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B2B Medium competition Updated 2026-07-01 LinkedIn Ads Google Ads PPC

B2B advertising benchmarks, 2026

Business-to-business services - higher CPA due to longer sales cycles — $93.69 CPA, $5.87 a click, $16.00 per thousand. Cheapest platform on the board: Programmatic Display.

Avg. CPA$93.69Cost per acquisition · cross-platform
Avg. CPC$5.87Cost per click · median
Avg. CPM$16.00Cost per 1,000 impressions
Cheapest platform Programmatic Display Lowest est. CPC · $0.79
How to read this page These are cross-platform averages for B2B. Per-platform figures are estimates: baseline platform cost × (this industry's metric ÷ the cross-industry average). See the data dictionary. Use the table to pick a channel, then a calculator to plan against your own targets.
Typical campaign math

With $ a month in B2B, you'd buy roughly…

At the medians above. Change the budget; the figures update. For a finer rate, use the table below or the CPM calculator.

Estimated clicks — at $5.87 average CPC
Estimated impressions — at $16.00 average CPM
Compare

B2B against other industries

All industries →
B2B vs E-commerce CPA $93.69 vs $48.00 +95% Online retail and shopping - typically lower CPA due to shorter sales cycles B2B vs Education CPA $93.69 vs $77.48 +21% Schools, online courses, and training programs B2B vs Finance CPA $93.69 vs $74.44 +26% Banking, loans, insurance - highly regulated and competitive B2B vs Healthcare CPA $93.69 vs $67.36 +39% Medical services and products - compliance considerations required B2B vs Retail CPA $93.69 vs $44.26 +112% Physical retail stores - often combines online and offline tracking B2B vs Tech/SaaS CPA $93.69 vs $93.69 0% Software and technology services - emphasis on free trials and demos
By platform

What B2B costs on each platform

Estimated by scaling each platform's baseline by this industry's cost multiplier. Sorted by CPC; the row in amber is the cheapest platform.

$0 $17.07 $34.13
Platform Est. CPC Est. CPM
Programmatic Display $0.79 $3.35 →
Google Display Network $1.07 $4.27 →
Meta Ads $1.57 $9.51 →
Bing Ads PPC $3.87 — →
Google Ads PPC $7.74 — →
YouTube Ads — $8.53 →
LinkedIn Ads $9.28 $43.89 →
TikTok Ads — $10.97 →
Pre-Roll Video — $18.29 →
Streaming Audio — $21.94 →
OTT (Over-The-Top) — $34.13 →
Est. = platform baseline × (B2B metric ÷ cross-industry average). USD, Q3 2026. Method: estimated.
Under the hood

What moves cost in B2B

Considerations for B2B

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.

Best-performing platforms

B2B historically performs strongest on LinkedIn Ads, Google Ads PPC, Programmatic Display. Those three sit in the industry's top-platform list in the latest dataset.

Conversion rate

B2B converts at 4.85% on average. Pair that with the CPA above when you size a budget.

Calculators for B2B

Turn the benchmark into a plan

ROASROAS calculator→ CPMCPM calculator→ CPACPA calculator→ BE·RBreak-even ROAS→
FAQ

Common questions

What is the average CPA in B2B?
As of July 1, 2026, the cross-platform average CPA for B2B is $93.69. Actual acquisition cost varies by platform, geography, and offer.
Which platform is cheapest for B2B?
Programmatic Display is the lowest estimated CPC in this vertical at $0.79. Estimates scale each platform baseline by this industry's multiplier.
How often is B2B benchmark data updated?
Quarterly. The current dataset was last updated on July 1, 2026. The next scheduled refresh is October 1, 2026.