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LinkedIn Advertising Stats - everything you need in 2026

We update our stats pages continuously, and this LinkedIn Advertising Stats page is no different. For B2B Advertisers, LinkedIn Advertising is hard to ignore — ad revenue reached $8.2 billion in FY2025, up 18.3% year-on-year, and is projected to hit $9.7 billion in 2026 (WARC, 2026).

LinkedIn Advertising Stats - everything you need in 2026
Riaz Kanani Updated growth go to market advertising linkedin ads

LinkedIn advertising revenue crossed $8.2 billion in FY2025, growing 18.3% year-on-year, with $9.7 billion projected for 2026. Advertiser demand is at an all-time high — and so far, the increase in ad volume has not resulted in a drop in overall performance.

Here’s what you need to know about LinkedIn Ads.

LinkedIn Advertising Revenue

  1. LinkedIn ad revenue reached $8.2 billion in FY2025, up 18.3% year-on-year (WARC, 2026)
  2. LinkedIn’s ad revenue is projected to reach $9.7 billion in 2026 (+18.5%) and $11.3 billion in 2027 (WARC, 2026)
  3. Q4 FY2025 was a milestone — LinkedIn exceeded $5 billion in quarterly revenue for the first time (Microsoft earnings, 2025)
  4. LinkedIn’s ad business now surpasses Snapchat, Pinterest, and Reddit in annual ad revenue (AdsMojo, 2026)
  5. LinkedIn video ads grew 30% year-over-year in FY2025 (Microsoft earnings, 2025)

What we know about LinkedIn Users

  1. Over 1bn users across over 200 countries (LinkedIn, 2025).
  2. About a third of the total users are active monthly and around 10-15% are active each day. (early 2020s, source no longer available).
  3. LinkedIn is increasingly being used to consume content rather than just searching for jobs (engagement was up 22% in 2022).
  4. Posts from CEOs grew 23% since 2023 (The Australian, 2024)
  5. 57% of LinkedIn’s traffic originates from smartphones
  6. On average, users spend 7 minutes and 38 seconds per visit on LinkedIn (2024)
  7. Users view on average 7.9 pages each visit (2024)
  8. There are 61m senior level influencers on LinkedIn (LinkedIn, 2016) - likely around 120m in 2025
  9. There are 50m decision makers on LinkedIn (LinkedIn, 2016) - likely more than 100m in 2025
  10. 60% of LinkedIn users are aged 25–34
  11. LinkedIn has approximately 600 million monthly active users and 134.5 million daily active users (AdsMojo, 2026)
  12. LinkedIn receives 1.77 billion visits per month (AdsMojo, 2026)
  13. 97% of Fortune 500 CEOs maintain a LinkedIn profile (AdsMojo, 2026)
  14. 92% of Fortune 500 companies use LinkedIn (AdsMojo, 2026)

LinkedIn Content

  1. LinkedIn delivers 9 billion content impressions weekly (2024)
  2. Members engage with 1.5 million pieces of content every minute on the platform (LinkedIn, 2024)
  3. Everyday, there are 2 million posts, articles, and videos created (2024)
  4. Approximately 3 million users create content on LinkedIn every week (2024)
  5. 16% of LinkedIn users share multiple posts each week (2024)
  6. 39% of LinkedIn users never share content (2024)
  7. Video is now the fastest growing format on LinkedIn, with uploads up 34% year-over-year (LinkedIn, 2024)
  8. Video content saw a 36% increase in views year on year (LinkedIn, 2025)
  9. Native video ads see 3x longer view durations compared to other platforms.
  10. Executives publishing video content on LinkedIn rose by 44% year on year (The Australian, 2024)
  11. LinkedIn is the preferred source of professionally relevant content for 91% of executives (2024)
  12. 97% of B2B marketers incorporate LinkedIn into their content marketing strategies (2024)
  13. LinkedIn Live streams grew 437% year-on-year (2024)
  14. Feed content generates 15x more impressions than job postings (AdsMojo, 2026)
  15. Carousel posts achieve the highest engagement rate of any format at 6.60% (AdsMojo, 2026)
  16. Posts that include statistics generate 37% higher CTR and 162% more impressions (AdsMojo, 2026)
  17. Vertical ad creative drives 31% more engagement and 11% higher CTR than horizontal formats (AdsMojo, 2026)
  18. Video content receives 5x more engagement than text-only posts (AdsMojo, 2026)
  19. LinkedIn Live videos generate 24x more engagement than standard video posts (AdsMojo, 2026)
  20. Videos are 20x more likely to be shared than other content types (AdsMojo, 2026)
  21. 56% of B2B marketers plan to increase LinkedIn video investment in 2026 (AdsMojo, 2026)

Demand for LinkedIn Advertising continues to grow

  1. 85% of B2B marketers prioritise LinkedIn Advertising (Demandbase, 2024)
  2. 85% of B2B marketers rate it as the best value (Content Marketing Institute, 2024)
  3. 68% of B2B marketers increased their use of LinkedIn in 2024 (Content Marketing Institute, 2024)
  4. Brands see a 2-3x lift in brand attributes when advertising on Linkedin (LinkedIn, 2024)
  5. B2B marketers rate LinkedIn as the #1 platform for lead generation (HubSpot).
  6. LinkedIn drives 80% of all B2B social media leads.
  7. 70% of marketers say LinkedIn provides positive ROI — more than any other social platform (AdsMojo, 2026)
  8. LinkedIn is 277% more effective at generating leads than Facebook and Twitter combined (AdsMojo, 2026)
  9. LinkedIn’s visitor-to-lead conversion rate is 2.74%, compared to just 0.77% for Facebook (AdsMojo, 2026)
  10. 46% of all social media traffic to B2B websites originates from LinkedIn (AdsMojo, 2026)

Omnichannel Approach

  1. Pairing LinkedIn with display ads led to 50% more clicks and a 33% drop in CPC (Demandbase, 2024)
  2. LinkedIn and Quora were the top 2 channels for driving companies within your ideal customer profile (Demandbase, 2024)

LinkedIn’s Pipeline & Revenue Impact

Based on Dreamdata’s 2026 B2B Benchmarks Report, which aggregates data from 66 million sessions and 3.5 million customer journeys with closed-won deal attribution.

  1. LinkedIn is the only major paid channel delivering positive B2B ROAS, at 121% — versus 67% for Google Search and 51% for Meta (Dreamdata, 2026)
  2. Top-performing B2B accounts on LinkedIn achieve up to 279% ROAS (Dreamdata, 2026)
  3. LinkedIn now influences 28.3% of new business deals, up from 15% the prior year (Dreamdata, 2026)
  4. LinkedIn now accounts for 41% of total B2B paid social budget, up from 39% in 2024 — while non-branded Google Search dropped from 37% to 33% (Dreamdata, 2026)
  5. LinkedIn’s cost per company influenced dropped to €70, down from €154 in 2024 — lower than Google Search (€110) and Meta (€129). Despite higher cost-per-contact, LinkedIn reaches entire buying committees, making it the most efficient account-based channel (Dreamdata, 2026)
  6. The average B2B customer journey now spans 272 days, up from 211 days in 2024, involving 88 touchpoints across 4 channels and 10 stakeholders (Dreamdata, 2026)
  7. Despite longer journeys, once buyers enter the pipeline they move faster: MQL-to-SQL time dropped to 92 days (from 107) and pipeline-to-close to 52 days (from 62) (Dreamdata, 2026)
  8. LinkedIn advertisers using the Conversions API (CAPI) see 20% lower CPA and 31% more attributed conversions on average (Dreamdata, 2026)

LinkedIn Ads Performance Metrics

These are global averages and vary by region and industry.

Click Rates

  • Sponsored Content: 0.45% – 0.65%

  • Text Ads: 0.02% – 0.08%

  • Message Ads / Conversation Ads

    • 3% – 5% (open rate)
    • 15%–30% (after open)

Cost per Click

  • Sponsored Content: £5 – £10
  • Text Ads: £3 – £5
  • InMail / Message Ads: £0.20 – £2.00 per send

CPM (Cost per 1,000 Impressions)

  • Sponsored Content: $33 – $150+
  • Video Ads: $25 – $60
  • Text Ads: $2 – $5

Conversion Rates

  • Average Conversion Rate: 6.1% across all formats
  • Lead Gen Form Completion Rates: 10% – 15%
  • Sponsored InMail conversion rate: 3% – 5%

Seasonal CPC, CTR & ROI Benchmarks

Based on HockeyStack’s analysis of 70+ B2B SaaS companies and $28M in LinkedIn ad spend. CPC and CTR fluctuate significantly by quarter — audience intent and competition matter more than total spend.

  • Q1: CPC averages $10.48 (lowest of the year), CTR 0.82%
  • Q3: CPC averages $15.72 (highest), CTR 0.96% — September peaks at 1.05%
  • Q4 receives the most spend (31% of annual budget) but is the least efficient for lead generation — generating only 20% of total MQLs from that 31% spend
  • Q2 is the most efficient quarter — 18% of annual spend generates 30% of total MQLs

Pipeline ROI by Quarter

  • Q3: 6.01x pipeline ROI — the strongest quarter, driven by Q2 MQLs converting to pipeline
  • Q2: 2.53x pipeline ROI (most cost-efficient for lead generation)
  • Q1: 2.44x pipeline ROI
  • Q4: 2.46x revenue ROI — pipeline created earlier in the year converts to closed deals

(HockeyStack, 2025 — based on data from 70+ B2B SaaS companies)

Which Linkedin Ad formats to use

This is a single-image ad format used to promote a clear, concise message directly in users’ feeds.

It features one image accompanied by a headline, ad copy, and a call-to-action button, making it ideal for brand awareness, event promotion, or highlighting a specific product or service.

This format works best when you have a strong visual and a focused message.

While other ad formats may have a longer dwell time, sponsored image posts are worth using when you want to quickly grab attention, reinforce brand recognition, or drive traffic to a landing page with minimal friction.

Message/Conversation Ads

These are delivered into the LinkedIn Inbox. Conversation ads appear at the top of the inbox similar to the ads inside Gmail on the mobile. Message ads can appear either in the Inbox or the Other folder (which is often ignored).

Conversation Ads can have multiple links and message flows, while messaging ads are restricted to a single message and call to action.

These are a series of swipeable images within a single ad unit. Each image can have its own headline, description, and destination URL, making them ideal for telling a story, highlighting multiple products or features, or guiding users through a narrative journey.

They’re effective when you want to drive higher engagement and increase the time spent on your ad.

Document Ads

Document ads allow you to share a PDF document as an ad. They turn into something similar to the image carousel, but only have a link underneath to download the PDF rather than a headline and call to action. ,

You can gate the full document behind a lead form to collect high-quality leads.

This format is particularly effective for B2B campaigns aiming to provide value up front while capturing interest from decision-makers.

Document ads are worth using when you want to showcase thought leadership, share in-depth content, or generate leads through content marketing without relying on external landing pages.

Dynamic Ads

Dynamic Ads are personalised ad units that automatically tailor their content to each individual viewer using profile data such as name, company, job title, or profile photo.

These ads appear in the sidebar and are typically used for objectives like driving traffic to a company page, increasing followers, promoting job listings, or offering content downloads.

Because of the personalisation, they tend to draw attention and are therefore good for brand awareness.

However, they tend to have lower click rates and so mostly act as a brand impression.

Text Ads

LinkedIn Text Ads are simple, pay-per-click (PPC) or cost-per-impression (CPM) ads that appear in the right-hand sidebar or at the top of the LinkedIn desktop feed.

They consist of a short headline, brief description, and an optional small image or logo.

Text Ads are a budget-friendly option and best used for retargeting campaigns. They tend to have low engagement.

Lead Gen Forms

Lead gen forms allow you to collect data directly in LinkedIn instead of driving users to a landing page to complete a form.

Fields are pre-filled based on data LinkedIn already holds and results in less friction. This can reduce cost per lead by up to 34%.

However, the amount of information available to the user to persuade them to convert is low, meaning that when more information is required, a form on a landing page may perform better.