TikTok Ads is bought on CPM only, averaging $8.10. LinkedIn Ads averages $5.85 CPC and $32.40 CPM. Analysis for Italy in 2026.
Italy is Western Europe's lower-cost digital ad market — CPMs run roughly 10% below US baselines, with weaker programmatic depth than Germany, France, or the UK. Google and Meta dominate, but Italian users skew heavily toward mobile and toward WhatsApp for both personal and small-business communication, which has meaningful implications for ad creative and click-through behavior. North/South economic divides drive sharp performance differences — Milan-area audiences convert at notably higher rates and AOVs than southern regions for most consumer categories. Garante (Italy's data authority) has issued several high-profile GDPR enforcement actions, including against ChatGPT and TikTok, making it a watchful but not hostile regulatory environment.
Short-form video advertising on TikTok
B2B professional network advertising - premium pricing
The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.
TikTok Ads runs on CPM ($8–12 typical, higher for premium placements like TopView). CPC is available but the platform's optimization heavily favors CPM-bid campaigns. Auction density is lower than Meta but growing quickly; creative quality dominates.
9:16 vertical video (1080×1920), 9-60s (best performance 15-30s), native-feeling — polished ads underperform UGC-style creative here by 2-3x. Sound-on is standard. Captions optional but boost completion.
$500/day ($15K/month) is the practical floor for the Traffic and Conversion objectives to exit learning phase in a reasonable window. Smaller budgets work for Awareness and Video View goals.
LinkedIn Ads auction is priced at a premium ($6–10 CPC, $30–40 CPM) because targeting is by job title, company, and seniority — data that no other platform has natively. Every click is a self-selected B2B audience, which is why B2B marketers accept the CPMs.
Sponsored Content (single image 1200×627 or 1:1, carousel, video 4:5 or 16:9). Message Ads (subject + 500 char body). Text Ads (headline 25 ch + description 75 ch + tiny image). Video 3s–30min but 15–30s wins.
LinkedIn's minimum daily budget is $10/campaign, but to reach signal on Lead Gen Form campaigns you need $75–150/day. Real B2B budgets on LinkedIn run $5K–20K/month.