How much does a B2B lead from LinkedIn Ads cost?
Typically €70–250 per lead, with clicks at €5.50–14. Once only leads who agree to a call are counted, a booked meeting usually costs €200–400 or more.
The price starts with the click. LinkedIn feed clicks for B2B audiences typically cost €5.50–14, more than most other networks, because you pay for precise targeting by job title, company size and industry. Senior titles and narrow audiences sit at the top of that range.
From click to lead: Lead Gen Forms, which are pre-filled from the member's profile, usually convert better than sending traffic to a landing page. Say you pay €8.40 per click and 6% of people who click submit the form: each lead costs €140. If one in three leads agrees to a call, the meeting costs €420, close to the €200–400 per booked meeting typical of paid channels.
Not every form fill is a lead in the sales sense. Many people submit a form to download a guide and never planned to talk. Measure cost per qualified conversation, not cost per form, and compare it with the conversion rates to expect from PPC before you scale the budget.
What moves the cost per lead
- Audience sizeNarrow audiences of a few thousand people push prices up. Broaden by company size or adjacent job titles before you raise bids.
- The offerA concrete checklist, benchmark or template converts cold audiences better than a request to book a demo.
- Form or landing pageLead Gen Forms lower friction, landing pages filter better. Run both for two weeks and compare cost per qualified lead.
- Speed of follow-upLeads contacted within a day turn into calls far more often than leads left in a spreadsheet for a week.
LinkedIn Ads make sense when your deal size can carry a €300–500 meeting and someone calls new leads the same day. If you mainly need conversations with decision makers and every euro counts, compare it with a model that charges only for calls that take place, such as Meetcatcher. Our comparison of LinkedIn Ads and Meetcatcher covers the difference in detail.