There’s a reason why LinkedIn is the preferred choice for many B2B marketers.

If you compare it to other social channels like Facebook Ads and Twitter Ads, where the whole world is on there and could be doing anything, for any reason - LinkedIn enables you to get you in front of your target audience, no matter how niche, when they are in a work mindset. That is why the CPCs are so high. LinkedIn can charge more, because the value they provide to advertisers can be very high.

That being said, is it really worth it?

It ultimately depends what kind of business you are, who your audience is, the marketing budget you have access to and what your objectives may be. When it comes to B2B lead generation though, I’d almost always say yes, 100%. At least as a test.

Why? While LinkedIn users are typically not ready-to-buy in the same way that they are likely to be on Google, the targeting functionality is simply unparalleled and well worth the extra $ per click. You can hone in on specific job functions, titles, years of experience, seniority, geographic region, even interests, group membership and skills. Meaning, you can get your ads in front of exactly the right people, at the right time.

And while lead volume may be lower than other channels, the proportion of higher quality leads, in your target audience that are likely to convert, is typically much better.

So yes, while you may be spending a bit more on a cost per click basis to run LinkedIn ads, the payoff is worth it most of the time. It’s always best to test, and then check your ROAS to be sure.