100+ LinkedIn Advertising Statistics to Improve Your B2B Marketing Campaign

Stephanie Jensen

As a B2B business, how do you create an effective LinkedIn marketing strategy? Many advertisers start by reading LinkedIn advertising statistics to know which tactics will benefit their marketing efforts.

If you’re looking for the latest stats on all things LinkedIn, you’re in the right place. We’ve curated 100+ LinkedIn ad stats to inspire your next B2B ad campaign.

Jacqueline Foster

Demand Generation Marketing, Lever.co

We can count on them to bring new ideas to the table consistently

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Keep an eye out for: Common Types of Misleading Statistics in Advertising – And How to Spot Them

General LinkedIn Statistics

LinkedIn is the most trusted social media platform in the world. (Demand Sage)
As of 2022, LinkedIn is the seventh-fastest growing brand in the globe–they have an annual brand growth of 63%. (Influencer Marketing Hub)
More than 58 million companies are listed on LinkedIn. (Hootsuite)
47% of businesses on LinkedIn are SMBs. (Demand Sage)
80% of B2B marketers use LinkedIn Ads. (Hootsuite)

Tuesday is the best day of the week to post on LinkedIn. (Influencer Marketing Hub)

LinkedIn is the second-most popular platform for B2B marketers, right behind Facebook. (Oberlo)
The best time to post on LinkedIn is around noon. (Influencer Marketing Hub)
LinkedIn is the most popular platform for B2B lead generation. (Influencer Marketing Hub)

Image Source: NP Digital

4 out of 10 B2B marketers state LinkedIn is the best channel for driving high-quality leads. (Influencer Marketing Hub)
89% of B2B marketers use LinkedIn for lead generation. (Sprout Social)
Nearly one-third of U.S. adults are on LinkedIn. (Influencer Marketing Hub)

LinkedIn Ads have a potential reach of 900.2 million. (DataPortal)
LinkedIn Ads reach in the U.S. is 160 million. Second place is India, with 62 million users, and the third is China, with 50 million users. (Oberlo)
Bermuda has an ad reach of 104.8%. (Influencer Marketing Hub)
LinkedIn has better brand awareness in the UK than in the U.S. (Influencer Marketing Hub)
LinkedIn is the most popular B2B advertising platform. (Influencer Marketing Hub)
LinkedIn Ads have a 1.6% quarterly growth in reach. (Oberlo)
LinkedIn advertising is available in 19 languages. (LinkedIn)
Year-over-year change in LinkedIn ad reach is +11.4%. (DataPortal)
Businesses with an active LinkedIn page receive 7x more impressions, 5X more page views, and 11x more clicks per follower. (Demand Sage)
LinkedIn recommends having 300 followers before running an ad campaign. (Sprout Social)
LinkedIn is responsible for 50% of social media traffic for B2B websites and blogs. (Demand Sage)
LinkedIn is available in over 200 countries and territories. (Oberlo)
LinkedIn discontinued geo-targeting in sponsored messaging campaigns in the EU as of January 10th, 2022. (Demand Sage)
There are over 10,000 B2B software pages on LinkedIn. (Demand Sage)
2.7 million companies post on LinkedIn every day. (Hootsuite)

LinkedIn users with a profile picture are 7X more likely to be found. (Demand Sage)
In 2026, LinkedIn is expected to generate $7.7 billion USD in ad revenue. (Statista)
80% of B2B marketing leads come from LinkedIn. (LinkedIn)
40% of B2B buyers state LinkedIn is the most effective channel for driving high-quality leads. (Hootsuite)
Over 50% of LinkedIn marketers state they want to run product and demand campaigns simultaneously. (Demand Sage)
69% of marketers state that hyper-targeting is more successful than a broader approach. (Demand Sage)
Microsoft acquired LinkedIn in 2016. (LinkedIn)

User LinkedIn Statistics

LinkedIn has more than 930 million members. (LinkedIn)
LinkedIn is expected to have 1 billion users by 2025. (Demand Sage)
57% of traffic comes from LinkedIn app users. (Demand Sage)
16.2% of LinkedIn users are on the app daily. (Demand Sage)

3 new members sign up on LinkedIn every second. (Demand Sage)

Mobile traffic is expected to increase five-fold between 2018 and 2024. (Oberlo)
The average user spends seven minutes at a time on LinkedIn. (Sprout Social)
4 of 5 LinkedIn users drive business decisions. (Hootsuite)
Nearly 25% of LinkedIn’s users are senior-level influencers. (Oberlo)
56.3% of LinkedIn’s users are male, and 43.7% are female. (DataPortal)
LinkedIn ads are more likely to reach men than women. (Influencer Marketing Hub)
60% of LinkedIn users are in the millennial age group. (Statista)

Most LinkedIn users are American, totaling 200 million users from the U.S. (Statista)
American LinkedIn users are the most likely to access the website on a desktop. (Sprout Social)
Members from the U.S. account for 31.6% of LinkedIn’s traffic. (Demand Sage)
30% of LinkedIn users live in urban areas. (Sprout Social)
97% of Fortune 500 CEOs are on LinkedIn. (Influential Executive)
There are 172,800 new LinkedIn users every day. (Klient Boost)
One-third of LinkedIn users hold a Bachelor’s Degree. (Sprout Social)
46 million LinkedIn users are university students. (Shorelight)

53% of LinkedIn’s users have a high monthly income. (Sprout Social)

India has the second-most LinkedIn members, with 101 million users. (Demand Sage)
#India is the most followed hashtag. (Hootsuite)
LinkedIn’s international base grew at double the pace of the US market in Q1 2023. (Hootsuite)
Only 51% of LinkedIn users have complete profiles. (The Mighty Marketer)
There are over 20 million job postings at any given time. (Smart Blogger)
52 million people use LinkedIn to search for jobs every week. (Hootsuite)
There are 101 job applications submitted on LinkedIn every minute. (Hootsuite)
Eight people are hired on LinkedIn every minute. (Hootsuite)
Confirmed hires were up by 110% YoY as of 2022 Q2. (Demand Sage)
The most popular industries for job postings are transportation, logistics, customer service, finance, and construction. (Influencer Marketing Hub)
Former full-time employees on LinkedIn left for freelance (9%) and self-employed (6%) work ever since January 2022. (LinkedIn)

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LinkedIn Ad Content Statistics

Sponsored posts are the most effective advertising format on LinkedIn. (Demand Sage)
An ad on LinkedIn can reach 14.6% of the world’s population. (Hootsuite)
50% of companies are seen as “higher-quality” after they start a LinkedIn advertising campaign. (Hootsuite)
97% of B2B marketers use LinkedIn as a content distribution platform. (Klient Boost)
91% of marketing executives turn to LinkedIn to consume high-quality content. (Klient Boost)
Most LinkedIn users share “The Future Of…” posts. (Kleint Boost)

Pages that post weekly have 5.6X more followers than those that only post monthly. (Hootsuite)

Polls and listicles are the best-performing content on LinkedIn. (Sprout Social)
60% of LinkedIn users seek industry insights. (Demand Sage)
78% of marketers add advertising to their LinkedIn marketing strategy. (Klient Boost)
Thought leadership is important to 90% of B2B decision makers. (Sprout Social)
Half of C-suite executives want to spend one hour per week engaging with this type of content. (Sprout Social)
Headlines under 150 characters lead to more engagements. (LinkedIn)
LinkedIn live streams receive 7X reactions and 24X comments than regular social media videos. (Hootsuite)
LinkedIn posts with images receive 2x higher comment rates. (Hootsuite)

Ads with images have a 38% higher CTR than other forms of content. (Sprout Social)
High-resolution images generate a 38% higher CTR. (Demand Sage)
Single-image sponsored ads have a CTR of 0.56%. (TheB2BHouse)
Video sponsored content has a CTR of 0.44%. (TheB2BHouse)
Brand and acquisition messages are 6X more likely to convert. (Sprout Social)
Message ads have an open rate of 30%. (TheB2BHouse)
Text ads have a CTR of 0.02%. (TheB2BHouse)
Carousel sponsored content has a CTR of 0.40%. (TheB2BHouse)
Standard dynamic ads have a CTR of 0.06%. (TheB2BHouse)
Ads with 4 images are 4X more engaging. (Sprout Social)
Ads with 8 images receive the most engagement. (Demand Sage)
Ads with 11 images receive the second-most engagement. (Influencer Marketing Hub)

Adding a lead generation form to messaging ads results in 4X more leads. (Demand Sage)

90% of people want to see more video content in 2023. (Influencer Marketing Hub)
Videos get 5X more engagement. (Sprout Social)
Video ads must draw an audience in within the first 10 seconds before losing a lead’s attention. (Sprout Social)
LinkedIn users are 20X more likely to share a video than any other type of post. (Sprout Social)
71% of consumers think it’s important for brands to take a stand on sensitive issues and spread awareness. (Sprout Social)
Short-form videos are 2X more engaging than long-form videos. (Sprout Social)
34% of consumers want to see more authentic and less-produced videos. (Sprout Social)
Advertisers should add a CTA to every LinkedIn ad. (Influencer Marketing Hub)
Use hashtags in your ads to reach a wider audience. (Influencer Marketing Hub)
Other than #India, the most popular hashtags are #innovations, #management, #HumanResources, #DigitalMarketing, #technology, #creativity, #future, #entrepreneurship, and #careers. (Influencer Marketing Hub)

Ad Costs and ROI LinkedIn Statistics

58% of marketers say LinkedIn posts and ads generate the best value in terms of ROAS. (Klient Boost)
LinkedIn generated 2-5X the ROAS of other social media platforms. (Demand Sage)

LinkedIn’s CPC averages between $2-$7. (Klient Boost)

62% of B2B marketers say LinkedIn produces leads. (Sprout Social)
LinkedIn ad managers see successful conversions 65% of the time. (Klient Boost)
Marketers see 2X higher conversion rates on LinkedIn than on other platforms. (Hootsuite)
LinkedIn Ads have the potential to produce a 2.74% lead-to-conversion rate. (Klient Boost)
1,000 LinkedIn impressions cost $6.05. (Klient Boost)
Brands see a 33% increase in purchase intent after advertising on LinkedIn. (Hootsuite)
Advertisers who use LinkedIn’s conversion tracking tools see 13.5% lower cost per acquisition. (Hootsuite)
LinkedIn members have double the buying power compared to other online audiences. (Hootsuite)
Cost-per-lead on LinkedIn is 28% lower than Google Ads. (Sprout Social)
73% of B2B marketers say video had a positive impact on their ROI. (Sprout Social)
LinkedIn recommends a B2B marketing budget that invests 54% in demand marketing and 46% in product to capture and convert more leads. (Demand Sage)

Why Should You Use LinkedIn Advertising?

If these statistics aren’t proof enough that you should incorporate LinkedIn Ads in your marketing plan, understand that some of the most influential decision-makers in your niche are on LinkedIn:

Millions of businesses of all sizes are on the platform. This also includes key decision-makers, such as some impressive Fortune 500 executives. Most B2B buyers use it for product research and decision-making, making this one of the most effective business advertising channels.

Compared to other mainstream social networks, LinkedIn is the most trusted platform. While social channels like Instagram are better for B2C advertising, a LinkedIn post will help you convert more B2B leads. Plus, it can generate a better ROAS than other social media channels, and cost-per-lead is cheaper than Google Ads.

Because LinkedIn is a powerful advertising tool, this channel offers the latest content capabilities and tools to help businesses reach a wider B2B audience. This includes photos, videos, and even live streams.

Advertisers can also track conversions, and businesses can view objectives such as engagements, brand awareness, lead generation, qualified traffic to your website, and website conversions.

Types of LinkedIn Ads

There are several types of ads available to businesses on the LinkedIn platform, including:

Text ads
Sponsored content
Paid video ads
Sponsored InMail
Dynamic ads
Carousel ads

Advertisers also have the option to boost organic posts.

Why Some Companies Don’t Use LinkedIn Advertising

Despite the many benefits and powerful advertising tools that LinkedIn offers B2B companies, some still prioritize other marketing channels. What drives these companies to look elsewhere for their marketing needs?

There are a few reasons that businesses may focus their advertising efforts on other platforms.

One primary consideration is the high advertising price. The average CPC is $5.58, compared to Google Ads, whose CPC is usually between $2 and $4. But despite the difference in CPC, the above statistics reveal that LinkedIn’s cost-per-lead is lower than Google Ads, and it produces a better ROAS than other social advertising platforms.

Another reason companies may put their ad dollars towards other platforms is the audience that they will reach. Advertisers may have discovered that their audience is more active in different corners of the Internet.

Alternatively, their target audience may be active on LinkedIn, but they have not yet built enough followers on the platform to fully take advantage of this opportunity.

Budgeting correctly while targeting the right B2B buyers will ensure you can increase your ROI and convert leads. Use these LinkedIn statistics to understand your audience and how to create a winning advertising strategy.

Dive Deeper: The Ultimate Guide to Creating a LinkedIn Ads Campaign

Is LinkedIn Advertising Right for Your Company?

These statistics prove that LinkedIn Ads have the potential to reach high-quality buyers and leads all over the world, making it an effective solution for most businesses.

But some companies may yield better results when advertising elsewhere. For example, Facebook and Instagram are the most popular advertising channels, especially favored by B2C advertisers.

While Facebook is also popular for B2B advertisers, marketers attracting business leads will have more success advertising on LinkedIn than Instagram.

The top industries on LinkedIn are:

Construction
Healthcare
Real estate
Computers and technology
Retail
Marketing
Finance

However, some industries, like Healthcare, will require a higher cost-per-lead to reach your target audience:

Businesses must create a marketing plan that appropriately allocates their advertising budget to achieve the best results.

But most companies targeting one of these popular niches will still see better success on LinkedIn than on other channels.

Final Thoughts on LinkedIn Advertising Statistics

LinkedIn is among the most effective social advertising channels for B2B brands. As one of the most trusted social platforms in the world, it allows businesses to attract and convert leads while boosting their ROAS.

The platform has over 930 million members, many of whom are executives at Fortune 500 companies and key decision-makers in their organizations. B2B advertisers not only have the opportunity to increase sales but improve relationships with customers.