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LinkedIn Ads Benchmarks
Benchmarks are planning references with sources — never promises of results. Every figure below carries the label the evidence earns: VERIFIED (platform-published or large-sample independent) or CLAIMED (operator/vendor self-report — directional only).
| Subject | Metric | Value | Label | Source |
|---|---|---|---|---|
| Sponsored Content — B2B dataset | CTR | 0.67% | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Sponsored Content — B2B dataset | CPC | $9.39 | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Sponsored Content — B2B dataset | CPM | $63.19 | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Sponsored Content — B2B dataset | CPL | $202 | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Document Ads — B2B dataset | CPL | $142 (lowest of any format in that dataset) | CLAIMED | Metadata 2025 B2B dataset via Scalix compilation |
| Document Ads — format dataset | Lead Gen Form CVR / CTR / CPL | LGF CVR 14.7%; CTR 0.71%; CPL $94 | CLAIMED | First Page Sage format dataset (Jan 2025–Aug 2026, agency-compiled) |
| Thought Leader Ads — format dataset | Lead Gen Form CVR / landing-page CVR / CTR / CPL | LGF CVR 13.1%; landing-page CVR 3.7%; CTR 1.08%; CPL $87 | CLAIMED | First Page Sage format dataset |
| Single Image — format dataset | Lead Gen Form CVR / landing-page CVR / CTR / CPL | LGF CVR 11.9%; landing-page CVR 3.2%; CTR 0.53%; CPL $141 | CLAIMED | First Page Sage format dataset |
| Video — format dataset | Lead Gen Form CVR / landing-page CVR / CTR / CPL | LGF CVR 9.6%; landing-page CVR 2.5%; CTR 0.39%; CPL $186 | CLAIMED | First Page Sage format dataset |
| All formats — format dataset | Lead Gen Form CVR / landing-page CVR / CTR / CPL | LGF CVR 11.9%; landing-page CVR 3.0%; CTR 0.55%; CPL $144 | CLAIMED | First Page Sage format dataset |
| Lead Gen Forms vs landing pages | Conversion structure | Lead Gen Forms convert roughly 4x landing pages because profile data is pre-filled and the user never leaves LinkedIn | CLAIMED | Metadata 2025 and First Page Sage datasets agree on direction (report §6) |
| Matched Audiences | Minimum audience size | Matched Audiences minimum 300 members; lookalikes minimum ~25K seed | CLAIMED | Scalix compilation (report §6) |
What is not published (and not invented here)
- COULD NOT VERIFY: clause-level LinkedIn ad policy detail from a primary-source read — policy detail in this study was compiled from secondary summaries (report §6 and open questions)
- COULD NOT VERIFY: a large-sample independent LinkedIn benchmark equivalent to WordStream/LocaliQ — both datasets in use are vendor/agency published
Kronos seeds these from your own first campaigns instead of shipping made-up figures.
Use them
These tables live inside Kronos: the builders plan against them and the audits judge against them, always labelled. See pricing.