LinkedIn Ads 2026: benchmarks by format, and why Thought Leader Ads crush everything
On LinkedIn in 2026, having a person speak costs six times less than having a brand speak. The ZenABM report, analysing 161,256 ads from 211 B2B companies and $5.5M in spend, shows Thought Leader Ads (an employee’s or executive’s post, sponsored) reaching a 2.68% CTR at $2.29 per click, against 0.42% and $13.23 for a standard single-image ad.
Key takeaways
- Thought Leader Ads: 2.68% CTR, $2.29 CPC. By far the best format.
- Single image: 0.42% CTR, $13.23 CPC, $59.15 CPM.
- Video: lowest CTR (0.24%) but lowest CPM ($38.94) among sponsored formats.
- CPM by country: $62.67 in the US, $56.62 in the UK, $50.08 in the Netherlands.
- Native Lead Gen forms: ~10% conversion, cost per lead of $120–$150 in Europe.
Benchmarks by format
LinkedIn Ads 2026 by format (ZenABM)
Why Thought Leader Ads win
A Thought Leader Ad is a post published by a person (founder, salesperson, in-house expert) that the company sponsors. In the feed it looks like an ordinary post: a face, a first name, a personal tone. LinkedIn members engage with people far more than with pages, and the delivery algorithm rewards that engagement with lower costs.
Since the format was extended, a company can sponsor its employees’ posts, and, with their consent, those of outside people too (customers, partners, creators).
Costs by country and per lead
Median CPM ranges from $62.67 in the US to $56.62 in the UK and $50.08 in the Netherlands. Cost per lead follows: $200–$250 in North America, $120–$150 in Europe, $80–$120 in Asia-Pacific.
Native Lead Gen forms (pre-filled from the LinkedIn profile) convert around 10%, up to 15% for top performers, and cut cost per lead by 20–30% versus an external landing page. On returns, ZenABM measures a median $5.21 in pipeline per dollar spent ($15.20 for top performers) and a median 1.62x ROAS.
The method for a profitable LinkedIn campaign
B2B LinkedIn campaign in 2026
Organic is the raw material
A Thought Leader Ad only exists if someone posts. LinkedIn Ads profitability in 2026 therefore depends directly on your organic consistency. Perroly schedules your LinkedIn posts from the same calendar as your other networks. For what performs, read what works on LinkedIn organically in 2026.
Frequently asked questions
How much does a LinkedIn click cost in 2026?
Around $13–$16 for a single-image, carousel or video ad, but $2.29 on average for a Thought Leader Ad according to ZenABM.
What is a Thought Leader Ad?
A post published by a person (employee, executive or, with consent, a third party) that the company sponsors from its LinkedIn ad account.
What is the cost per lead on LinkedIn in Europe?
A median of $120–$150 according to ZenABM, against $200–$250 in North America.
What is the minimum budget for LinkedIn Ads?
LinkedIn requires at least $10 a day per campaign. Given CPCs, plan for $1,500–$3,000 over a month to get usable results.
Does Perroly publish to LinkedIn?
Yes: Perroly schedules and publishes your LinkedIn posts. LinkedIn ad campaign management isn’t offered at the moment.