LinkedIn is the only ad platform where you can reliably target a VP of Operations at a manufacturing company with 200 to 1,000 employees in Ohio, Ontario or the Midlands. That precision is why B2B marketers love it, and why it costs more than any other platform.
Why LinkedIn clicks cost more
You are paying for accuracy. Clicks on LinkedIn commonly cost several times more than on Meta, and LinkedIn also sets a minimum daily budget per campaign. That means the maths only works when the value of one new customer is high.
A quick test: is LinkedIn right for you?
- Is a new customer worth several thousand dollars or pounds, or more?
- Can you describe your buyer by job title, seniority, industry and company size?
- Is your sales cycle long enough that trust matters before the first call?
- Do you have something worth offering: a report, benchmark, demo or consultation?
If you answered yes to most of these, LinkedIn deserves a test. If not, start with Google Search or Meta.
Offers that work on LinkedIn
- An industry benchmark or short research report.
- A checklist or calculator built from your expertise.
- A product demo or site visit for qualified buyers.
- A short consultation framed around one specific problem.
"Contact us" and generic brochures rarely work. See our guide to LinkedIn Lead Gen Forms for setup details.
Targeting differences by market
United States
The largest audience and the most competition. Narrow by state, industry and company size, and exclude your existing customers and competitors.
United Kingdom
A smaller, denser market where the same decision-makers see ads repeatedly. Plan regular creative refreshes and build consent wording into forms for UK GDPR and PECR.
Canada
Smaller audiences again, so go broader on job function and use province targeting where needs differ. Plan French versions if you sell into Quebec, and capture consent for follow-up under CASL.
How to keep cost per lead under control
- Retarget people who engaged with your company page, videos or website first. They are usually the cheapest audience.
- Pair ads with founder content so buyers recognise the name. See founder-led LinkedIn content.
- Add one or two qualifying questions to lead forms.
- Judge campaigns on meetings booked, not form fills.
We run LinkedIn and Google campaigns for B2B companies in the US, UK and Canada, reporting in cost per meeting rather than clicks.