2026 B2B Benchmark · Finding 01 of 08
Every $1 of lead-gen ad spend sourced $7.97 of pipeline in 2025.
$43.3M of lead-generation spend at 90 CRM-connected advertisers opened $345M of opportunities. Influenced closed-won revenue came back at 5.98x per dollar.
153 advertisers, $57.6M of 2025 spend, CRM pipeline for 90 of them
What a lead-gen dollar returned in 2025
What to do with it
Do
Put sourced pipeline per dollar on the board slide, beside cost per lead. Finance can check it in the CRM.
Test
Pull your own: opportunities created in 2025 with an ad-generated lead as the source, divided by lead-gen spend.
Do not assume
That every dollar returns $7.97. Channel, format and offer move it between 1.6x and 11.4x on the pages that follow.
The numbers
| Measure | Per $1 of lead-gen spend |
|---|---|
| Sourced pipeline | 7.97x |
| Influenced closed-won revenue | 5.98x |
| LinkedIn, sourced pipeline | 10.2x |
| Google Ads, sourced pipeline | 3.95x |
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.