We update our stats pages continuously, and this LinkedIn Advertising Stats page is no different.
For B2B Advertisers, LinkedIn Advertising is hard to ignore and saw 10% year on year growth (9% in constant currency) in Q1 FY2025 (Linkedin, 2025).
From the LinkedIn user’s perspective, this is resulting in seeing more ad spots to cope with the additional demand. So far, this increase has not resulted in a drop in overall ad performance.
Here’s what you need to know about LinkedIn Ads.
What we know about LinkedIn Users
- Over 1bn users across over 200 countries (LinkedIn, 2025).
- About a third of the total users are active monthly and around 10-15% are active each day. (early 2020s, source no longer available).
- LinkedIn is increasingly being used to consume content rather than just searching for jobs (engagement was up 22% in 2022).
- Posts from CEOs grew 23% since 2023 (The Australian, 2024)
- 57% of LinkedIn’s traffic originates from smartphones
- On average, users spend 7 minutes and 38 seconds per visit on LinkedIn (2024)
- Users view on average 7.9 pages each visit (2024)
- There are 61m senior level influencers on LinkedIn (LinkedIn, 2016) – likely around 120m in 2025
- There are 50m decision makers on LinkedIn (LinkedIn, 2016) – likely more than 100m in 2025
- 60% of LinkedIn users are aged 25–34
LinkedIn Content
- LinkedIn delivers 9 billion content impressions weekly (2024)
- Members engage with 1.5 million pieces of content every minute on the platform (LinkedIn, 2024)
- Everyday, there are 2 million posts, articles, and videos created (2024)
- Approximately 3 million users create content on LinkedIn every week (2024)
- 16% of LinkedIn users share multiple posts each week (2024)
- 39% of LinkedIn users never share content (2024)
- Video is now the fastest growing format on LinkedIn, with uploads up 34% year-over-year (LinkedIn, 2024)
- Video content saw a 36% increase in views year on year (LinkedIn, 2025)
- Native video ads see 3x longer view durations compared to other platforms.
- Executives publishing video content on LinkedIn rose by 44% year on year (The Australian, 2024)
- LinkedIn is the preferred source of professionally relevant content for 91% of executives (2024)
- 97% of B2B marketers incorporate LinkedIn into their content marketing strategies (2024)
- LinkedIn Live streams grew 437% year-on-year (2024)
Demand for LinkedIn Advertising continues to grow
- 85% of B2B marketers prioritise LinkedIn Advertising (Demandbase, 2024)
- 85% of B2B marketers rate it as the best value (Content Marketing Institute, 2024)
- 68% of B2B marketers increased their use of LinkedIn in 2024 (Content Marketing Institute, 2024)
- Brands see a 2-3x lift in brand attributes when advertising on Linkedin (LinkedIn, 2024)
- B2B marketers rate LinkedIn as the #1 platform for lead generation (HubSpot).
- LinkedIn drives 80% of all B2B social media leads.
Omnichannel Approach
- Pairing LinkedIn with display ads led to 50% more clicks and a 33% drop in CPC (Demandbase, 2024)
- LinkedIn and Quora were the top 2 channels for driving companies within your ideal customer profile (Demandbase, 2024)
LinkedIn Ads Performance Metrics
These are global averages and vary by region and industry.
Click Rates
- Sponsored Content: 0.45% – 0.65%
- Text Ads: 0.02% – 0.08%
- Message Ads / Conversation Ads:
- 3% – 5% (open rate)
- 15%–30% (after open)
Cost per Click
- Sponsored Content: £5 – £10
- Text Ads: £3 – £5
- InMail / Message Ads: £0.20 – £2.00 per send
CPM (Cost per 1,000 Impressions)
- Sponsored Content: $33 – $150+
- Video Ads: $25 – $60
- Text Ads: $2 – $5
Conversion Rates
- Average Conversion Rate: 6.1% across all formats
- Lead Gen Form Completion Rates: 10% – 15%
- Sponsored InMail conversion rate: 3% – 5%
Which Linkedin Ad formats to use
Sponsored Image Post
This is a single-image ad format used to promote a clear, concise message directly in users’ feeds.
It features one image accompanied by a headline, ad copy, and a call-to-action button, making it ideal for brand awareness, event promotion, or highlighting a specific product or service.
This format works best when you have a strong visual and a focused message.
While other ad formats may have a longer dwell time, sponsored image posts are worth using when you want to quickly grab attention, reinforce brand recognition, or drive traffic to a landing page with minimal friction.
Message/Conversation Ads
These are delivered into the LinkedIn Inbox. Conversation ads appear at the top of the inbox similar to the ads inside Gmail on the mobile. Message ads can appear either in the Inbox or the Other folder (which is often ignored).
Conversation Ads can have multiple links and message flows, while messaging ads are restricted to a single message and call to action.
Image Carousel Ads
These are a series of swipeable images within a single ad unit. Each image can have its own headline, description, and destination URL, making them ideal for telling a story, highlighting multiple products or features, or guiding users through a narrative journey.
They’re effective when you want to drive higher engagement and increase the time spent on your ad.
Document Ads
Document ads allow you to share a PDF document as an ad. They turn into something similar to the image carousel, but only have a link underneath to download the PDF rather than a headline and call to action. ,
You can gate the full document behind a lead form to collect high-quality leads.
This format is particularly effective for B2B campaigns aiming to provide value up front while capturing interest from decision-makers.
Document ads are worth using when you want to showcase thought leadership, share in-depth content, or generate leads through content marketing without relying on external landing pages.
Dynamic Ads
Dynamic Ads are personalised ad units that automatically tailor their content to each individual viewer using profile data such as name, company, job title, or profile photo.
These ads appear in the sidebar and are typically used for objectives like driving traffic to a company page, increasing followers, promoting job listings, or offering content downloads.
Because of the personalisation, they tend to draw attention and are therefore good for brand awareness.
However, they tend to have lower click rates and so mostly act as a brand impression.
Text Ads
LinkedIn Text Ads are simple, pay-per-click (PPC) or cost-per-impression (CPM) ads that appear in the right-hand sidebar or at the top of the LinkedIn desktop feed.
They consist of a short headline, brief description, and an optional small image or logo.
Text Ads are a budget-friendly option and best used for retargeting campaigns. They tend to have low engagement.
Lead Gen Forms
Lead gen forms allow you to collect data directly in LinkedIn instead of driving users to a landing page to complete a form.
Fields are pre-filled based on data LinkedIn already holds and results in less friction. This can reduce cost per lead by up to 34%.
However, the amount of information available to the user to persuade them to convert is low, meaning that when more information is required, a form on a landing page may perform better.