Using the performance data from our clients’ LinkedIn Ads campaigns, we have compiled comprehensive benchmarks based on our 2024 activities. 

LinkedIn Ads remains one of the most effective paid media channels, especially for our B2B clients, thanks to its precise audience targeting capabilities.

For 2025, we’ve analyzed all campaign data to establish benchmarks that will guide and optimise our LinkedIn Ads strategies throughout the year. As always, our goal is to surpass these benchmarks, ensuring our clients achieve the best possible results.

To ensure accuracy, our analysis categorises data by campaign type and further segments metrics by region (NA, LATAM, AMER, EMEA, APAC, and Global). This segmentation allows us to tailor our strategies to specific audiences and campaign goals.

Our analysis includes key metrics such as CTR (Click-Through Rate), CPC (Cost Per Click), conversion rates, and CPA (Cost Per Acquisition). As we dive into the data, you’ll find detailed insights for each ad type—Single Image Ads, Carousel Ads, Video Ads and Follower Ads—helping you navigate the nuances of LinkedIn Ads performance in 2025.

For clarity, we have defined the regions as follows:

• NA: This region includes campaigns that targeted the United States and/or Canada
• LATAM: This region includes campaigns that targeted only countries of South America
• AMER: This region includes campaigns that targeted any and only countries within the Americas, including North, Central, and South America but did not fall specifically under NA or LATAM.
• EMEA: This region encompasses campaigns that targeted any and only countries in Europe (including the entirety of Russia), Africa, and the Middle Eastern countries of Asia.
• APAC: This region covers campaigns that targeted any and only countries from non-Middle-Eastern Asia, as well as Oceania.
• Global: This region includes any campaigns that targeted a combination of countries from the AMER, EMEA, and APAC regions.

LinkedIn single image ads benchmarks 

For the purposes of this analysis, conversions and Leads as reported by LinkedIn have been considered to be the same since all of our activity conversions correspond to lead generation whether it’s on a native LinkedIn Ads form or a landing page with a conversion form.

In 2024, LinkedIn Single Image Ads continued to be a key component of our clients’ paid media strategies. For 2024, we've observed some notable trends and shifts in performance across regions.

CTR and CPC Insights

In 2024, the EMEA region experienced a significant decline in average CTR compared to 2023. This trend suggests that LinkedIn’s paid media landscape in the region has become increasingly saturated, making it more challenging to capture audience engagement. As competition intensifies, breaking through the noise via this channel is proving more difficult.

Conversion Rate and Cost per Conversion

On a positive note, conversion rates have improved significantly compared to 2023. However, performance varies widely across regions, likely due to differences in market maturity and ad exposure. More mature markets—where audiences have been exposed to LinkedIn advertising for a longer period—are proving harder to engage and convert, whereas less saturated regions offer stronger opportunities for growth.

LinkedIn carousel ads benchmarks

In 2024, we used LinkedIn Carousel Ads less frequently compared to Single Image Ads and were used even less frequently than in 2023. This is why this year we have no indication of conversion performance from this ad type as we used it primarily for awareness and traffic generation.

*There was no campaign that fell under the Global or AMER region category

CTR and CPC Insights

Carousel Ads outperformed Single Image Ads in CTR across all regions. However, CPC varied significantly—being notably higher in the Americas while remaining lower in EMEA. This fluctuation, along with deviations from last year’s benchmarks, may be attributed to the limited Carousel Ad activity in 2024.

Additionally, no campaigns in 2024 were categorized under the Global or AMER region for Carousel Ads. This absence allows for a more focused analysis of performance within specific regions.

LinkedIn video ads benchmarks

Video Ads on LinkedIn continued to be a significant format in 2024. For 2025, the data reveals some interesting trends and regional differences.

Completion Rate and View Rate

View rates have increased by approximately 5% compared to last year, indicating that video is becoming a more standardized format for content consumption. Interestingly, video completion rates were significantly higher in campaigns focused on lead generation or website conversions. This could be attributed to the way the algorithm promotes conversion-driven video ads, as well as the typical length of these videos.

For context, videos in conversion-focused campaigns averaged 37 seconds in length, with the majority being under 30 seconds. This likely contributed to the higher completion rates. Additionally, we utilized a mix of LinkedIn and Audience Network to promote these videos, which may have had a notable impact on performance.

CTR and Conversion Metrics

CTR for video ads this year was exceptionally low compared to other formats, and conversion performance also fell short of expectations. This may be due to the specific regions where lead generation campaigns were run, suggesting that regional factors played a significant role in engagement and conversion success.

LinkedIn follower ads benchmarks

This year, we launched follower ads for the first time, unsure of what to expect. However, we were pleasantly surprised by the final Cost Per Follower, which exceeded our expectations.

Overall LinkedIn ads benchmarks

To provide a comprehensive view of LinkedIn Ads performance, we have analyzed data across Single Image Ads, Carousel Ads, and Video Ads. This analysis highlights key trends and performance shifts in 2025.

Overall Performance Insights

• CTR Trends: While CTR has declined in EMEA, all other regions have seen an improvement compared to last year.
  
  
• CPC Trends: CPC has generally decreased across the board, with the exception of EMEA, where performance has slightly worsened.
  
  
• Conversion Performance: Conversion rates have significantly improved year-over-year. However, this increase has been strongly influenced by the quality of content promoted in 2024 compared to 2023, which we believe has had a major impact on overall performance.

Below is a comprehensive LinkedIn Ads benchmarks table for sponsored updates, covering Single Image, Video, and Carousel Ads.

Key insights and strategic takeaways

Our 2024 LinkedIn Ads benchmarks highlight key shifts and trends across different ad formats and regions. Notably:

• EMEA has seen a decline across all key metrics, suggesting that the market may be oversaturated with LinkedIn ads, making engagement more challenging.
  
  
• The USA remains a difficult market to penetrate, likely due to long-standing saturation, possibly even predating EMEA’s decline.
  
  
• Despite these challenges, conversion performance has significantly improved, reinforcing LinkedIn’s effectiveness as a strong channel for lead generation.
  
  

How Huble can help improve your LinkedIn Ads' performance

If you are looking to take your PPC campaigns to the next level, Huble’s PPC consultancy can help. 

Our experienced consultants have helped hundreds of businesses leverage their analytics, refine their targeting and maximise their Paid Media performance. 

Speak with our team today to unlock the full potential of your paid media efforts.