What LinkedIn Ads cost for B2B companies.

01Short answer

Across our LinkedIn accounts from November 2025 to October 2026 (10 accounts, about €910,000 or USD 1.05 million, 297 campaigns), the middle Sponsored Content campaign paid €64.31 (USD 74.47) per 1,000 impressions. We count only the campaigns and periods we ran, for B2B companies, most of them software.

• €64.31 per 1,000 impressions (USD 74.47) for the middle campaign, across 224 Sponsored Content campaigns in 9 accounts. Half of them paid between €43.70 and €92.68.
• €16.74 per landing page click (USD 19.38) for the middle Website Visits campaign, and €15.80 across all 17,601 clicks of those 93 campaigns. Half of them paid between €10.77 and €20.51.
• €482 per lead gen form lead from company lists (USD 558.18), across 199 leads in 34 campaigns. The likely range is €388 to €722.
• €241 per lead gen form lead from retargeting (USD 279.62), across 268 leads in 15 campaigns. The likely range is wide, €182 to €646, because one account carries close to half of that spend.
• Thought Leader Ads cost no more than single image ads: €59.72 per 1,000 impressions for the middle campaign, against €67.08.
• Weekends cost the same as weekdays inside the same campaign, per impression and per click.
• Website form conversions cost the most: €2,599 each across all campaigns, and 66 of 82 campaigns recorded none.

02By audience

A company list is an uploaded or synced list of target companies, or named companies (ABM). Retargeting covers LinkedIn engagement and website audiences and uploaded contact lists. "Middle campaign" is the median campaign; "all campaigns" is total cost divided by total impressions or clicks.

Retargeting costs the most per 1,000 impressions and the least per landing page click and per lead (see lead gen forms). Cold targeting, on job titles, skills and company criteria alone, does not appear because one account carries more than half of its spend.

03By format

Thought Leader Ads run as posts from a person's profile. They cost no more per 1,000 impressions than single image ads from the company page: €59.72 against €67.08 for the middle campaign, across 8 accounts.

Video's figure across all campaigns sits below its middle campaign because the largest video campaigns were billed per view. The middle campaign billed per view paid €43.56 per 1,000 impressions (USD 50.44, 19 campaigns), and the middle campaign billed per click €64.70 (USD 74.92, 187 campaigns). By objective, the middle Engagement campaign paid €68.16 and the middle Website Visits campaign €56.66.

Conversation ads, message ads, text ads, Spotlight ads, event ads and carousels ran in too few campaigns to publish.

04Lead gen forms

We publish lead gen figures for two audiences. For all lead gen campaigns together one account carries more than half of the spend, so that figure would be one client's price.

The likely range is a 95% interval from resampling campaigns.

The middle campaign paid more per lead than all campaigns together, because a few large campaigns brought many cheap leads and many small ones brought few. Retargeted members completed the form more than twice as often as company-list members: 12.58% of opens against 5.78%.

05Monthly budget and CPM

These are amounts per campaign and month. An account usually runs several campaigns at once.

The bands were set in US dollars; the euro amounts are rounded.

Bigger months cost more inside the same campaign. In 61 of 96 campaigns with at least three months of spend, the months with more spend had dearer CPMs. The cost per landing page click leaned the same way without a clear result (25 of 41 campaigns).

Lead costs went the other way. Campaign months that spent €1,300 to €2,600 paid €369.28 per lead (USD 427.59, 210 leads), against €487.15 (USD 564.07, 114 leads) for months that spent €430 to €1,300, where 21 of 66 campaign months brought no lead at all.

06Weekends and devices

Inside the same campaign a weekend impression cost what a weekday one did. Across 196 campaigns the typical weekend CPM was 99.7% of the same campaign's weekday CPM, and 96 of them were dearer at weekends. A landing page click cost 97.7% of the weekday price (4,552 weekend and 12,170 weekday clicks in 87 campaigns), which is no measurable difference. LinkedIn spends less at weekends: the middle campaign put 26.1% of its spend on the 28.6% of days that fall on a weekend.

Desktop took 7% of Sponsored Content impressions (946,534 of 13,418,639). Its CPM ran lower, €57.14 (USD 66.16) across all campaigns against €66.49 (USD 76.99) on mobile. Inside the same campaign the cost of a landing page click showed no measurable difference between the two (238 desktop and 12,802 mobile clicks in 108 campaigns).

07Website conversions

This is the weakest figure on the page. We counted the website form conversions LinkedIn's Insight Tag records (form fills, demo bookings, sign-ups, downloads and event registrations) in Website Visits and Website Conversions campaigns, in the 7 accounts that record them. CRM stages sent back to LinkedIn through the Conversions API are left out.

Across those campaigns a form conversion cost €2,599.31 (USD 3,009.74) on 109 conversions, likely between €1,521 and €7,236, and 66 of 82 campaigns recorded none. Counting only conversions after a click, it cost €5,666.49 (USD 6,561.23) on 50. Retargeting audiences did best, at €1,102.84 (USD 1,276.98) on 92 conversions in 24 campaigns.

Accounts track forms differently, and one account holds 45% of these conversions, so read the figure as a direction. It includes conversions after a view, which is why the after-click figure is shown too.

08How the figures were made

• Scope: the LinkedIn accounts we managed from November 2025 to October 2026, cut to the campaigns and periods we ran ourselves. That is 10 accounts, 297 campaigns with spend and about €910,000 (USD 1.05 million). The companies sell to businesses, most of them software.
• Our setup: manual cost-per-click bidding, with LinkedIn Audience Network and audience expansion switched off. Some video campaigns were billed per view (19 campaigns).
• Money: LinkedIn reports each account's cost in US dollars. We show euros first, at 1.1579 dollars to the euro, the mean ECB reference rate over the period.
• Middle campaign and all campaigns: the middle campaign is the median across campaigns with at least USD 250 (about €216) in the figure, and a campaign without a lead counts as the dearest. "All campaigns" is total cost divided by total impressions, clicks or leads.
• Audiences and formats come from each campaign's targeting and format. A campaign counts as Thought Leader Ads when at least half of its impressions ran on members' posts, read from each post's author.
• Publication rule: a figure appears only when at least 3 accounts and 10 campaigns stand behind it, no account carries more than half of its spend, and a rate rests on at least 30 events. That is why this page has no figure by country and no lead gen figure for all campaigns together: in each of those, one account carries more than half of the spend or too few accounts stand behind it.

09What this data cannot say

• Lead quality and pipeline: every lead and conversion here is LinkedIn's count, with no CRM outcome joined to it.
• Prices by country: no market passes the publication rule.
• A neutral market price: these accounts ran on our setup, and LinkedIn's automated bidding may pay differently.
• Why bigger months cost more: spend rises with the season, bid changes and the age of the ads as well, so the link between monthly spend and CPM is a pattern inside campaigns with no proven cause.
• Seniority: no cut by seniority targeting passed the rule.
• Conversation ads, message ads, text ads, Spotlight ads, event ads and carousels: too few campaigns.

10Buyer questions