Cost of LinkedIn Ads for B2B Lead Generation
If you’re considering LinkedIn Ads, the first question is always the same: how much will it cost me to generate leads?
The short answer: LinkedIn Ads are more expensive than other platforms. The long answer: they’re worth it when you’re selling high-ticket B2B offers because the targeting is laser-focused on decision-makers.
This page breaks down the actual costs, what affects them, and how to budget smartly for LinkedIn campaigns.
How LinkedIn Ads Pricing Works
LinkedIn Ads operate on an auction system. You set a bid (per click, impression, or lead), and LinkedIn shows your ads when you outbid competitors targeting the same audience.
Costs are influenced by:
Audience competition (C-level execs cost more than interns).
Ad format (InMail vs. text ads).
Relevance score (better ads = lower cost per click).
Geography (ads in the U.S. cost more than some other regions).
Average Costs for B2B LinkedIn Ads
Here are the industry benchmarks most marketers see:
👉 Remember: these are benchmarks. Your actual costs depend on industry, audience, and creative.
Budget Scenarios for B2B Lead Gen
Scenario 1: Small Test Budget
Spend: $1,500 over 30 days.
Audience: 20,000 HR Directors in North America.
Goal: downloads of a lead magnet (e.g., retention playbook).
Result: ~200 clicks, 20–30 leads at $75–$100 CPL.
Scenario 2: Mid-Stage Scaling
Spend: $5,000/month.
Mix of carousel ads + lead gen forms.
Retarget website visitors + people who engaged with content.
Result: 70–100 leads/month at $80 CPL, pipeline value $200K+.
Scenario 3: Aggressive Pipeline Push
Spend: $15,000/month.
Includes Sponsored Content, InMail, and video.
Hyper-targeted by job title + company size.
Result: 150–200 leads/month at $100 CPL, ARR impact $1M+.
Factors That Influence Cost
Audience size: smaller, niche audiences cost more per click.
Creative quality: boring ads = low CTR = higher CPC.
Offer strength: weak lead magnets drive up CPL.
Conversion rate: a strong landing page cuts CPL by half.
How LinkedIn Ads Compare to Other Platforms
Read More: LinkedIn vs Facebook for B2B
Smart Budgeting Best Practices
Start small, then scale. Test messaging with $1,000–$2,000 before going big.
Use retargeting first. Warm audiences convert cheaper.
Pair ads with organic. Ads work best when prospects also see your posts.
Track ROI monthly. Don’t just look at CPL, tie leads to closed revenue.
ROI Example
One of my SaaS clients spent $4,500 on LinkedIn Ads over 60 days:
62 leads at $72 CPL.
9 booked demos.
3 closed deals worth $85K ARR.
ROI = ($85,000 – $4,500) ÷ $4,500 = 1788%.
Yes, LinkedIn costs more, but the quality is unmatched. Learn more about Measuring ROI on LinkedIn.
How to Reduce Costs Without Losing Quality
Tighten your ICP (don’t target “all managers” — target “Operations Directors in SaaS”).
Test 3–5 creative variations at a time.
Use carousels and lead gen forms (they convert cheaper).
Optimize landing pages — even a 2% lift cuts CPL significantly.
Pair your ads with a regular LinkedIn Routine for B2B Leads.
TL;DR Pricing Summary
CPC: $5–$12
CPM: $33–$90
CPL: $70–$200
InMail: $23–$58 per send
Budget at least $1,500 for testing. Expect $75–$150 CPL for strong offers. Scale only after you see pipeline impact.
