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Channel
B2B advertising benchmarks
LinkedIn, Google Search, Programmatic ABM, content syndication, intent-data targeting. ICP-fit and multi-touch attribution are the strategic challenges.
Share of digital ad spend: Subset of paid-social + paid-search above
Channel snapshot
Avg CPL $95–650 by ACV tier. Lead-gen-form CVR 8–18%. Sales-cycle 60–360 days.
How to operate this channel
Operator playbook
- Use intent data (6sense, Bombora) to layer onto LinkedIn targeting.
- Treat top-of-funnel as brand-building, not lead-gen — measure pipeline-touched, not MQL.
- Multi-channel ABM beats single-channel by 2.3x on close rate.
- Sales + marketing alignment is the rate-limiter — service-level agreements on lead handoff.
- Brand-touched MQLs convert 2.4x — fund brand alongside performance.
Platforms in this channel
How to read these benchmarks
Use the B2B advertising ranges below to locate your account, then act on the gap. a result inside the range usually means the constraint is elsewhere - offer, landing experience, or measurement - while a result well outside it points straight at targeting, creative, or bid strategy. Compare like with like - same funnel stage, same objective, same season - because a top-of-funnel number judged against a bottom-of-funnel benchmark will always mislead.
How to use this page. Find the funnel stage you are buying, read the range, and calculate the gap to your live numbers. Model the revenue impact of closing that gap with the break-even ROAS and CAC payback calculators, then pressure-test the plan against the full 2026 benchmarks compendium.
Sourcing. Ranges are RGM's 2026 synthesis of platform-reported figures and aggregated account data, expressed as medians and typical spreads rather than single points. They move with season, auction pressure, and creative quality, so re-check them each quarter.