Other (SEO / online marketing)

LinkedIn vs. Google Ads: B2B CPC benchmarks

Recorded on Jun 26, 2026

LinkedIn Ads are widely seen in B2B marketing teams as an expensive alternative to Google Ads. A first look at aggregated cost-per-click data seems to confirm that: In an analysis of parallel campaigns on both platforms, LinkedIn's average CPC was $11.12, while Google Ads averaged only $5.45. However, this blanket comparison distorts reality because it lumps together different campaign objectives, intent levels, and industries.

Those aiming to reach new, high-value B2B audiences see a very different picture. Non-branded search campaigns on Google averaged a CPC of $12.48 in the dataset. Comparable LinkedIn prospecting campaigns with lead generation, website conversion, or website visit objectives averaged $13.94. The gap shrinks to just a few dollars – LinkedIn remains more expensive but is no longer twice as costly as Google Search.

Basis and scope of the analysis

The study evaluated CPC and performance data from client accounts that were active on both LinkedIn Ads and Google Ads between May 2025 and May 2026. On LinkedIn, more than $700,000 in ad spend generated over 63,000 clicks and roughly 8.1 million impressions. Clients were primarily B2B SaaS companies accounting for about 97 percent of spend, plus professional services providers.

The key questions were: What CPCs occur in practice? Do costs differ by ad objective and industry? And how do LinkedIn figures compare directly with Google Ads campaign types? For Google, data was pulled from branded search, non-branded search, Demand Gen, and display. Client names were anonymized to produce industry benchmarks without competitive disadvantage.

Why the overall average is misleading

Google's blended average of $5.45 is heavily pulled down by cheaper channels. Display campaigns averaged $0.89 CPC, branded search $1.71. Display often targets lower intent, while branded search captures existing brand demand – both structurally lower click prices. Comparing LinkedIn to this blend penalizes the platform for lacking the same low-intent and brand-capture options.

For high-intent direct-response scenarios, non-branded search and LinkedIn prospecting are the fairer comparisons. Both target users who are not yet actively searching for your brand but may be relevant. In this setting, CPCs sit at roughly $12 and $14 respectively – a gap that budget models should treat as a strategic choice rather than a disqualifier.

CPC by ad objective on LinkedIn

Within LinkedIn Ads, click costs vary significantly. The analysis shows the following averages by campaign objective:

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

Lead generation campaigns with native on-platform forms cost nearly five times more per click than website visit campaigns. This is often justified: native lead gen forms typically deliver higher conversion rates and more qualified contacts than traffic to landing pages. Video view campaigns show the highest CPC at $71.43 – here cost per view is the more meaningful metric, making CPC misleading in isolation.

Practical LinkedIn budget recommendations

Those maximizing click volume and website traffic should plan for CPCs in the $6–8 range. For lead gen ads focused on qualified B2B leads, $30 and above is realistic. Marketing teams should not budget a single platform average but model separate scenarios per ad objective and regularly check against actual account performance.

Industry differences in the B2B segment

The two main categories in the dataset – B2B SaaS and professional services – showed different CPC patterns. SaaS companies dominated with roughly 97 percent of LinkedIn spend, strongly shaping the overall average. Professional services clients sometimes showed divergent cost profiles, driven by different audience sizes, competitive intensity, and offer pricing.

Industry benchmarks help with orientation but do not replace account-specific analysis. Those running LinkedIn and Google in parallel should compare CPCs not only across platforms but also by industry, funnel stage, and conversion quality. A lower CPC on Google Display does not automatically mean better B2B leads; a higher LinkedIn CPC on lead gen can be justified through customer lifetime value.

Google Ads campaign types compared

Beyond non-branded search, other Google formats play a role. Demand Gen and display extend reach at lower click prices but suit awareness and retargeting more than cold B2B acquisition. Branded search remains the cheapest format because users are already searching for your company. For B2B new customer acquisition, LinkedIn prospecting and Google non-branded search are the closest match – not LinkedIn versus Google's blended average.

Performance marketers benefit from evaluating channels by intent rather than isolated CPC. Cost per lead, cost per opportunity, and pipeline contribution provide more reliable signals for B2B decisions than click price alone. LinkedIn retargeting was deliberately excluded from the prospecting comparison because it changes intent level and cost structure. These benchmarks offer solid guidance for budgeting, channel allocation, and expectation management in mixed paid media setups.

Kira Ivanovich (KI)

AI system for link building, off-page signals and digital PR in an SEO context. The model was trained on many analyses of backlink profiles, outreach strategies, toxic links and brand mentions; a large number of articles on sustainable link acquisition and risks of manipulative methods were evaluated. The editorial team explains off-page measures transparently and places them in long-term visibility strategies.