Average CTR on LinkedIn Ads: 2026 Statistics for CTR, CPC & CPM

The average CTR on LinkedIn ads is 0.96% counting all clicks (Kiin Labs, 2026, vendor data). Counting only clicks to the website, it is 0.23% (Kiin Labs, 2026, vendor data). The gap comes from the click definition, so every benchmark has to say which clicks it counts.

Below are 40+ LinkedIn advertising statistics on CTR, CPC, CPM and leads, each checked in November 2026. All data is from 2023 or later, traced to its original publisher and free to cite.

Average CTR for LinkedIn Ads: Key Statistics for 2026

Each CTR row below states which clicks it counts, because one account has a different CTR under each click definition.

Category	Statistic	Source
Average CTR, all clicks (Campaign Manager Clicks column)	Median LinkedIn CTR counting all clicks is 0.96% across all feed formats	Kiin Labs, 2026, vendor data
Average CTR, landing-page clicks only	Median LinkedIn landing-page CTR is 0.23% across all feed formats	Kiin Labs, 2026, vendor data
Single image ads	0.65% median CTR on single image ads counting all clicks, 0.37% for landing-page clicks	Kiin Labs, 2026, vendor data
Thought leader ads	4.49% median all-clicks CTR on thought leader ads, 0.30% for landing-page clicks	Kiin Labs, 2026, vendor data
Document ads	3.32% median CTR on document ads counting all clicks, but 0.06% to landing pages	Kiin Labs, 2026, vendor data
Video ads	0.41% median CTR on video ads counting all clicks, 0.12% for landing-page clicks	Kiin Labs, 2026, vendor data
Message and conversation ads (open rate)	42.6% median open rate for conversation and message ads combined, good account 48.8%	Kiin Labs, 2026, vendor data
Text and dynamic ads	0.02% median CTR on LinkedIn text ads, 0.08% on dynamic ads	ZenABM, Feb 2026, vendor data
Average cost per click	$4.19 median cost per click when all clicks count, $1.55 for a good account	Kiin Labs, 2026, vendor data
Average cost per thousand impressions	$36.23 median LinkedIn CPM, with $20.34 for a good account	Kiin Labs, 2026, vendor data
Cost per lead	A B2B lead costs $202 on LinkedIn, $145 on Facebook, $138 on Instagram, $524 on Google Ads	Metadata, 2026, vendor data
Clicks that become leads	5.9% of LinkedIn clicks became leads in 2025, at $202 per lead	Metadata, 2026, vendor data

Every row comes from the original publisher, checked in November 2026, with data from 2023 or later. Kiin Labs supplies most rows, so these LinkedIn ad benchmarks are mostly one panel’s medians.

Metadata, ZenABM and LinkedIn Help cross-check them. Vendor data, predictions, small samples and our calculations are labelled in the Source cell.

What Is a Good CTR for LinkedIn Ads?

A good CTR for LinkedIn ads is one in the top quarter of accounts. That is 2.76% counting all clicks and 0.38% counting landing-page clicks (Kiin Labs, 2026, vendor data).

CTR is clicks divided by impressions, and the clicks in the numerator are the part that varies. Organic post clicks are a different measure and do not stand in for an ad CTR.

Measure	Statistic	Source
What LinkedIn counts in its average CTR	LinkedIn counts chargeable clicks divided by impressions as its average CTR	LinkedIn Help, 2026
Clicks LinkedIn does not charge for	LinkedIn does not charge for clicks on likes, comments, shares or hashtags	LinkedIn Help, 2026

Takeaway: Read any CTR average together with its click definition, and decide which clicks you count before you compare your account with a benchmark.

LinkedIn Ads CTR Statistics: The Numbers That Matter in 2026

The LinkedIn ads CTR numbers that matter most are the click definition behind each average, what a click costs and what happens after it.

Why Do LinkedIn Ad CTR Averages Disagree?

LinkedIn ad CTR averages disagree because they count different clicks and come from different panels. Kiin’s median is 0.96% counting all clicks and 0.23% counting only landing-page clicks.

Metadata’s panel of 138 B2B advertisers states no click definition. The click through rate LinkedIn shows in one publisher’s data cannot stand in for another’s average LinkedIn ad CTR.

Publisher	What it measures	Value	Source
Metadata	Metadata advertisers, all LinkedIn campaigns, 2025, click definition not stated	0.67% LinkedIn CTR across 138 B2B advertisers in 2025	Metadata, Aug 2026, vendor data
ZenABM, per ad	ZenABM median per ad, single image, 211 B2B companies (ABM-heavy), click definition not stated	0.42% median CTR for LinkedIn single image ads across 161,256 ads	ZenABM, Feb 2026, vendor data
ZenABM, per company	ZenABM median and mean per company, ABM campaigns, 2025, click definition not stated	0.69% median LinkedIn ABM CTR against a 1.26% average, across 197 companies	ZenABM, Jan 2026, vendor data

ZenABM’s per-company row covers ABM campaigns only, and its median sits well below its own average because a few high-CTR accounts pull the mean up.

Takeaway: Quote a LinkedIn ads average CTR as a median, not a mean, and name the clicks it counts.

What Is a Good Cost per Click on LinkedIn Ads?

The average CPC for LinkedIn ads is a median of $4.19 counting all clicks, with $1.55 for a good account (Kiin Labs, 2026, vendor data). Counting only landing-page clicks, the median is $17.54 and a good account pays $9.18 (Kiin Labs, 2026, vendor data).

Segment	Statistic	Source
Kiin, all clicks	$4.19 median cost per click when all clicks count, $1.55 for a good account	Kiin Labs, 2026, vendor data
Kiin, landing-page clicks	$17.54 median cost per landing-page click, $9.18 for a good account	Kiin Labs, 2026, vendor data
Metadata, advertisers	$9.39 per LinkedIn click in 2025, against $1.95 on Facebook	Metadata, Aug 2026, vendor data

Our calculation from Kiin’s medians (Kiin Labs, 2026, vendor data): A landing-page click costs 4.2 times a click counted the default way ($17.54 against $4.19). The two prices buy different things, an engagement click and a website visit.

Takeaway: Price the goal first: set the budget per website visit when visits are the aim, and per engagement when reach is.

What Is the Average CPM on LinkedIn Ads?

The LinkedIn average CPM in Kiin’s panel is a median of $36.23, and a good account pays $20.34 (Kiin Labs, 2026, vendor data).

Segment	Statistic	Source
Kiin, all accounts	$36.23 median LinkedIn CPM, with $20.34 for a good account	Kiin Labs, 2026, vendor data
Kiin, cold audience by size	$73.45 cold-audience CPM under 10,000 members, falling to $24.38 above 300,000	Kiin Labs, 2026, vendor data
Metadata, across advertisers (2025)	$63.19 LinkedIn CPM in 2025, about four times Facebook	Metadata, Aug 2026, vendor data

Metadata’s higher figure covers 138 advertisers across all LinkedIn campaigns. Kiin reports the median account, so treat each as its own LinkedIn CPM benchmark and never average them.

Takeaway: Audience size and CPM explain cost per click before the click rate does, so check them first when clicks look expensive.

Is the Average LinkedIn Ads CTR Rising or Falling?

One agency’s Western Europe clients saw website-visits CTR fall 61% (Merkelijkheid, Mar 2026, small sample (n = not stated)). It went from 0.69% in 2023/24 to 0.27% in 2025. No like-for-like multi-year trend exists for the platform.

Year or edition	Statistic	Source
2023/24 to 2025, website visits (one agency’s clients)	61% fall in LinkedIn website-visits CTR, from 0.69% in 2023/24 to 0.27% in 2025	Merkelijkheid, Mar 2026, small sample (n = not stated)
2024 to 2025, brand awareness (one agency’s clients)	0.46% median reported CTR on brand-awareness campaigns in 2025, up from 0.29%	Merkelijkheid, Mar 2026, small sample (n = not stated)
2023 to 2024, by quarter	0.96% average LinkedIn CTR in Q3 against 0.82% in Q1	HockeyStack, Dec 2025, vendor data

Older averages rest on chargeable clicks. The 2026 figures separate all clicks from landing-page clicks, so an older LinkedIn CTR benchmark cannot be compared with them.

Takeaway: The direction is reported by one agency’s clients and the long-run trend is not settled, so do not quote it as a platform-wide decline.

Is an 8% CTR on LinkedIn Ads Good?

An 8% CTR on LinkedIn ads sits far above the LinkedIn average CTR. It also beats the 5.60% top-10% mark counting all clicks (Kiin Labs, 2026, vendor data). It is realistic only on engagement-heavy formats such as thought leader and document ads, so check landing-page CTR before calling it good.

CTR level	Statistic	Source
8%	An 8% CTR is 8.3 times the all-clicks median of 0.96% and 1.4 times the 5.60% that marks the top 10% of accounts	Our calculation from Kiin Labs, 2026 figures
Engagement-heavy formats	91% of clicks LinkedIn reports on thought leader ads never reach a landing page	Kiin Labs, 2026, vendor data
Any level	Rho of -0.170: LinkedIn CTR has a slight negative link with pipeline generated	ZenABM, Feb 2026, vendor data

Takeaway: Test 4%, 12% and 20% the same way. No panel publishes a figure for 12% or 20%, so ask which clicks the CTR counts, then check landing-page clicks and leads.

What Happens After the Click on LinkedIn Ads?

Only 5.9% of LinkedIn clicks became leads in 2025 (Metadata, 2026, vendor data), and the rows below show where visitors drop out.

Click-to-lead rates are the closest published measure of the average conversion rate LinkedIn ads reach.

Measure	Statistic	Source
Engaged sessions after the click	23.96% engaged-session rate for LinkedIn ads in 2026, down from 28.40% in 2025	Focus Digital, Nov 2026, vendor data
Form completion, feed against inbox	2% of demo forms complete in the LinkedIn feed, 40% in the inbox	Kiin Labs, 2026, vendor data

Takeaway: A blended cost per lead hides the offer, so compare your own cost per lead with a figure for the same offer type.

LinkedIn Ad CTR Benchmarks by Industry

Industry moves landing-page CTR between 0.10% and 0.31% in Kiin’s panel (Kiin Labs, 2026, vendor data).

Industry	Statistic	Source
Technology and internet	0.18% landing-page CTR for technology and internet-targeted accounts	Kiin Labs, 2026, vendor data
IT services	0.15% landing-page CTR for IT services-targeted accounts	Kiin Labs, 2026, vendor data
Health care	0.23% landing-page CTR for health care-targeted accounts	Kiin Labs, 2026, vendor data
Financial services	0.19% landing-page CTR for financial services-targeted accounts	Kiin Labs, 2026, vendor data
Retail	0.15% landing-page CTR for retail-targeted accounts	Kiin Labs, 2026, vendor data
Business consulting	0.21% landing-page CTR for business consulting-targeted accounts	Kiin Labs, 2026, vendor data
Operations consulting, research services	0.31% landing-page CTR for operations consulting, 0.10% for research services	Kiin Labs, 2026, vendor data
Technology and IT services, ABM campaigns only	1.28% median CTR on LinkedIn ABM campaigns in technology, 0.61% in IT services	ZenABM, Jan 2026, vendor data

Industry moves landing-page CTR between 0.10% and 0.31%

Median account, landing-page clicks by targeted industry, 8 Sep 2025 to 7 Sep 2026

Operations consulting	0.31%
Health care	0.23%
Financial services	0.19%
Technology	0.18%
Retail	0.15%
Research services	0.10%

Publishers differ because ZenABM’s industry row is a different cut: ABM campaigns only, so its higher values do not contradict Kiin’s landing-page figures.

Takeaway: On landing-page clicks, industry and format move CTR by a similar amount. A benchmark for the wrong format misleads as much as one for the wrong industry.

Average CTR by LinkedIn Ad Format

The LinkedIn click through rate benchmark changes with ad format. Counting all clicks, it runs from 0.41% on video ads to 4.49% on thought leader ads (Kiin Labs, 2026, vendor data).

1. 0.65% median CTR on single image ads counting all clicks, 0.37% for landing-page clicks.
2. 3.32% median CTR on document ads counting all clicks, but 0.06% to landing pages.
3. 4.49% median all-clicks CTR on thought leader ads, 0.30% for landing-page clicks.
4. 0.41% median CTR on video ads counting all clicks, 0.12% for landing-page clicks.
5. 42.6% median open rate for conversation and message ads combined, good account 48.8%.
6. 0.02% median CTR on LinkedIn text ads, 0.08% on dynamic ads.

Document and video ads send the fewest clicks to a landing page

Median landing-page CTR by ad format, Kiin median account, 8 Sep 2025 to 7 Sep 2026

Single image	0.37%
Carousel	0.34%
Thought leader	0.30%
Video	0.12%
Document	0.06%

#1 Single Image and Sponsored Content

Single image is the baseline format, and its landing-page median is the highest of the five formats charted above (Kiin Labs, 2026, vendor data).

Format	Statistic	Source
Single image	0.65% median CTR on single image ads counting all clicks, 0.37% for landing-page clicks	Kiin Labs, 2026, vendor data
Carousel	0.43% median CTR on carousel ads counting all clicks, 0.34% for landing-page clicks	Kiin Labs, 2026, vendor data

ZenABM’s single image figure is a different cut: a median per ad with no stated click definition, so it does not correct Kiin’s.

Takeaway: Check whether a single image benchmark is a median per account or per ad, because the two units give different numbers.

#2 Document Ads

Our calculation from Kiin’s medians (Kiin Labs, 2026, vendor data) follows. Document ads: 3,320 reported clicks per 100,000 impressions, about 60 of them reach a landing page (1.8%). The 1.8% share combines two separate medians, so it is approximate.

Takeaway: Separate landing-page clicks from reported clicks on document ads before you judge the creative.

#3 Thought Leader Ads

Thought leader ads report the highest all-clicks CTR of the formats Kiin measures (Kiin Labs, 2026, vendor data). Only the landing-page figure counts visits to the website.

Measure	Statistic	Source
Kiin, median account	4.49% median all-clicks CTR on thought leader ads, 0.30% for landing-page clicks	Kiin Labs, 2026, vendor data
ZenABM, median per ad	2.68% median CTR on thought leader ads, 6.4 times the 0.42% for single image	ZenABM, Feb 2026, vendor data

Takeaway: Judge thought leader ads on landing-page clicks and leads, because most of what LinkedIn reports as a click on them is engagement.

#4 Video Ads

Video ads rank low among Kiin’s formats on landing-page clicks, ahead only of document ads (Kiin Labs, 2026, vendor data).

ZenABM reports a separate per-ad cut: 0.24% median CTR on video ads in ZenABM data, 0.55% on event ads (ZenABM, Feb 2026, vendor data).

Takeaway: Judge video on view rate and cost per view as well as CTR, because a view and a click are separate acts.

#5 Message and Conversation Ads

Conversation and message ads are inbox ads, so open rate rather than CTR is the metric Kiin reports for them (Kiin Labs, 2026, vendor data).

Format	Statistic	Source
Conversation and message ads, combined per account	42.6% median open rate for conversation and message ads combined, good account 48.8%	Kiin Labs, 2026, vendor data
Conversation ads and message ads, split	40.8% median open rate for conversation ads, 49.6% for message ads	Kiin Labs, 2026, vendor data

The two medians in the table differ because Kiin’s report combines both formats per account, while its separate panel row splits conversation and message ads.

Takeaway: Open rate is the metric for inbox ads, so judge message and conversation ads by open rate and form completion rather than CTR.

#6 Text and Dynamic Ads

Text and dynamic ads sit near zero CTR by design, because they are bought for cheap impressions rather than clicks (ZenABM, Feb 2026, vendor data).

Takeaway: Do not pause a text or dynamic ad for a low CTR alone; check whether it reached the audience it was bought for.

What to Do If Your LinkedIn Ads CTR Looks Like This

Seven signals you can check in your own Campaign Manager, each with the first thing to do and a number to check it against.

Signal	What to do first	The stat behind it
Your all-clicks CTR is far above the 0.96% median but leads are few	Split landing-page clicks from reported clicks in Campaign Manager before judging the ad, because on thought leader and document ads most reported clicks are engagement clicks	A thought leader ad with 100,000 impressions gets 4,490 reported clicks but about 300 landing-page clicks (Our calculation; figures from Kiin Labs, 2026, vendor data)
Your landing-page CTR is below the 0.23% median	Check the campaign objective and the audience size before touching the creative, because the objective moves landing-page CTR widely	0.35% landing-page CTR for website visits campaigns, 0.43% for website conversion (Kiin Labs, 2026, vendor data)
Your landing-page CTR is at or above 0.23% but your cost per landing-page click is above $17.54	Look at CPM and audience size first, because CPM explains more of the cost per landing-page click than the click rate does	55% of the variance in cost per landing-page click is explained by CPM (Kiin Labs, 2026, vendor data)
Your CTR drops once members have seen the ad about five times, while CPC and CPM stay flat	Check cumulative frequency at account level rather than days live, because the measured drop follows exposures per member	22% fall in engagement on the same creative after five exposures per member (Kiin Labs, Sep 2026, vendor data)
Your text or dynamic ad shows a CTR between 0.02% and 0.08%	Judge it on cost per thousand impressions and the job it does in the mix, not on CTR, because this is the normal level for these formats	0.02% median CTR on LinkedIn text ads, 0.08% on dynamic ads (ZenABM, Feb 2026, vendor data)
Your conversation ad open rate is below the 40.8% median, or you judge message ads by CTR	Switch to open rate and form completion, because those are the metrics the panels report for the inbox	2% of demo forms complete in the LinkedIn feed, 40% in the inbox (Kiin Labs, 2026, vendor data)
Your landing-page CTR is under the row for your industry in the benchmark table	Compare with the industry landing-page row using the same click definition before changing the creative	0.15% to 0.23% landing-page CTR across the eight largest targeted industries (Kiin Labs, 2026, vendor data)

Cost per click equals CPM divided by (CTR × 1,000), with CTR written as a decimal. You can rebuild it from your own CPM and CTR.

Our calculation uses Kiin’s figures (Kiin Labs, 2026, vendor data) and Metadata’s (Metadata, Aug 2026, vendor data). CPM divided by CTR rebuilds published CPC: $3.77 against $4.19 (Kiin, all clicks), $15.75 against $17.54 (Kiin, landing page), $9.43 against $9.39 (Metadata).

Medians do not combine exactly, so Kiin’s rebuilt figures run about 10% low, while Metadata’s sit within 1%.

Takeaway: Rebuild cost per click from your own CPM and CTR before you change the creative. A mismatch points to the reporting, not the ad.

LinkedIn Ads CTR Stats You’ll See Quoted That Don’t Hold Up

Eight figures circulate on two or more popular pages, and none traces to a current measured source.

The statistic	Where it circulates	What the trail shows
“The average CTR for LinkedIn Sponsored Content is 0.44% to 0.65% (also 0.6% is good)”	factors.ai, poweredbysearch.com, copy.ai (3 of the 8 winners), ivristech.com, datavinity.com and 5 more roundups	factors.ai links poweredbysearch.com, which cites The B2B House; Kiin says the range is The B2B House’s chargeable-clicks figure from LinkedIn’s forecasting tool and its authors’ own campaigns, with no sample or period; Kiin’s 2026 panel reads 0.96% counting all clicks and 0.23% counting landing-page clicks (undated, B2B House page dated 2023)
“Text ads average 0.024%, message ads get a 3.2% CTR and a 55% open rate, Sponsored Messaging 0.28%”	factors.ai, poweredbysearch.com, linkedin.com Pulse (AJ Wilcox), copy.ai (4 of the 8 winners)	all four trace to one LinkedIn Pulse post by AJ Wilcox dated 18 Jul 2022; it gives “typically average 3.2%”, “about 55%” and “around 0.08%” from experience, names no data set or sample, and contains neither 0.024% nor 0.28%; copy.ai’s 0.28% for messaging is not on that post
“The average cost per click on LinkedIn is $5.58 (also $5 to $10, $5.74)”	theb2bhouse.com, poweredbysearch.com, digitalapplied.com (3 of the 8 winners)	Kiin calls $5.58 widely quoted and a chargeable-clicks figure; the same $5.58 sits on a Recotap help page titled 2024 with no sample or method; poweredbysearch’s $5 to $10 links a page that does not contain it; $5.74 is HubSpot’s 2016 average for its US customers, the same post that gives the 6.1% rate some pages call a Lead Gen Form conversion rate; Kiin’s 2026 medians are $4.19 counting all clicks and $17.54 counting landing-page clicks (undated, HubSpot figure 2016)
“The average LinkedIn CPM is $33.80”	theb2bhouse.com, digitalapplied.com (2 of the 8 winners)	the only printed source found is the same Recotap help page, “$33.80 per 1000 impressions”, with no period or sample; Kiin’s current median CPM is $36.23 across 944 accounts (undated)
“LinkedIn cost per lead ranges from $15 to $350 (also $60 to $150+)”	poweredbysearch.com, theb2bhouse.com, adbacklog.com (3 of the 8 winners)	poweredbysearch links the old B2B House guide (“from $1M of spend over six months”); Kiin labels that table as dated 2023 and unchanged through 2024, and replaces it with split medians ($164 for a content offer, $350 for a demo request); adbacklog’s $60 to $150+ names no source (2023 or undated)
“Lead Gen Forms convert 2x better than landing pages (also 13% against 4.02%, conversion is 2% to 4%, 5% to 15%)”	adbacklog.com, poweredbysearch.com, digitalapplied.com, theb2bhouse.com (4 of the 8 winners)	adbacklog and poweredbysearch name no source; LinkedIn’s own blog says “our data shows” 13% and cites an Unbounce study for 4.02%, with no period, sample or definition, and its “2x” is about Document Ads and form completion, a different claim; the 5% to 15% is The B2B House with no stated base (page dated 2023), where Kiin’s measured figure is 1.6% of landing-page clicks (23 accounts); 2% to 4% has no source (undated)
“The average LinkedIn CTR is 0.52% (also retail 0.80%, software 0.44%)”	focus-digital.co, demandsense.com, closelyhq.com, brafton.com	Focus Digital’s method note says its platform CTRs are compiled from published benchmarks and modelled, and its LinkedIn industry CTR is Facebook’s industry CTR scaled by platform averages, so the rows are modelled, not measured; Brafton prints 0.52% in a table credited to The B2B House (page first published Feb 2023); Kiin’s measured panel has retail at 0.15% landing-page CTR (modelled, 2025 to 2026)
“Once frequency passes 3.0, CTR tanks; swap the creative every 2 weeks”	factors.ai, optimizelinkedinads.com, growthspreeofficial.com	factors.ai gives no source or sample; optimizelinkedinads.com states no sample; growthspree cites an agency audit of 300+ accounts with ranges and no method; Kiin’s measured data finds cost per click, CPM and dwell time flat over eight weeks and engagement down only after repeated exposure, and that campaign-level frequency understates the account’s (undated, earliest data claim 2024 (growthspree audit “from 2024 to 2026”))

What the 2026 LinkedIn CTR Numbers Say

The 2026 data comes down to three points. Every average depends on which clicks it counts. Format changes all-clicks CTR far more than it changes landing-page CTR. CTR on its own does not set cost or results, because CPM, audience size and the post-click step do.

Which clicks does your own Campaign Manager CTR count?