2023 Paid Social Benchmark Report

What we learned from $130M in ad spend in a down economy

What does "good performance" look like right now? We analyzed all of our customer's paid social spend from April 2022 to April 2023.

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Why read this benchmark report?

Because it's straight data (and results) from our customers. They spent $130M on Facebook and LinkedIn during 2022 and 2023. You'll learn:

• The best CTAs for your ads
• How long your ad text should be
• The best types of images to use in your ads
• How your ads perform compared to other B2B marketers like you

What was the main B2B paid marketing event of the decade?

If you guessed "a near-endless economic slump", congrats!

It's not fun. But surprisingly, it's not all bad.

If you've felt economic headwinds since the spring of 2022 and think they've lowered demand, ad costs, and conversion rates across the board, you'd be like us before we dug into our own data. And spoiler, you'd be wrong.

Here's what we know now

Successful top-of-funnel efforts are actually cheaper in 2023 than they were pre-April 2022. Overall ad spend is flattening out, not plunging.

We know this because we studied all of our customer data. In this report, we look at their aggregate results and the differences pre- and post-April 2022.

2023 Paid social benchmarks

Read this year's full 38-page report to learn what good paid social performance on Facebook and LinkedIn looks like in a down economy.

How to use this resource in evaluation

Use 2023 Paid Social Benchmark Report as a working prompt for your buying committee, not as a standalone takeaway. The useful question is how the idea turns into governed campaign execution: which accounts are included, which contacts are reachable, which channels carry the message, which budget controls apply, and how results are reviewed after launch.

Bring the resource into a demo or internal planning session and ask each owner to inspect a different layer. Demand generation should review the audience and offer logic. RevOps should inspect CRM, marketing automation, and reporting flow. Sales should confirm whether the campaign creates context they can act on. Finance should ask how spend, conversion quality, opportunity creation, and pipeline are connected before budget expands.

• Audience fit: define the exact account, contact, customer, or intent segment this idea should reach.
• Campaign controls: confirm approvals, exclusions, budget limits, creative variants, and launch readiness before spend starts.
• Measurement path: decide which leading indicators matter early and which pipeline outcomes matter before scaling.
• Next action: turn the concept into one reviewed campaign object, one owner, and one follow-up date.

The strongest walkthrough should make the resource concrete: a campaign plan, visible guardrails, and a reporting path that a revenue team can inspect without relying on native ad-platform summaries alone.