion.
Video boosts reach, but may not drive clicks - use it for top-of-funnel awareness, then retarget.
Message Ads work best with tight targeting - they’re costly per click, but feel personal.
Text Ads are cheap to run, but don’t expect much action - they’re best for brand reinforcement.
Benchmarks by Goal
What’s a “good” performance on LinkedIn? Here are some quick goals to aim for:
Metric | Great | Good | Needs work |
|---|---|---|---|
CTR | > 0.60% | 0.40–0.60% | < 0.30% |
CPC | < $5 | $5–$7 | > $8 |
CVR (landing) | > 5% | 2–5% | < 2% |
CVR (form) | > 10% | 6–10% | < 5% |
CPL | < $75 | $75–$120 | > $150 |
Frequently asked questions
What is a good CTR for LinkedIn ads?
A CTR of 0.40–0.60% is good for LinkedIn ads, above 0.60% is great, and below 0.30% needs work. Across most industries, LinkedIn CTR hovers around 0.5%.
What is a good CPC for LinkedIn ads?
A CPC of $5–$7 is good on LinkedIn, under $5 is great, and above $8 needs work. SaaS and Healthcare brands regularly pay over $7 per click, while Finance and Education often land in the $3–$5 range.
What is a good conversion rate for LinkedIn ads?
For traffic sent to a landing page, a 2–5% conversion rate is good and above 5% is great. Native Lead Gen Forms set a higher bar: 6–10% is good and above 10% is great.
What is a good cost per lead for LinkedIn ads?
A CPL of $75–$120 is good on LinkedIn, under $75 is great, and above $150 needs work. A $100 CPL is expected, especially in high-ticket B2B.
Which LinkedIn ad format performs best?
Lead Gen Forms deliver the strongest conversion rates at 6–10%+ with a CPL of $75–$150, while Sponsored Content offers the best balance across CTR, CPC and conversion. Video is best for top-of-funnel awareness, and Text Ads are cheap but best for brand reinforcement.
Key Takeaways
CTR isn’t everything - it just tells you the ad is interesting. Focus on CPL and CPA for true ROI.
Form ads > landing pages - Native LinkedIn Lead Gen Forms typically convert 2× better than sending people off-platform.
High costs are normal - $100 CPL is expected. The quality makes up for it, especially in high-ticket B2B.
Benchmark by industry - SaaS and Healthcare will naturally have higher costs than Education or Finance. Use the right lens.
Ad format matters - don’t just launch a campaign, test the format. Sponsored Content may work better than InMail or Text Ads depending on your audience and funnel stage.
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