The definitive benchmark report for B2B demand generation marketers. Real data from real campaigns -- no surveys, no self-reported numbers.
Ad Spend Analyzed
Experiments
Clicks
Leads
Opportunities
Pipeline Generated
Top-of-funnel costs actually decreased in 2023. While most marketers pulled back on spend during the downturn, those who maintained their investment were rewarded with lower CPMs, lower CPCs, and less competition in the auction. The data is clear: downturns are buying opportunities.
We analyzed hundreds of thousands of ad variations to determine which calls-to-action drive the highest conversion rates across B2B paid social. The results challenge conventional wisdom about what gets clicks versus what gets pipeline.
Does shorter copy perform better on LinkedIn? What about Facebook? We broke down performance by character count across platforms and funnel stages to find the optimal length for B2B audiences at each stage of the buyer's journey.
Static images, carousels, video, illustrations, stock photography, custom graphics -- we tested them all. The data reveals which creative formats consistently outperform and which are wasting budget.
Benchmark your campaigns against real performance data across key metrics:
This report is based on aggregated, anonymized data from Metadata customers running B2B paid social campaigns between January and December 2023. All data is sourced directly from connected ad accounts and CRM integrations -- not surveys or self-reported figures. The dataset includes campaigns across a wide range of B2B SaaS companies, from Series A startups to publicly traded enterprises.
Download the complete 2023 B2B Paid Social Benchmark Report with all the data, charts, and actionable insights.
The 2023 B2B Paid Social Benchmark Report analyzes $130 million in ad spend across Metadata customers, encompassing 184,000 experiments, 20.3 million clicks, 818,000 leads, 52,000 opportunities, and $729 million in pipeline.
No. One of the key findings is that top-of-funnel costs actually decreased in 2023 despite the challenging economic environment. Marketers who maintained spend were rewarded with lower costs and less competition.
The report covers B2B paid social channels including LinkedIn Ads, Facebook Ads, and other paid social platforms used by B2B SaaS companies running campaigns through Metadata.
The report covers optimal CTA language and which calls-to-action drive the highest conversion rates, ideal ad copy length for B2B audiences, the most effective image types and creative formats, and performance benchmarks by industry and company size.
The report is designed for B2B demand generation marketers, paid media managers, marketing directors, and CMOs who want data-driven benchmarks to evaluate and improve their paid social performance.