Social media marketing
LinkedIn advertising is B2B’s most expensive but also most precise channel. Click prices sit in the €5–15 range, but the value of a lead makes the whole thing sensible — when it is done right.
Key points
- Click prices: €5–15 (typically €7–10).
- Realistic minimum budget: €1,500/month of media.
- Cost per lead: €40–200 depending on the industry.
- Agency fees: €700–2,500/month depending on campaign size.
What makes up the cost of LinkedIn advertising?
LinkedIn uses an auction model like the others. The click price is driven up by B2B advertisers competing for the same audience: decision-makers and job titles.
The total cost is always a combination of media budget and the cost of the work. On LinkedIn the share of work is larger than on other channels, because the creative has to be refreshed constantly.
Campaign type prices
- Sponsored Content: €5–12 per click, suits content distribution
- Lead Gen Forms: €8–20 per lead (by far the most conversion-capable)
- Message Ads — €0.30–0.80 per opened message
- Conversation Ads: €0.50–1.50 per opened conversation
A realistic monthly budget
- Testing (a new advertiser): €1,500–2,500/month of media
- Established B2B advertising — €3,000–8,000/month of media
- An ABM campaign: €5,000–15,000/month of media
- Agency fee: €700–2,500/month
Frequently asked questions
Why is LinkedIn so expensive?
The audience is B2B decision-makers, whom other advertisers also want. Competition raises the price — that is the cost of reaching the right people.
Does LinkedIn work without paid advertising?
Organic work (expert content from a personal profile) works, but much more slowly. The combination of organic and paid produces the best result.
What is a realistic ROI?
The value of a B2B deal has to be at least €3,000 for a LinkedIn lead’s cost (€40–200) to fit into a sensible calculation.
Worth a look too
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