LinkedIn Ads benchmarks

LinkedIn Ads Benchmarks

Use these metric benchmarks below to analyze and compare your results to the “averages”. This is especially useful when you’re at ground zero and looking for a point of reference. But please keep in mind that the best benchmarks for improving your performance will be your own historical data. The sources of these figures are from external research (by other experts) and my historical data.

Europe

US

Average CTR (click-through rate)

  • 0.5-0.6%

 

  • 0.4%

Average CPC (cost per click)

  • €2-€4
  • $7-$11

Additional insights

Average CPL (cost per lead)

  • Low commitment offer: €13 – €30
  • High commitment offer: €30 – €310

Average CPM (cost per 1000 impressions)

  • ∼€30

Average Lead Gen Form Completion:

  • 10-15%

Ad format specific benchmarks

Sponsored Content

Average CTR

  • US: 0.4%
  • Europe: 0.5-0.6%

Average CPC

  • US: $7 – $11
  • Europe: €2 – €4

Conversion Rate

  • High friction offer: 1.5-4% (e.g: book demo)
  • Low friction offer: 10-15% (e.g: eBook)

Text Ads

Average CTR

  • 0.025%

Average CPC

  • €2.6 – €6.2

Conversion Rate

  • Varies by the offer (use your own historical data)

Sponsored Message Ad (Inmail)

Average Open Rate

  • 50%

Average CTR 

  • 3-4%

Average CPC

  • €20.50 – €51

Conversion Rate

  • Varies by the offer (use your historical data)

Conversation Ad

Average Open Rate

  • 50%

Average CTR

  • 12%

sources: B2Linked, The B2B House and own historical data

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LinkedIn Ads Benchmarks file