LinkedIn SpendIn’: LinkedIn’s Return On Ad Spend Outperforms Google & Meta (New Report)

B2B marketing is a constant struggle to maximize returns.

And a recent study by Dreamdata is helping to show where those returns are coming for ad spend, with LinkedIn standing as “the only platform to deliver a positive return for B2B marketers.”

In fact, LinkedIn’s ROAS increased from 113% in 2024 to 121% last year, according to the aggregated data of more than 66 million Dreamdata sessions and 3 million customer journeys crunched in its LinkedIn Ads Benchmarks Report 2026. Meta Ads also saw an increase, from 29% to 51%, while Google Search declined from 78% to 67%.

 (Source: Dreamdata)

“When compared to the cost data analyzed … it demonstrates that the higher cost of clicks and impressions doesn’t negate LinkedIn Ads’ ability to make a return,” the report says. “Meta by comparison offers cheaper clicks, yet offers the lowest return. By comparison, Google Search Ads have the most expensive clicks and you’re generating a lower return than LinkedIn.”

These numbers take on added importance when considering that 81% of the B2B customer journey happens before the sales pipeline, up from 70% the previous year, according to Dreamdata.

“That’s an 11-point shift toward buyer self-education in a single year,” the report says, “showing that the B2B customer journey continues to move outside the realm of sales people.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: