LinkedIn costs more per click, but Facebook isn't always cheaper when you measure what matters: cost per qualified lead and pipeline generated. This comparison breaks down the real costs of each platform and helps you decide where to allocate B2B budget.
According to industry benchmarks, here's how LinkedIn and Facebook compare:
| Metric | ||
|---|---|---|
| Average CPC | $5-12 | $0.62 |
| Average CPM | $30-60 | $11.62 |
| Cost Per Lead | $50-200+ | $15-50 |
| Minimum Daily Budget | $10 | $1 |
On surface metrics, Facebook wins decisively. But these numbers don't tell the full story.
LinkedIn's 1 billion members include verified decision-makers with self-reported professional data. You're paying for:
Facebook has 3+ billion users; LinkedIn has 1 billion. Smaller inventory means more competition for impressions among B2B advertisers.
According to 2025 benchmarks, LinkedIn CPMs increased 28% year-over-year as more B2B budgets shifted to the platform. LinkedIn now captures 39% of B2B paid media budgets.
A $10 LinkedIn click that converts to a lead costs $10 per lead if 100% convert. A $1 Facebook click that converts 5% costs $20 per lead.
According to Social Rails' analysis, LinkedIn costs 5-10x more per click, but that doesn't mean it costs more per sale. For B2B, calculate cost per qualified lead, not cost per click.
| Factor | ||
|---|---|---|
| Data accuracy | Self-reported, verified | Inferred, estimated |
| Professional context | Users in business mode | Users in personal mode |
| Decision-maker access | Direct | Harder to reach |
| Lead qualification | Higher baseline quality | Requires more filtering |
A LeadsBridge benchmark study shows LinkedIn Lead Gen Forms achieve higher form completion rates with pre-filled professional data that's actually accurate.
According to LeadsBridge benchmarks:
| Format | Cost Range |
|---|---|
| CPC (Sponsored Content) | $5-9 for decision-makers |
| CPM | $30-60 |
| Cost Per Send (Messages) | $0.25-1.50 |
| CPL (Lead Gen Forms) | $50-200+ |
Additional 2026 benchmarks show:
According to Neal Schaffer's research:
| Metric | Range |
|---|---|
| CPC | $0.32-1.68 |
| CPM | $4.43-15+ |
| CPL | Varies widely by niche |
Facebook costs vary significantly by industry, targeting, and season.
According to platform comparison data:
| Targeting Capability | ||
|---|---|---|
| Job title | ⭐⭐⭐⭐⭐ | ⭐⭐ |
| Specific companies | ⭐⭐⭐⭐⭐ | ⭐⭐ |
| Industry | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ |
| Seniority level | ⭐⭐⭐⭐⭐ | ⭐⭐ |
| Targeting Capability | ||
|---|---|---|
| Interests/hobbies | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Purchase behavior | ⭐⭐ | ⭐⭐⭐⭐⭐ |
| Demographics | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Lookalike audiences | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Retargeting | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
Targeting specific B2B roles: If you need to reach "IT Directors at mid-market financial services companies," only LinkedIn delivers.
High-value offerings ($5K+): When customer lifetime value is high, LinkedIn's premium CPLs make sense. According to Social Rails, LinkedIn's precision often wins for B2B when measuring cost per qualified lead.
Account-based marketing: Upload company lists and reach employees at specific target accounts.
Bottom-of-funnel campaigns: Research shows LinkedIn excels at deal acceleration and conversion (BOFU).
Top-of-funnel awareness: Facebook delivers massive reach at low CPMs for brand building.
Broader professional audiences: When you don't need precise job titles, Facebook's scale wins.
Budget constraints: With limited budget, Facebook lets you test more variations and audiences.
Retargeting campaigns: Facebook's pixel and lookalike capabilities are more mature.
According to 2026 ABM benchmarks, top performers use both platforms strategically:
The highest ROI doesn't come from choosing one platform—but from combining Meta for demand creation and LinkedIn for demand capture.
Facebook approach:
LinkedIn approach:
Despite 10x higher CPC, LinkedIn delivers lower cost per qualified lead because targeting precision eliminates waste.
Focus on one platform. If targeting specific roles, LinkedIn. If building awareness, Facebook.
Split 70/30: Primary platform gets 70%, test the other with 30%.
Run both platforms strategically:
Set up conversion tracking on both platforms and track leads through your CRM to measure true cost comparison.
It depends on your targeting needs and budget. LinkedIn delivers better results when you need to reach specific job titles, companies, or decision-makers—but costs 5-10x more per click. Facebook offers better reach and lower costs for broader awareness campaigns. Most successful B2B advertisers use both: Facebook for demand creation (TOFU) and LinkedIn for demand capture (BOFU).
LinkedIn's premium costs reflect its unique value: verified professional data, access to decision-makers, and a business-focused user base. With 1 billion users versus Facebook's 3+ billion, LinkedIn has less inventory and more competition among B2B advertisers. CPMs have increased 28% year-over-year as more B2B budgets shift to the platform.
Yes. Facebook's massive scale and advanced targeting (interests, behaviors, lookalikes) can reach B2B audiences effectively, especially for awareness and nurture campaigns. However, Facebook relies on inferred professional data rather than LinkedIn's self-reported information, so targeting precision is lower. Many B2B companies use Facebook for top-of-funnel and retargeting while reserving LinkedIn for conversion campaigns.
Need help allocating budget between LinkedIn and Facebook? Our team creates integrated B2B campaigns that maximize ROI across platforms. Contact us | Get a free consultation
By submitting this form, you agree to our Privacy Policy and Terms & Conditions.
