---
title: "A LinkedIn lead cost $202. Instagram $138, Facebook $145, Google Ads $524. | 2026 B2B Benchmark"
url: https://metadata.io/benchmark-report-2026/insights/cpl-illusion
description: "B2B cost per lead in 2025: LinkedIn $202, Instagram $138, Facebook $145, Google Ads $524. The middle LinkedIn advertiser paid $376."
source: metadata.io
---

## What to do with it

Benchmark your LinkedIn cost per lead against $376, where the middle advertiser sits. Under $196 you are in the cheapest quarter.

Judge each channel on its own lead-gen campaigns. A $524 Google lead comes from someone searching for what you sell.

That a $145 Facebook lead beats a $202 LinkedIn lead. Finding 02 shows what each dollar sourced.

## The numbers

| Channel | Cost per lead | Clicks that became leads |
|---|---|---|
| LinkedIn | $202 | 5.9% |
| Instagram | $138 | 4.0% |
| Facebook | $145 | 2.6% |
| Google Ads | $524 | 1.9% |

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.

[Filter these numbers by company size, industry and channel](https://metadata.io/benchmark-report-2026/explorer)

## Next findings