2026 B2B Benchmark · Finding 06 of 08
LinkedIn document ads made a lead for $142. Image ads $200, video $265.
Documents turned 11.9% of clicks into leads. On lead-gen campaigns, image ads sourced 7.6x of pipeline per $1 and video 1.6x.
153 advertisers, $57.6M of 2025 spend, CRM pipeline for 90 of them
Cost per lead by LinkedIn ad format, 2025
What to do with it
Do
Rebuild your best gated asset as an 8 to 12 slide document ad this week. Most of your competitors still run image and video only.
Test
Run the document beside your image ad on the same audience for two weeks. Judge on leads, not clicks.
Do not assume
That video builds pipeline on lead-gen campaigns. Video sourced 1.6x per $1; image ads 7.6x.
The numbers
| LinkedIn format | Cost per lead |
|---|---|
| Document ad | $142 |
| Image ad | $200 |
| Video ad | $265 |
| Conversation ad | $362 |
153 advertisers, $57.6M of 2025 spend, CRM pipeline for 90 of them. Pipeline is the value of opportunities the CRM credits to an ad-generated lead.