The numbers every B2B marketer wishes they had before planning their 2026 budget.

LinkedIn is an odd platform.

It’s expensive.

It’s occasionally clunky.

And yet… it’s still one of the most powerful ways to reach B2B decision-makers who actually have authority, budgets, and problems you can solve.

As we move into 2026, LinkedIn’s ad ecosystem is changing fast:

• new AI creative tools,

• new audience modelling formats,

• rising CPMs,

• and a lot more competition from SaaS, FinTech, and professional services brands who’ve finally cottoned on to the fact that organic isn’t enough.

So if you’re putting together a channel strategy, a board report, or a full PPC plan for next year, these are the LinkedIn ad stats that matter, not the vanity numbers floating around in generic “social media trends” slides.

Let’s dig in.

1. LinkedIn now reaches over 1 billion members globally

LinkedIn officially crossed the 1bn member mark, with the strongest growth coming from the UK, US, India, and EMEA tech hubs. But more reach = more competition = more expensive auctions.

Why it matters:

Even niche B2B audiences now exist at meaningful scale.

2. LinkedIn users are 2.7x more likely to engage with branded content compared to other platforms

This stat has held strong through 2024/25, because LinkedIn users are in an active “work mindset.”

Why it matters:

Your content doesn’t have to fight the same level of distraction that plagues Meta or TikTok.

3. Average LinkedIn CPM sits between £18 - £32 in 2025

(Source: Impactable)

LinkedIn still has one of the highest CPMs in paid social and it continues to rise year-on-year by ~3 - 8%, and you can expect to see that rise to  £20 - £35 CPM in 2026 for most B2B campaigns.

4. Average LinkedIn CPC ranges from £4.50 - £7.50

(Source: LinkedIn Benchmarks Report)

This varies heavily by industry, but SaaS, consulting, and FinTech tend to sit at the upper end.

Why it matters:

LinkedIn is a quality traffic channel, not a cheap one.

Use it for persuasion, not click-chasing.

5. Sponsored Content CTR averages 0.44 - 0.65%

(Source: LinkedIn Benchmarks Report)

But while this might be the average CTR, a “good” CTR is more like 0.55 - 0.8%.

6. Message Ads (InMail) have an average open rate of 40 - 55%

(Source: LinkedIn Benchmarks Report)

Still one of the highest open rates in the entire paid advertising landscape. But click-through sits between 3 - 7%, so it’s best used for mid-funnel nurturing, not mass acquisition.

7. Lead Gen Forms convert 2 - 3x higher than website forms

(Source: LinkedIn Marketing Solutions)

Native Lead Gen Forms regularly convert at 15 - 20%, compared to 4 - 9% for most website forms. Mostly because they’re convenient, but the trade-off is lead quality, so always use enrichment or a solid CRM qualification workflow.

8. 75% of B2B buyers now use social media as part of their buying journey

(Source: Gartner B2B Buying Study)

This stat keeps climbing each year, and LinkedIn is the most influential channel within that journey. And unless you hadn’t heard, TOFU campaigns are no longer optional.

9. Video ads increase purchase intent by 20%

(Source: LinkedIn B2B Institute)

Video isn’t always the cheapest, but it consistently increases ad recall and intent. Use brand storytelling, product explainers, founder videos, and social proof clips for the greatest impact.

10. Retargeting CTRs are 2 - 3x higher than cold-audience CTRs

(Source: LinkedIn internal insights)

Even a tiny retargeting audience can dramatically improve efficiency, especially for SaaS and high-consideration products. Retargeting CTR benchmarks: 0.9–1.4%

11. Companies using Thought Leadership ads see a +14% lift in brand perception

(Source: LinkedIn + Edelman B2B Thought Leadership Impact Study)

Thought Leadership is now a measurable paid format, and it genuinely shifts consideration. In 2026, creative quality and substance will matter more than ever.

12. 52% of B2B buyers are more likely to buy from a company that shows up consistently on LinkedIn

(Source: LinkedIn + Edelman B2B Thought Leadership Impact Study)

Consistency beats “big splash” campaigns every time.

For 2026:

Plan always-on activity.

Then layer in campaigns.

Then retarget.

It’s a loop, not a funnel.

What These LinkedIn Ad Stats Actually Tell Us About 2026

On paper, LinkedIn looks expensive.

In reality, it’s simply more honest about what B2B marketing costs.

This data paints a very clear picture of where LinkedIn advertising is heading:

1. CPMs and CPCs will keep rising

More competition + more budget shifting away from brand-safety concerns on other platforms.

2. Creative quality is the new battleground

The days of “whitepaper download + stock photo + generic headline” are over.

2026 rewards specificity, strong POVs, and actual insight.

3. First-party data and CRM workflows matter

If you’re not connecting Lead Gen Forms, CRM scoring, audience enrichment, and retargeting loops… you’re paying LinkedIn premium prices for mediocre results.

4. Brand building and consideration are now quantifiable

LinkedIn’s B2B Institute and Nielsen studies finally give us measurable proof that brand-first campaigns drive pipeline and lower CAC, even if last-click ROAS looks underwhelming.

Final Thoughts (and a gentle nudge)

LinkedIn isn’t the cheap channel.

It’s the strategic channel.

And these benchmarks show exactly where your performance should sit going into 2026, across CTR, CPC, CPM, conversion rates, engagement, and buying behaviour.

If your numbers are wildly off, it’s usually not the platform.

It’s structure, targeting, creative quality, or a tracking setup that deserves a stern talking-to.

If you’d like a second pair of eyes on your LinkedIn ads, or want a proposal that’s actually tailored instead of “copy-paste with your logo on it”, request a free proposal from Lever Digital.

We’ll help you build a profitable LinkedIn PPC strategy powered by real data, not guesswork.

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