---
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

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.

Run the document beside your image ad on the same audience for two weeks. Judge on leads, not clicks.

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.

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

## Next findings