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B2B Paid Social Benchmarks: What We Learned From $15M in Spend on Facebook and LinkedIn

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Click through rate (CTR): CTR is an early indicator of the relevance and appeal of your campaign to your target audience. A CTR of 0.60% to 1% is considered good. You’ll optimize to this metric if you’re running a brand campaign, while you’ll optimize to CPL for lead gen. How to look at the data.

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B2B Paid Social Benchmarks: What We Learned From $15M in Spend on Facebook and LinkedIn

Metadata

Click through rate (CTR): CTR is an early indicator of the relevance and appeal of your campaign to your target audience. A CTR of 0.60% to 1% is considered good. You’ll optimize to this metric if you’re running a brand campaign, while you’ll optimize to CPL for lead gen. How to look at the data.

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The Framework You Need for Successful Marketing Experimentation

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This is where experimentation comes in —you need to try new things to get your CPL down to $67 for those last 30 leads. After you have enough solid ideas down on paper, add data to help prioritize the experiments. For instance, metrics to watch for an MVP would be CTR, CPL, and lead conversion.

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The Framework You Need for Successful Marketing Experimentation

Metadata

This is where experimentation comes in —you need to try new things to get your CPL down to $67 for those last 30 leads. After you have enough solid ideas down on paper, add data to help prioritize the experiments. For instance, metrics to watch for an MVP would be CTR, CPL, and lead conversion.

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Best Practices to Successfully Prepare and Optimize Your B2B PPC Campaigns

Launch Marketing

To learn more, follow this link to download your own copy of the white paper and get various digital marketing best practices. Some key metrics to keep an eye on include CTR, CPC, number of conversions, conversion rate and cost per acquisition or cost per lead (CPL). Use the metrics to make data-driven decisions.

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LinkedIn Advertising Best Practices and Advanced Tips

Webbiquity

Selecting Your Ad Format Single image ads are the most commonly used format, but video ads also work well for promoting blog posts, ebooks, and white papers. Using multiple ad variations will maximize delivery and optimize your CTR. Average CTR: LinkedIn report that their average is 0.45%. Anything above this is a win.

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The Ultimate Guide to Creating a LinkedIn Ads Campaign in 2024

Single Grain

Further, as Google Ads’ cost-per-lead (CPL) continues to increase at the same time as its conversion rate goes down, Sprout Social notes that LinkedIn’s CPL is 28% lower than Google’s, while the average CTR ranges from 30% to 65% depending on the ad type. At the end of the day, it’s CPA (cost per acquisition) that matters.