LinkedIn Ads CPC benchmarks: How costs compare with Google Ads

LinkedIn Ads has a estimation for being expensive. The information supports that astatine first glance.

Across the customer accounts analyzed for this study, LinkedIn’s mean CPC was $11.12 compared pinch $5.45 connected Google Ads.

However, that comparison doesn’t show the full story.

When we comparison the costs of reaching new, high-intent B2B buyers, the spread narrows considerably. Non-branded Google Search campaigns averaged a $12.48 CPC, while comparable LinkedIn prospecting campaigns averaged $13.94.

To spot really LinkedIn CPCs comparison pinch Google Ads crossed run types and industries, I analyzed much than $700,000 successful LinkedIn advertisement walk and CPC information from the aforesaid accounts connected Google Ads.

What’s included successful this analysis

I looked specifically astatine CPC and capacity information for clients who had progressive campaigns connected some LinkedIn Ads and Google Ads complete the past year.

The questions to answer:

• What are the existent CPCs we’re seeing?
• Do CPCs disagree by advertisement group nonsubjective and industry?
• How do these CPCs comparison pinch those connected Google Ads?

For LinkedIn Ads, I analyzed much than $700,000 successful walk crossed 63,000+ clicks and 8.1 cardinal impressions.

Clients fell into 2 main business categories:

• B2B SaaS (approximately 97% of spend)
• Professional services.

I looked astatine CPCs by advertisement group nonsubjective and by business category.

In Google Ads, I pulled CPC information for the aforesaid customer accounts crossed branded search, non-branded search, Demand Gen, and show run types.

Client names are withheld. The day scope for this study was May 2025 done May 2026.

LinkedIn is much costly astatine first glance, but the comparison is much nuanced

LinkedIn’s blended mean CPC crossed each objectives was $11.12. Google’s blended mean CPC crossed each run types was $5.45.

On the surface, LinkedIn costs astir doubly arsenic overmuch per click.

There’s a large caveat, though. On Google Ads, a ample information of those clicks comes from show ($0.89 mean CPC) and branded hunt ($1.71 mean CPC). Both strategies are inherently low-cost because you’re either sportfishing successful low-intent waters (display) aliases capturing searches for your ain marque name.

However, if we look astatine the costs of reaching new, high-intent audiences, the CPC spread starts to close.

• The mean CPC for Google Ads non-branded hunt crossed clients successful this study was $12.48.
• On LinkedIn Ads, the mean CPC for prospecting campaigns (excluding retargeting) pinch lead generation, website conversion, aliases website sojourn objectives was $13.94.

I chose these objectives because they astir intimately correspond high-intent direct-response campaigns, putting LinkedIn connected much adjacent footing pinch non-branded search.

When comparing the costs of reaching a caller audience, LinkedIn isn’t overmuch much expensive. We’re looking astatine $12 CPCs connected Google and $14 CPCs connected LinkedIn. LinkedIn still costs more, but it’s nary longer double the value of Google.

LinkedIn CPCs alteration wide by objective

One absorbing uncovering successful this information group is the scope of CPCs crossed LinkedIn advertisement objectives:

• Website visits: $6.75
• Brand awareness: $8.34
• Website conversions: $4.84
• Engagement: $4.45
• Lead generation: $31.29
• Video views: $71.43

Lead procreation campaigns, wherever LinkedIn’s lead gen forms seizure interaction accusation straight wrong the platform, costs astir 5 times much per click than website sojourn campaigns. 

Given that these run types typically person overmuch higher conversion rates than ads that thrust postulation to a website aliases landing page, the higher CPC is easier to justify.

Full breakdown of CPCs by run objective:

One point that really jumps retired successful this array is that video views person extraordinarily precocious CPCs. However, costs per position (CPV) is the much applicable metric for those campaigns, making the CPC somewhat misleading successful isolation.

If you’re moving LinkedIn and optimizing for click measurement aliases tract traffic, fund for CPCs successful the $6-8 range. If you’re moving lead gen ads (which, successful my experience, thin to person overmuch higher conversion rates and beardown lead quality), scheme for $30+ CPCs.

LinkedIn CPCs besides alteration by industry

The 2 business categories successful the information showed notably different CPC profiles connected LinkedIn:

• B2B SaaS: $11.02 mean CPC (on $681,000 spend)
• Professional services: $15.25 mean CPC (on $23,000 spend)

One point to statement is the quality successful full walk betwixt the 2 sectors. B2B SaaS had a overmuch wider operation of run types, which apt influenced the CPC trend. The master services campaigns besides utilized very circumstantial targeting that whitethorn person contributed to their higher CPCs.

B2B SaaS CPCs by run objective:

Professional services CPCs by run objective:

Interestingly, the CPC for lead gen campaigns successful master services was little than for website sojourn campaigns. When comparing industries, lead gen CPCs successful master services were besides overmuch little than lead gen CPCs successful B2B SaaS.

If you’re a master services patient utilizing LinkedIn, facet successful $15-$20 CPCs erstwhile readying your run budget. For B2B SaaS, scheme for a overmuch wider range, from astir $7-$35, depending connected the run objective. 

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How does this comparison pinch Google Ads?

The trends are beautiful accordant crossed channels. Professional services still has higher CPCs than B2B SaaS successful this information set. If we’re comparing only non-branded hunt betwixt the 2 industries, the CPCs are closer, but master services still comes retired higher.

Breakdown of Google CPCs by run type: 

What should your LinkedIn Ads fund be?

Your targeting will person a immense effect connected your CPCs and fund requirements, but here’s a applicable model based connected this data:

Minimum viable budget: $3,000-$5,000/month

Below this level, you’re improbable to make capable postulation to thrust meaningful lead measurement aliases conversions. It will astir apt beryllium slow going erstwhile it comes to identifying meaningful trends, but you’ll astatine slightest beryllium successful the game. You’ll astir apt only beryllium capable to tally 1 aliases 2 campaigns.

Testing and learning: $5,000-$10,000/month 

This is apt capable fund to tally 2 aliases 3 objectives, motorboat much campaigns, trial imaginative and audiences, and make statistically meaningful lead volume.

Scaling: $10,000+/month

At this level, you tin tally always-on marque consciousness and thought activity campaigns alongside lead gen and website sojourn campaigns, support arena registrations and different trading initiatives, and research pinch much blase list-targeted campaigns and retargeting. You’ll beryllium capable to tally direct-response initiatives alongside brand-building efforts.

For B2B SaaS aliases master services companies pinch an ACV supra $20,000, I’d seldom urge starting LinkedIn pinch little than $5,000 per month. The economics of a azygous closed woody worthy $30,000-$50,000 successful ACV tin warrant important investment, moreover astatine a $500+ CPL, if the pipeline value is there.

What is the correct transmission operation for B2B?

I urge the pursuing attack to astir of our B2B clients:

Use Google Ads and Microsoft Ads for intent capture

Non-branded hunt catches buyers who are actively researching. Branded hunt and remarketing are lower-cost and essential. If personification is searching for your class keywords, you request to beryllium there.

We besides leverage Demand Gen and Performance Max wherever it makes consciousness to capable gaps and support marque awareness.

Use LinkedIn Ads for audience-led request generation

If your perfect customer floor plan is highly circumstantial — for example, VP-level decision-makers astatine mid-market SaaS companies — LinkedIn’s targeting is what you’re looking for. No different level lets you scope that type of master assemblage astatine scale.

Run some successful parallel

This is the strongest setup. Google captures existing demand. LinkedIn creates caller request and keeps your marque visible to the nonstop buyers you want successful your pipeline.

Why LinkedIn is worthy the higher CPCs

LinkedIn is much costly than Google connected a earthy CPC basis, but erstwhile you comparison apples to apples (both platforms reaching cold, qualified B2B buyers), the spread narrows significantly.

While CPCs tin beryllium higher, the finance is often worthwhile if you tin get successful beforehand of your target customers early successful the decision-making process. That’s much effective complete the agelong word than relying solely connected high-intent keywords aft buyers person already narrowed their database of solutions.

The perfect script is for your marque to go an progressive subordinate successful the decision-making process, shaping the communicative alternatively of letting competitors do it for you.

My return is to usage LinkedIn Ads to build intent and show your story, and usage Google Ads and Microsoft Ads to seizure intent. The fund will dangle connected your targeting, but you should beryllium capable to spend astatine slightest 100 clicks per month. Otherwise, you’re spending money connected ads without giving the strategy capable information to activity with.