Understanding LinkedIn ads benchmarks helps you set realistic expectations and identify optimization opportunities. This guide covers the metrics that matter for 2026: CTR, CPC, CPM, and conversion rates across every ad format.
LinkedIn remains the most expensive major social advertising platform, but the economics make sense for B2B. According to 2026 benchmark data, 52% of B2B buyers are more likely to purchase from companies that show up consistently on LinkedIn.
Here's a quick reference for overall LinkedIn advertising performance:
| Metric | 2026 Benchmark |
|---|---|
| Average CPM | £20-£35 / $25-$44 |
| Average CPC | £4.50-£7.50 / $5.50-$9.25 |
| Sponsored Content CTR | 0.44-0.65% |
| Message Ads Open Rate | 40-55% |
| Lead Gen Form Conversion | 2-3x higher than website forms |
CPM continues rising 3-8% year-over-year as more B2B advertisers compete for the same decision-maker audiences.
Each LinkedIn ad format performs differently. Here's what to expect based on 2026 ABM benchmark data from over 2,000 campaigns:
Single image ads remain the most common format on LinkedIn.
| Metric | Average | Median |
|---|---|---|
| CTR | 0.48% | 0.42% |
| CPC | $16.34 | $13.23 |
| CPM | $72.94 | $59.15 |
| Dwell Time | 4.19s | 3.64s |
Source: ZenABM 2026 LinkedIn Benchmarks Report - 936 ads analyzed
What "good" looks like: A CTR above 0.55% puts you in the top tier. If you're consistently below 0.35%, review your targeting and creative.
Video ads capture attention but require more production investment.
| Metric | Average | Median |
|---|---|---|
| CTR | 0.37% | 0.24% |
| CPC | $20.66 | $15.61 |
| CPM | $48.87 | $38.94 |
| View-through Rate | 37.92% | 39.48% |
| Watch Time | 6.54s | 5.86s |
Source: ZenABM 2026 LinkedIn Benchmarks Report - 342 ads analyzed
Video ads have lower CPMs than image ads but also lower CTRs. The value comes from engagement depth—nearly 40% of viewers watch through.
Carousel ads offer interactive storytelling opportunities.
| Metric | Average | Median |
|---|---|---|
| CTR | 0.37% | 0.32% |
| CPC | $19.60 | $13.31 |
| CPM | $58.02 | $45.29 |
| Dwell Time | 4.72s | 4.56s |
Source: ZenABM 2026 LinkedIn Benchmarks Report - 44 ads analyzed
Interestingly, later carousel cards have progressively higher engagement rates—Card 7 shows 2.89% CTR compared to Card 1's 0.12%. Users who swipe are highly engaged.
Thought Leader Ads (TLAs) dramatically outperform traditional formats by leveraging personal credibility.
| Metric | Average | Median |
|---|---|---|
| CTR | 3.40% | 2.68% |
| CPC | $4.24 | $2.29 |
| CPM | $116.74 | $49.37 |
| CTR to Landing Page | 0.43% | 0.29% |
| Dwell Time | 7.06s | 6.60s |
Source: ZenABM 2026 LinkedIn Benchmarks Report - 119 ads analyzed
TLAs achieve 4.3x lower cost per landing page click compared to single image ads ($2.29 vs $13.23). They're currently the most cost-efficient format for driving traffic.
Message ads deliver directly to LinkedIn inboxes with premium engagement.
| Metric | 2026 Benchmark |
|---|---|
| Open Rate | 40-55% |
| Click-through Rate | 3-7% |
| Cost per Send | $0.50-$1.00 |
Message ads work best for mid-funnel nurturing rather than mass acquisition due to frequency caps and cost structure.
CTR benchmarks vary by ad format and campaign objective:
| Format | Average CTR | Good CTR | Excellent CTR |
|---|---|---|---|
| Sponsored Content | 0.44-0.65% | 0.55-0.80% | 0.80%+ |
| Single Image | 0.42% | 0.55%+ | 0.70%+ |
| Video | 0.24% | 0.35%+ | 0.50%+ |
| Carousel | 0.32% | 0.45%+ | 0.60%+ |
| Thought Leader | 2.68% | 3.40%+ | 5.00%+ |
If your CTR falls below these benchmarks consistently, investigate:
LinkedIn advertising costs more than other social platforms, but reaches higher-value audiences.
According to industry benchmark data, costs vary significantly:
| Industry | Typical CPC Range |
|---|---|
| SaaS | $8-$15+ |
| FinTech | $7-$12 |
| Consulting | $6-$10 |
| Professional Services | $5-$9 |
| Enterprise Technology | $10-$18 |
Higher-value industries (SaaS, FinTech) see elevated CPCs due to competitive auction pressure.
LinkedIn CPMs continue rising. Expect to pay £20-£35 / $25-$44 for most B2B campaigns in 2026. This represents a 3-8% increase from 2025.
For ABM campaigns targeting specific accounts, CPMs can exceed $78 due to narrow audience sizes.
LinkedIn Lead Gen Forms dramatically outperform traditional landing pages.
According to benchmark studies, Lead Gen Forms convert 2-3x higher than website forms because:
Document Ads (native PDF viewers) achieve exceptional Lead Gen Form completion rates. According to 2026 data:
| Format | Lead Form Completion Rate |
|---|---|
| Document Ads | 22.73% |
| Video Ads | 2.26% |
The 10x difference makes Document Ads the preferred format for gated content distribution.
Compare your metrics against benchmarks to identify problems:
| Your Metric | vs Benchmark | Likely Issue |
|---|---|---|
| Low CTR | Below average | Targeting or creative |
| High CPC | Above average | Audience competition or low quality score |
| Low conversion | Below average | Landing page or offer mismatch |
| High CPM | Above average | Narrow audience or competitive vertical |
Use benchmarks for campaign planning, but adjust for your situation:
LinkedIn's B2B Institute research shows that brand-first campaigns drive pipeline and lower customer acquisition costs—even when last-click ROAS looks underwhelming. Judge LinkedIn on:
According to multi-channel research, ICP accounts convert 46% better in paid search after LinkedIn ad exposure.
A good LinkedIn ads CTR for Sponsored Content is 0.55-0.80%, though this varies by format. Average CTR sits at 0.44-0.65%. Thought Leader Ads achieve significantly higher rates (2.68%+ median) by leveraging personal credibility.
LinkedIn ads cost more because the platform reaches verified business professionals with accurate job title, company, and seniority data. The average CPC of $5.50-$9.25 reflects the premium value of reaching decision-makers with budget authority.
LinkedIn CPCs typically run 3-5x higher than Facebook, but conversion quality differs. LinkedIn excels for BOFU conversions (demos, deal acceleration) while Meta performs better for TOFU awareness at scale.
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