How Much Do LinkedIn Ads Cost in 2024?

How Much Do LinkedIn Ads Cost in 2024?

Discover the latest LinkedIn ads cost in 2024. Learn pricing models, factors affecting costs, and expert tips to optimize your ad spend effectively.

Oct 10, 2023
11 min read
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George Howes
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According to recent data, the average cost of a LinkedIn ad ranges from $5 to $8 per click. However, it's not just about clicks; various options are available. LinkedIn offers a range of advertising avenues to suit your needs, such as per-click pricing, message ads, and paid campaigns.

Let's break it down further. Suppose you are interested in LinkedIn's message ads. In that case, they cost you around $0.75 to $1.00 per message, which is quite reasonable. However, if you prefer paid ads, the average cost would be $5 to $10 per 1,000 impressions. While this may appear to be a substantial expense, it’s crucial to consider that LinkedIn has over 774 million members, including 64 million decision-makers and 7.8 million C-level executives. Thus, your ads have the potential to reach a significant audience. Although the initial cost might seem high, the potential return on investment (ROI) could be worth the investment.

LinkedIn Ads Pricing Models

linkedin ads pricing models

Understanding the various pricing models is key to making informed marketing decisions when advertising on LinkedIn. Let’s begin by discussing the fundamentals. LinkedIn offers multiple pricing options to suit different advertising goals and budgets. For message ads, you’ll find models such as cost-per-click (CPC) to cost-per-impression (CPM) and even cost-per-send (CPS), ensuring there’s a suitable model for every strategy.

Cost per Click (CPC)

LinkedIn offers a popular pricing model called cost per click (CPC). Under CPCs, advertisers pay for each click their ad receives. This model benefits individuals aiming to increase website traffic or generate leads. 

The bid amount, competition, and ad relevance score determine the cost per click. Advertisers retain control over their CPC bid, allowing them to set a budget that suits their campaign. However, it is crucial to monitor CPC performance is essential to guarantee optimal results.

Cost per Impression (CPM)

LinkedIn offers another pricing model: cost per Impression (CPM). With CPM, advertisers pay for every 1,000 impressions their ad receives. The primary objective of CPM is to enhance brand visibility and raise awareness. 

CPM enables advertisers to engage a broader audience without necessarily driving clicks. Factors such as ad relevance and audience targeting influence CPM pricing. While CPM can be a cost-effective way to increase brand exposure, optimizing ad creative and targeting is crucial to maximize results.

Cost per Send (CPS)

Cost per Send (CPS) is unique to sponsored InMail messages on LinkedIn. Advertisers pay for each message sent to their target audience's inbox. Unlike CPC and CPM, which require payment based on user interaction or impressions, CPS ensures that advertisers only pay when their message is delivered. 

This model is effective for personalized outreach and direct communication with potential customers. Advertisers can control costs by refining their target audience and message content to improve engagement rates. However, balancing frequency and relevance is essential to avoid overwhelming recipients.

What are the Factors Affecting the Cost of LinkedIn Ads?

If you plan to advertise on LinkedIn, it's important to consider the factors affecting its cost. Before making any decisions, consider these key factors to ensure you get the best possible value for your investment.

Your LinkedIn Campaign Goal

Before diving into LinkedIn advertising, it is crucial to define your campaign goal is crucial. 

Do you aim to increase website traffic, generate leads, or promote brand awareness? Your campaign objective will shape your ad strategy and budget allocation. For example, if your goal is to drive conversions, prioritize cost-per-click (CPC) bidding to maximize clicks within your budget. On the other hand, if brand awareness is your aim, consider using cost-per-impression (CPM) bidding to maximize ad visibility.

Target Audience

Understanding your target audience is key to optimizing your LinkedIn ad spend. Take the time to define your audience based on demographics, job titles, industries, and interests. LinkedIn offers many targeting options to help you reach the right people with your ads. Narrowing your audience and tailoring your messaging to their interests and pain points can enhance ad relevance and lower overall ad costs.

Bidding Strategy

Your bidding strategy can significantly impact the cost of your LinkedIn ads. Consider bid type, amount, and model when setting up your campaigns. Based on your campaign goals, decide whether you want to set bids manually or let LinkedIn optimize them for you. Experimenting with different bidding strategies can help you find the most cost-effective approach for your objectives.

LinkedIn Ad Relevance Score

The LinkedIn ad relevance score measures how well your ad resonates with your target audience. It considers factors such as engagement rate, click-through rate, and relevance to the audience. Aim to create compelling ad content that addresses your audience's needs and interests. A high ad relevance score not only improves ad performance but also lowers your ad costs by increasing your ad's competitiveness in the auction.

Pro Tips to Reduce Your Cost on LinkedIn Ads

Here are some savvy tips to help you optimize your ad spend and reduce costs.  

Tip#1: Micro-Segment Your Audience

Imagine you're a software company offering two products: one for small businesses and another for enterprise-level companies. Instead of targeting all businesses, create separate campaigns that target each segment. Customize your messaging to address the needs and pain points of each audience. This approach will likely result in higher engagement and lower costs.

Tip #2: Bid Low and Bid Manually

When bidding on LinkedIn ads, remember that sometimes less is more. Consider bidding low and monitoring performance closely instead of aggressively bidding to win auctions. Manual bidding gives you more control over costs and allows you to adjust bids based on real-time data. You can strategically bid on less competitive auctions to reach your target audience effectively and reduce costs.

Tip#3: Disable LinkedIn’s Default Settings

LinkedIn's default settings may not always align with your advertising goals. Take the time to review and turn off any features that could unnecessarily increase costs. For example, LinkedIn's Audience Expansion feature automatically expands your target audience, which may lead to higher costs with fewer relevant clicks. Turning off this feature lets you focus your ad spend on the most valuable audience segments.

Tip#4: Conduct A/B Tests

Never underestimate the power of testing and experimentation. Run A/B tests to compare ad creatives, messaging, or targeting strategies to determine what performs best. You can optimize your ads for higher engagement and lower costs by identifying what resonates most with your audience.

Tip#5: Run Ads During Peak Performance Days

Timing is crucial in advertising. Take advantage of peak performance days on LinkedIn to maximize your ad exposure and engagement while minimizing costs. Review your campaign data to identify the days and times when your audience is most active, and adjust your ad schedule accordingly. By strategically timing your ads, you can reach more users when they're most likely to engage, ultimately driving down your cost per click or impression.

MagicBrief: Library for Your Favorite LinkedIn Ads

Get inspired by browsing through real-life examples of successful LinkedIn ads. Explore what makes these ads effective and how to apply similar strategies to your campaigns. The ads featured in MagicBrief offer valuable insights, from catchy headlines to compelling CTAs.

FAQs About LinkedIn Ads Cost

What are LinkedIn Ads?

LinkedIn ads include paid promotional messages that appear on the LinkedIn platform. They allow businesses to reach a targeted audience of professionals through sponsored content, messages, or display ads. LinkedIn ads can improve brand visibility, generate leads, and drive traffic to your website or landing page.

Are LinkedIn paid ads worth it?

LinkedIn paid ads can be worthwhile for businesses seeking to connect with a professional audience. With precise targeting options and robust analytics, LinkedIn ads enable you to reach the right people and track the success of your campaigns. However, the effectiveness of your ads will depend on factors such as your target audience, ad creative, and campaign objectives.

What is the minimum budget for LinkedIn ads?

LinkedIn does not impose a minimum budget requirement for ads. Nevertheless, allocating a budget that aligns with your advertising goals and target audience is essential. 

First, you can start with a modest budget and adjust based on campaign performance and results.

Why are LinkedIn ads so expensive?

LinkedIn ads may seem more expensive than those on other platforms due to the professional nature of their audience and the available targeting options. However, the cost of LinkedIn ads can vary depending on factors such as competition, targeting criteria, and ad format. It's essential to consider the potential return on investment (ROI) when evaluating the cost of LinkedIn advertising.

How much does LinkedIn advertising cost per click?

The cost of LinkedIn advertising per click can vary widely depending on the industry, targeting, and bidding strategy. On average, LinkedIn advertising costs range from $5 to $8 per click. However, costs can be higher or lower based on the competitiveness of your target audience and ad campaign.

How much should I spend on LinkedIn ads per month?

There is no one-size-fits-all answer to determine the ideal budget for LinkedIn ads. It depends on your business goals, target audience, and advertising objectives. Allocate a budget that allows you to run effective campaigns while considering factors such as competition and industry benchmarks.

Are LinkedIn ads cheaper than Facebook?

Compared to Facebook ads, LinkedIn ads generally incur higher costs due to the professional nature of the LinkedIn audience and the available targeting options. Although Facebook may offer lower costs per click or impression, LinkedIn ads often provide access to a more qualified audience of professionals, making them a worthwhile investment for certain businesses and industries.