Business-to-business services - higher CPA due to longer sales cycles
The three platforms with the strongest historical performance for B2B campaigns. Click a card to see the full platform benchmark hub.
B2B professional network advertising - premium pricing
Search advertising on Google - pay per click on search results
Automated display ad buying across multiple exchanges
The current benchmark dataset tracks B2B at the industry-aggregate level (the KPIs above) rather than platform-by-platform within this vertical. For platform-level CPC and CPM comparisons across the full list of 11 platforms, head to the main benchmarks reference.
B2B sales cycles routinely run 30–180 days, which distorts direct-attribution CPA and makes CPC / CPM the more honest short-term signal. LinkedIn dominates the top-of-funnel by intent quality but is 3–6× more expensive than Meta or Google on a CPC basis — plan spend accordingly. Retargeting and lead-nurture email sequences almost always outperform pure prospecting for close rates.
B2B benchmark data is refreshed quarterly. The current dataset was last updated July 1, 2026.
Next scheduled update: October 1, 2026.
Free calculators to plan, measure, and optimize B2B campaigns.