LinkedIn Ads Benchmarks: What's a Good CTR, CPL & ROI in 2025?
Stop guessing your metrics. This is your strategist-grade, field-tested guide to LinkedIn Ads benchmarks, with frameworks, examples, and pro tips for elite results.
For a complete breakdown of every metric, see our Ultimate LinkedIn Ads Metrics Glossary.
The B2B LinkedIn Ads Benchmarks Framework
// TODO: Insert a visual diagram: Metrics → Benchmarks → Optimization
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Track Key Metrics
- CTR, CPL, and ROI
- Pro Tip: Use the LinkedIn Campaign Manager
- See: LinkedIn Ads Metrics Glossary
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Compare Industry Benchmarks
- Analyze your performance
- Pro Tip: Use industry-specific data
- See: LinkedIn Ads Benchmarks by Industry
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Optimize for Results
- Improve your metrics
- Pro Tip: Test and iterate
- See: How to Optimize LinkedIn Ads
Quick Metrics Guide: What Each Number Actually Means
CTR (Click-Through Rate)
- What it is: Percentage of people who click your ad after seeing it
- Formula: Clicks ÷ Impressions × 100
- Warning: High CTR with low conversion = wrong audience
- See: LinkedIn Ads Targeting Guide for audience quality tips
CPL (Cost Per Lead)
- What it is: Cost for each form submission or conversion
- Formula: Total Spend ÷ Number of Leads
- Warning: Low CPL often means low-quality leads
- See: How to Optimize LinkedIn Ads for Lower CPL for optimization strategies
CVR (Conversion Rate)
- What it is: Percentage of clicks that turn into leads
- Formula: Leads ÷ Clicks × 100
- Warning: High CVR with low quality = wrong offer
- See: The Ultimate B2B Offer Engineering Playbook for offer frameworks
ROI (Return on Investment)
- What it is: Revenue generated for every pound spent
- Formula: (Revenue - Cost) ÷ Cost × 100
- Warning: Track pipeline and revenue, not just leads
- See: LinkedIn Ads Budgeting Guide for ROI optimization
Understanding B2B LinkedIn Audience Sizes
Before diving into the benchmarks, it's crucial to understand what "normal" looks like for each audience type. Here's what you should expect:
Broad Audiences (20,000–100,000+)
- Example: All "Marketing Directors" in the UK
- Best for: Brand awareness, market education, and lead generation at scale
- Warning: Don't expect tight/retargeting-level metrics here. Volume comes at the cost of precision.
Tight/Matched Audiences (1,000–10,000)
- Example: 500–2,000 named accounts, layered by job title
- Best for: ABM, pipeline acceleration, and high-value lead generation
- Warning: Smaller lists mean higher quality but lower volume. Perfect for focused campaigns.
Retargeting Audiences (500–5,000)
- Example: Site visitors, content engagers, video viewers
- Best for: Conversion optimization, pipeline acceleration, and high-ROI campaigns
- Warning: These are your warmest audiences. Expect the best metrics but lowest volume.
Elite marketers know: Small, hyper-targeted lists can outperform huge broad audiences for pipeline and ROI. Don't chase volume—chase quality.
2025 B2B LinkedIn Ads Benchmarks by Audience Type
| Audience Type | Typical Size (UK/EU/US B2B) | CTR (Good) | CTR (Elite) | CPL (Good) | CPL (Elite) | CVR (Good) | CVR (Elite) | ROI (Good) | ROI (Elite) | Notes |
|---|---|---|---|---|---|---|---|---|---|---|
| Broad | 20,000–100,000+ | 0.5% | 0.8% | £180 | £120 | 5% | 8% | 150% | 250% | High volume, low intent |
| Tight/Matched List | 1,000–10,000 | 0.3% | 0.5% | £120 | £80 | 10% | 15% | 300% | 500% | Hyper-targeted, high intent |
| Retargeting | 500–5,000 | 0.8% | 1.5% | £90 | £60 | 15% | 25% | 400% | 800% | Warmest, best for conversion |
Numbers are based on real B2B SaaS, services, and industrial campaigns in UK/EU/US. Your mileage may vary—always test and iterate. For a deep dive into how to track and optimize these metrics, see our Ultimate LinkedIn Ads Metrics Glossary.
Why Audience Type Changes Everything
Benchmarks are only meaningful in context.
- Broad: More volume, less quality. Great for awareness, but expect higher CPL and lower ROI.
- Tight/Matched: Lower volume, much higher quality. Best for ABM, pipeline, and sales enablement.
- Retargeting: Smallest lists, but the highest intent and conversion rates. Not for scale, but unbeatable for ROI.
Pro Tip: If you're running a broad campaign and expect retargeting-level CPL, you'll be disappointed. Always compare your numbers to the right row in the table above.
How to Diagnose and Improve Every Metric
| Metric | If You're Underperforming… | What to Fix First |
|---|---|---|
| CTR | <0.3% (Broad), <0.2% (Tight), <0.5% (Retargeting) | Creative, targeting, offer. Test new hooks, angles, and visuals. |
| CPL | >£250 (Broad), >£150 (Tight), >£120 (Retargeting) | Offer, landing page, form friction. Tighten targeting if CPL is high on broad. |
| CVR | <5% (Broad), <8% (Tight), <12% (Retargeting) | Landing page clarity, proof, CTA. Remove distractions, add urgency. |
| ROI | <150% (Broad), <250% (Tight), <400% (Retargeting) | Track pipeline, not just leads. Fix follow-up, sales handoff, and attribution. |
Advanced Troubleshooting: What to Do When Metrics Miss the Mark
| Problem | Likely Cause(s) | Quick Fix | Advanced Fix |
|---|---|---|---|
| Low CTR | Weak creative, irrelevant targeting, offer fatigue | Test new hooks, angles, and visuals | Use pattern interrupt, add social proof, segment by pain point |
| High CPL | Poor offer, broad targeting, landing page friction | Improve offer, tighten targeting, simplify form | Layer negative audiences, add urgency/scarcity, retest landing page |
| Low CVR | Unclear landing page, weak proof, generic CTA | Clarify headline, add testimonials, sharpen CTA | Remove distractions, add urgency, test single-purpose pages |
| Low ROI | Poor sales follow-up, bad attribution, wrong KPI | Track pipeline, not just leads; fix handoff | Integrate CRM, set up closed-loop reporting, align sales & marketing |
Mythbusting: The Biggest LinkedIn Ads Metrics Lies (and the Truth)
- Myth: "CTR is all that matters."
- Truth: High CTR with low CVR or ROI means you're paying for curiosity, not pipeline. Always optimize for pipeline and revenue, not just clicks.
- Myth: "Retargeting is too small to scale."
- Truth: Retargeting lists are small, but they convert at 2–4x the rate of cold audiences. They're your highest ROI lever—fill them with top-of-funnel campaigns.
- Myth: "Matched lists are always expensive."
- Truth: Matched lists often deliver lower CPL and higher ROI because every click is hyper-qualified. Volume is lower, but quality is unbeatable.
- Myth: "If my numbers are below average, LinkedIn just doesn't work for us."
- Truth: Every metric can be fixed with the right creative, offer, and targeting. The best marketers iterate relentlessly.
- Myth: "Benchmarks are the same for every campaign."
- Truth: Audience type, size, and intent change everything. Always compare to the right context.
Audience Size: What's "Normal" in B2B?
- Broad: 20,000–100,000+ (e.g., all "Marketing Directors" in the UK)
- Tight/Matched: 1,000–10,000 (e.g., 500–2,000 named accounts, layered by job title)
- Retargeting: 500–5,000 (site visitors, engagers, video viewers)
Elite marketers know: Small, hyper-targeted lists can outperform huge broad audiences for pipeline and ROI. Don't chase volume—chase quality.
What Drives Each Metric? (Elite vs. Danger Zone)
| Metric | Elite Drivers | Danger Zone Mistakes |
|---|---|---|
| CTR | Pattern interrupt hooks, pain-first headlines, vertical-specific creative | Generic copy, stock images, broad targeting |
| CPL | Irresistible offers, frictionless forms, retargeting, negative audiences | "Contact us" CTAs, 12-field forms, homepage landers |
| CVR | Single-purpose landing pages, proof above the fold, instant access | Nav bars, popups, slow load, generic copy |
| ROI | Track pipeline, CRM integration, closed-loop reporting | "Engagement" as a KPI, no sales feedback, no attribution |
Actionable Steps to Hit Elite Benchmarks
- Audit Your Funnel: Map every step from ad to closed deal. Where's the leak?
- Upgrade Your Offer: Use pain-first, value-driven offers. Make it impossible to say no.
- Fix Creative: Test 3–5 hooks, angles, and visuals. Kill losers fast.
- Optimize Landing Pages: No nav, one CTA, proof above the fold.
- Retarget Smarter: Segment by funnel stage, not just "all visitors."
- Track Real Outcomes: Integrate CRM, measure pipeline and revenue—not just leads.
Real-World Scenario: How Audience Type Changes Everything
Scenario:
- You run a broad campaign to 50,000 "Marketing Directors" in the UK. CTR is 0.6%, CPL is £170, CVR is 6%, ROI is 180%. Not bad, but lots of unqualified leads.
- You switch to a matched list of 2,000 target accounts, layered by job title. CTR drops to 0.4%, but CPL falls to £90, CVR jumps to 13%, and ROI hits 420%. Fewer leads, but every one is a pipeline opportunity.
- You retarget 1,200 site visitors. CTR is 1.2%, CPL is £65, CVR is 22%, ROI is 700%. Volume is low, but every lead is gold.
Lesson: The tighter the audience, the higher the quality—and the more elite your metrics can become.
FAQ: B2B LinkedIn Ads Benchmarks & Metrics
Q: What's a good CTR for LinkedIn Ads?
A: 0.5%+ is solid for broad, 0.3%+ for tight, 0.8%+ for retargeting. Elite is 0.8%+, 0.5%+, and 1.5%+ respectively.
Q: What's a good cost per lead (CPL)?
A: £180 or less for broad, £120 or less for tight, £90 or less for retargeting. Elite is £120, £80, and £60 or less.
Q: How do I calculate ROI on LinkedIn Ads?
A: Divide pipeline or revenue generated by ad spend. 2x+ is good, 4x+ is elite. For retargeting, 8x+ is possible.
Q: How do I improve my LinkedIn Ads performance?
A: Test new hooks, tighten targeting, refresh creative, and track pipeline—not just clicks.
Q: What if my audience is too small?
A: Expand with lookalikes, or run more top-of-funnel to fill your retargeting pool. Quality > quantity.
Q: How do I know if my numbers are good?
A: Compare to the right row in the table above—never to a generic average.
💥 Ready to Benchmark Like a Pro (and Actually Win)?
Let's be brutally honest: staying average is expensive. Every month you run with "good enough" metrics, you're leaking pipeline, wasting budget, and letting competitors eat your lunch. The difference between average and elite? It's not luck—it's relentless benchmarking, diagnosis, and action.
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