B2B marketers constantly debate LinkedIn vs Facebook (Meta) for paid advertising. The answer isn't binary—each platform excels in different scenarios. Understanding their strengths helps you allocate budget effectively.
According to 2026 B2B marketing data, smart B2B teams don't choose one platform—they orchestrate both. Here's how they compare.
The most immediate difference is cost. LinkedIn commands premium pricing; Facebook offers volume at lower rates.
| Platform | Average CPM |
|---|---|
| Facebook/Meta | $8-$14 |
| $30-$65 |
LinkedIn's CPM is 3-5x higher than Meta. For brand awareness campaigns requiring massive reach, this gap is significant.
| Platform | Average CPL |
|---|---|
| Facebook/Meta | $25-$60 |
| $75-$150 |
According to industry benchmarks, Meta Ads generate 2-3x lower CPL, making them ideal for top-of-funnel demand generation. However, CPL alone doesn't tell the full story.
When factoring in lead quality, the gap narrows:
| Platform | MQL-to-SQL Rate | Effective Cost per SQL |
|---|---|---|
| Facebook/Meta | 8-15% | Higher |
| 20-30% | Competitive |
LinkedIn leads convert to sales-qualified opportunities at 2-3x higher rates, often making the effective cost per qualified lead comparable or better than Meta.
Platform targeting fundamentally differs in approach and precision.
LinkedIn offers B2B-specific targeting unavailable anywhere else:
According to 2026 platform analysis, 82% of LinkedIn members directly influence or approve purchasing decisions—targeting reaches actual buyers.
Meta excels at different targeting approaches:
Meta's AI targeting finds patterns humans might miss, but without LinkedIn's professional data, B2B precision suffers.
For B2B: LinkedIn wins on precision and intent quality. When you need to reach specific job titles at specific companies, nothing matches LinkedIn's professional data.
For broad B2B awareness: Meta's scale and AI-driven targeting can efficiently reach larger audiences at lower cost.
How do platforms perform at generating actual business results?
According to B2B marketing statistics:
| Metric | Facebook/Meta | |
|---|---|---|
| Lead Gen Form Completion | 15-20% | 4-9% |
| MQL-to-SQL Conversion | 20-30% | 8-15% |
| Engagement Rate | 0.43% median | 0.06% |
LinkedIn's professional context drives higher engagement—users are 2.7x more likely to engage with branded content compared to other platforms.
According to multi-touch attribution studies:
Meta rarely gets "last-click credit" but plays a major assist role in long B2B funnels.
| Platform | B2B ROAS |
|---|---|
| 113% | |
| Meta | 104% |
| 98% |
According to 2026 marketing data, LinkedIn advertising delivers 113% ROAS—outperforming both Google and Meta for B2B campaigns.
Each platform excels at different funnel stages and objectives.
Bottom-of-Funnel (BOFU) Campaigns:
Professional Services Marketing:
Account-Based Marketing:
According to funnel performance data, LinkedIn's usage breakdown: Awareness (20%) | Nurture (30%) | Conversion (50%).
Top-of-Funnel (TOFU) Campaigns:
Middle-of-Funnel (MOFU) Campaigns:
Cost-Constrained Campaigns:
Meta's usage breakdown: Awareness (45%) | Nurture (35%) | Conversion (20%).
| Factor | LinkedIn Wins | Meta Wins |
|---|---|---|
| B2B Targeting | Yes | |
| Decision-Maker Access | Yes | |
| Professional Context | Yes | |
| Lead Quality | Yes | |
| Sales Cycle Reduction | Yes | |
| Cost Efficiency | Yes | |
| Scale/Reach | Yes | |
| AI-Driven Optimization | Yes | |
| TOFU Performance | Yes | |
| Retargeting Features | Yes |
Top B2B performers don't choose—they use both platforms strategically.
According to 2026 B2B marketing research:
Stage 1 (Meta - Awareness):
Stage 2 (Meta - Consideration):
Stage 3 (LinkedIn - Conversion):
This orchestrated approach maximizes the strengths of each platform.
According to B2B marketing trends, B2B marketers are increasing LinkedIn allocation from 31% to 39% of total paid social budget in 2026.
| Company Type | LinkedIn % | Meta % |
|---|---|---|
| Enterprise B2B | 50-70% | 20-40% |
| Mid-Market B2B | 40-60% | 30-50% |
| SMB B2B | 30-50% | 40-60% |
Higher-ACV businesses skew toward LinkedIn; volume-focused SMB plays benefit from Meta's cost efficiency.
LinkedIn outperforms Facebook for B2B conversion campaigns, delivering 113% ROAS vs. 104% and 20-30% MQL-to-SQL conversion rates vs. 8-15%. However, Facebook offers 2-3x lower CPL and broader reach, making it better for top-of-funnel awareness. Most successful B2B advertisers use both platforms strategically.
LinkedIn's premium pricing reflects its professional audience and B2B-specific targeting. With 82% of members influencing purchasing decisions and precise targeting by job title, seniority, and company, you're paying for access to decision-makers. LinkedIn leads convert at 2-3x higher rates, often justifying the cost premium.
Start where your audience is most reachable. For B2B with specific job titles and enterprise targets, start with LinkedIn for higher-quality leads. For broader B2B or cost-constrained budgets, start with Meta to build awareness and pixel data, then use LinkedIn for conversion campaigns targeting engaged audiences.
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