B2B LinkedIn Ads Benchmarks by Industry 2025: The Ultimate Guide to CTR, CPL, CVR, and ROI
Stop guessing. This is the strategist-grade, field-tested, no-BS guide to B2B LinkedIn Ads metrics by industry. Real numbers, real context, and the frameworks elite marketers use to win.
Why Industry-Specific Benchmarks Matter
Let's be blunt: B2B marketers who use "average" numbers are flying blind. Every industry has its own buyer psychology, sales cycle, and ad fatigue. If you want to win, you need to know how your numbers stack up in your vertical—not just in B2B overall.
This guide gives you:
- The real, field-tested numbers for every major B2B industry
- Actionable tables for CTR, CPL, CVR, and ROI (Elite, Good, Average, Danger Zone)
- What drives results in each vertical
- Internal links to the best ad hooks for your industry
- SEO-optimized intros and FAQs for every section
The B2B LinkedIn Ads Benchmarks Framework
// TODO: Insert a visual diagram: Metrics → Industry → Optimization
-
Track Key Metrics
- CTR, CPL, and ROI
- Pro Tip: Use industry-specific benchmarks
- See: LinkedIn Ads Metrics Glossary
-
Compare Industry Benchmarks
- Analyze your performance
- Pro Tip: Focus on your vertical
- See: LinkedIn Ads Benchmarks 2025
-
Optimize for Results
- Improve your metrics
- Pro Tip: Test and iterate
- See: How to Optimize LinkedIn Ads
SaaS & Cloud Solutions
See 21 Scroll-Stopping SaaS Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 1.1%+ | 0.7% | 0.4% | <0.2% |
| CPL | <£95 | £120 | £180 | >£250 |
| CVR | 13%+ | 8% | 5% | <3% |
| ROI | 420%+ | 200% | 100% | <50% |
Audience: 10,000–100,000+ (broad), 1,000–10,000 (tight), 500–5,000 (retargeting)
What Drives Results:
- Pain-first, proof-driven creative
- Offer calculators, instant demos, teardown tools
- Multivariate testing, rapid creative refresh
FAQ:
- What's a good CPL for SaaS? £95–£120 is elite. Under £100 is rare—optimize for pipeline, not just leads.
- How do I stand out? Use pain-first hooks and proof. See SaaS hooks →
Professional Services (Consulting, Legal, HR, Agency)
See Pro Services LinkedIn Ad Playbook →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 1.0%+ | 0.6% | 0.3% | <0.15% |
| CPL | <£110 | £140 | £200 | >£270 |
| CVR | 12%+ | 7% | 4% | <2% |
| ROI | 400%+ | 180% | 90% | <40% |
Audience: 5,000–50,000 (broad), 1,000–7,000 (tight), 300–3,000 (retargeting)
What Drives Results:
- Vertical-specific offers (audits, checklists, calculators)
- Proof, testimonials, and case studies
- Pain-first, jargon-free creative
FAQ:
- What's a good CTR for professional services? 0.6%+ is strong. Elite is 1%+ with pain-first creative.
- How do I get leads that convert? Use vertical-specific offers and proof.
Industrial & Manufacturing
See 130 Industrial Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 1.2%+ | 0.8% | 0.5% | <0.25% |
| CPL | <£100 | £130 | £190 | >£260 |
| CVR | 14%+ | 9% | 5% | <3% |
| ROI | 450%+ | 210% | 110% | <60% |
Audience: 8,000–60,000 (broad), 1,000–8,000 (tight), 400–3,000 (retargeting)
What Drives Results:
- Pain-first, outcome-driven creative
- Proof, numbers, and vertical-specific case studies
- Offers: audits, calculators, teardown tools
FAQ:
- What's a good CVR for industrial? 9%+ is strong. Elite is 14%+ with proof and urgency.
- How do I get more pipeline? Use outcome-driven offers and proof.
Logistics & Supply Chain
See Logistics Copywriting Playbook →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 1.0%+ | 0.6% | 0.3% | <0.15% |
| CPL | <£120 | £150 | £210 | >£280 |
| CVR | 11%+ | 7% | 4% | <2% |
| ROI | 390%+ | 170% | 80% | <30% |
Audience: 6,000–50,000 (broad), 1,000–6,000 (tight), 300–2,500 (retargeting)
What Drives Results:
- Pain-first, proof-driven creative
- Offers: audits, calculators, instant access tools
- Vertical-specific testimonials
FAQ:
- What's a good CPL for logistics? £120–£150 is strong. Elite is under £120 with high intent offers.
- How do I write copy that converts? See logistics copywriting guide →
Healthcare & MedTech
See 19 Healthcare & MedTech Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 0.9%+ | 0.5% | 0.3% | <0.12% |
| CPL | <£130 | £160 | £220 | >£300 |
| CVR | 10%+ | 6% | 3% | <1.5% |
| ROI | 350%+ | 140% | 70% | <25% |
Audience: 4,000–30,000 (broad), 800–4,000 (tight), 200–1,500 (retargeting)
What Drives Results:
- Compliance-first, proof-driven creative
- Offers: compliance audits, calculators, instant access tools
- Authority, testimonials, and urgency
FAQ:
- What's a good CTR for healthcare? 0.5%+ is strong. Elite is 0.9%+ with compliance-first creative.
- How do I write hooks for medtech? See healthcare hooks →
Financial Services (Accounting, Fintech, Insurance)
See 135 Accountant & Finance Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 0.8%+ | 0.5% | 0.3% | <0.1% |
| CPL | <£140 | £170 | £230 | >£320 |
| CVR | 9%+ | 5% | 2% | <1% |
| ROI | 320%+ | 120% | 60% | <20% |
Audience: 5,000–40,000 (broad), 1,000–5,000 (tight), 200–1,500 (retargeting)
What Drives Results:
- Proof, authority, and compliance-driven creative
- Offers: calculators, audits, instant access tools
- Social proof, urgency, and vertical-specific testimonials
FAQ:
- What's a good CPL for finance? £140–£170 is strong. Elite is under £140 with proof and urgency.
- How do I write hooks for accountants? See accountant hooks →
IT & MSPs
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 1.0%+ | 0.6% | 0.3% | <0.15% |
| CPL | <£110 | £140 | £200 | >£270 |
| CVR | 12%+ | 7% | 4% | <2% |
| ROI | 400%+ | 180% | 90% | <40% |
Audience: 5,000–40,000 (broad), 1,000–5,000 (tight), 200–1,500 (retargeting)
What Drives Results:
- Pain-first, proof-driven creative
- Offers: audits, calculators, instant access tools
- Authority, urgency, and vertical-specific testimonials
FAQ:
- What's a good CTR for IT? 0.6%+ is strong. Elite is 1%+ with pain-first creative.
- How do I write hooks for IT? See IT hooks →
Construction & Facilities
See 84 Construction & Facilities Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 0.8%+ | 0.5% | 0.3% | <0.1% |
| CPL | <£135 | £170 | £230 | >£320 |
| CVR | 10%+ | 6% | 3% | <1.5% |
| ROI | 340%+ | 130% | 60% | <20% |
Audience: 4,000–30,000 (broad), 800–4,000 (tight), 200–1,500 (retargeting)
What Drives Results:
- Proof, authority, and compliance-driven creative
- Offers: calculators, audits, instant access tools
- Social proof, urgency, and vertical-specific testimonials
FAQ:
- What's a good CPL for construction? £135–£170 is strong. Elite is under £135 with proof and urgency.
- How do I write hooks for construction? See construction hooks →
Corporate Training & L&D
See 128 Corporate Training Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 0.8%+ | 0.5% | 0.3% | <0.1% |
| CPL | <£140 | £170 | £230 | >£320 |
| CVR | 9%+ | 5% | 2% | <1% |
| ROI | 320%+ | 120% | 60% | <20% |
Audience: 4,000–30,000 (broad), 800–4,000 (tight), 200–1,500 (retargeting)
What Drives Results:
- Proof, authority, and compliance-driven creative
- Offers: calculators, audits, instant access tools
- Social proof, urgency, and vertical-specific testimonials
FAQ:
- What's a good CPL for training? £140–£170 is strong. Elite is under £140 with proof and urgency.
- How do I write hooks for training? See training hooks →
Website Design Agencies
See 84 Website Design Agency Ad Hooks →
| Metric | Elite | Good | Average | Danger Zone |
|---|---|---|---|---|
| CTR | 0.9%+ | 0.5% | 0.3% | <0.1% |
| CPL | <£135 | £170 | £230 | >£320 |
| CVR | 10%+ | 6% | 3% | <1.5% |
| ROI | 340%+ | 130% | 60% | <20% |
Audience: 4,000–30,000 (broad), 800–4,000 (tight), 200–1,500 (retargeting)
What Drives Results:
- Proof, authority, and compliance-driven creative
- Offers: calculators, audits, instant access tools
- Social proof, urgency, and vertical-specific testimonials
FAQ:
- What's a good CPL for agencies? £135–£170 is strong. Elite is under £135 with proof and urgency.
- How do I write hooks for agencies? See agency hooks →
Ready to Benchmark Like a Strategist?
Let's be honest: most marketers are stuck with generic numbers, guessing at what "good" looks like, and missing out on pipeline. The difference between average and elite? It's not luck—it's vertical-specific benchmarking, relentless testing, and action.
B2B Ads Assistant is your unfair advantage. Instantly audit, compare, and optimize every campaign by industry. Build, launch, and scale what actually works—so you can stop guessing, stop bleeding budget, and start winning.
Ready to leave average behind and join the elite? Try B2B Ads Assistant free, no signup, no card needed.