---
title: "LinkedIn document ads made a lead for $142. Image ads $200, video $265. | 2026 B2B Benchmark"
url: https://metadata.io/benchmark-report-2026/insights/document-ads-nobody-runs
description: "LinkedIn document ads made a B2B lead for $142 in 2025. Image ads $200, video $265. Documents turned 11.9% of clicks into leads."
source: metadata.io
---

## What to do with it

Test a document ad built from an existing gated asset alongside your current image ad.

Use the same audience and offer. Compare cost per lead and lead quality, with enough budget and time to inform your decision.

That lead cost predicts pipeline. The broader pipeline figures do not establish a LinkedIn-specific causal advantage or show that video cannot generate pipeline.

## The numbers

| LinkedIn format | Cost per lead |
|---|---|
| Document ad | $142 |
| Image ad | $200 |
| Video ad | $265 |
| Conversation ad | $362 |

The full study covers 153 advertisers and $57.6M of 2025 spend, with CRM pipeline for 90 advertisers. This table shows LinkedIn CPL. The pipeline figures above cover all measured channels and reflect opportunity value credited to an ad-generated lead.

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

## Next findings