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Pay for LinkedIn when the lead matters
Marketing agencies are a huge audience for Unbounce, and LinkedIn can target that group down to company size and region. A lead there costs much more than elsewhere, but it is a person the company is certain it wants. One LinkedIn lead beats 200 clicks on a Meta post.
Each channel gets matched to a goal. For high-value agency conversations, LinkedIn takes the budget. For the open trial, where the aim is quantity, the weight goes to Google, where intent is high and cost per click is pennies next to LinkedIn.
Why is LinkedIn advertising so expensive?
LinkedIn sells access to working professionals, and advertisers can narrow that audience by job title, industry, and company size. Business buyers can be worth a great deal over the life of a customer, so advertisers bid high for them. A smaller, more valuable audience also means fewer ad impressions to go around. LinkedIn's targeting draws on profile fields that members fill in themselves.
How do marketers compare channels with different costs?
A channel with costly clicks can still be cheaper per customer if more of those clicks turn into buyers. Marketers therefore track cost per lead and customer acquisition cost instead of cost per click alone. Customer acquisition cost divides all sales and marketing spend by the number of new customers won in the same period.
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