---
title: "Every $1 of lead-gen ad spend sourced $7.97 of pipeline in 2025. | 2026 B2B Benchmark"
url: https://metadata.io/benchmark-report-2026/insights/the-payback-floor
description: "In 2025, every $1 of B2B lead-generation ad spend sourced $7.97 of CRM pipeline across 90 advertisers, and $5.98 of influenced closed-won revenue."
source: metadata.io
---

## What to do with it

Put sourced pipeline per dollar on the board slide, beside cost per lead. Finance can check it in the CRM.

Pull your own: opportunities created in 2025 with an ad-generated lead as the source, divided by lead-gen spend.

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.

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

## Next findings