I just reviewed a LinkedIn ad account that spent $5,000 last month. The marketing manager's first question? "Is this any good?" They had tons of data but no clue what it meant.

Look, LinkedIn ads aren't cheap. You'll spend $8-15 per click. Facebook? About $1-2. So in this guide, let's talk about what you should get for your money.

Key Takeaways

• LinkedIn ads cost 4-7x more than Facebook ads ($8-15 vs $1-2 per click), making performance tracking critical

• Good form completion rates should hit 10-15% - anything lower signals a mismatch between your offer and audience

• A healthy B2B conversion rate ranges from 1-3%, with a target return of $3 revenue for every $1 spent on ads

• Click-through rates between 0.45-0.65% indicate strong ad performance, while engagement rates should exceed 2%

• B2B lead costs typically range from $30-75, varying by industry and targeting settings

• Track bounce rates under 65% for traffic campaigns - higher rates suggest landing page issues

• Test one element at a time in your ads and shift budget from underperforming ads to winners for better ROI

Setting Clear LinkedIn Goals

You probably want your LinkedIn campaigns to drive business results. That's too broad. Break it down into specific targets with deadlines.

Here's an example: "Generate 50 qualified leads at $100 per lead this quarter." This gives you a clear target to measure against.

Most LinkedIn campaigns fit into four categories:

• Brand awareness: Track impressions and reach

• Traffic: Measure website visits and content downloads

• Lead generation: Count form submissions

• Sales: Track demo requests and purchases

The metrics you track will depend on your campaign type. Let's look at what numbers actually signal success.

Key LinkedIn Ad Metrics

If you've run LinkedIn ads before, you know the platform shows you lots of numbers. But which ones actually matter? Let's break it down by campaign type.

Awareness

For awareness campaigns, start by tracking your monthly impression growth. Your Click-Through Rate (CTR) tells you if your ads catch attention - 0.45% to 0.65% is solid. Watch your engagement rate too. When more than 2% of people who see your ad interact with it, you're doing well.

But raw impressions don't tell the whole story. Check who's seeing your ads. LinkedIn's demographic reporting shows if you're reaching decision-makers or junior staff. This helps you refine your targeting.

Traffic

Website traffic campaigns need more than just click numbers. Yes, track your click growth month over month. But pay attention to what happens after the click. A bounce rate over 65% signals your landing page isn't delivering what the ad promised.

Your sponsored content should get people talking. A 5-7% engagement rate means your content resonates with your audience. Look at which posts drive comments and shares - this shows what topics interest your target market.

Lead Generation

Lead generation gets expensive fast if you don't watch your numbers. Your form completion rate needs to hit 10-15% - lower means your offer doesn't match what people want. B2B leads typically cost between $30-$75 each, but this varies by industry and targeting.

Track your click-to-lead conversion rate. If it's below 2%, either your form asks too much or your offer needs work. Test shorter forms against longer ones to find the sweet spot between lead quantity and quality.

Sales

Sales campaigns demand strict ROI tracking. A 1-3% conversion rate from lead to sale is normal for B2B products. Your cost per sale must align with customer lifetime value - don't spend more to acquire customers than they're worth.

Aim for at least a 3:1 return on ad spend. This means every dollar spent on ads should generate three dollars in revenue. Lower returns mean you need to adjust your targeting or improve your sales follow-up.

Making Your Campaigns Better

LinkedIn Campaign Manager gives you the basic data. Start there. Pull your current numbers to set a baseline. Then test different ad versions - change one element at a time so you know what works.

Your audience data reveals opportunities. Maybe senior managers engage more than directors. Or certain industries click more often. Use these insights to focus your budget where it works hardest.

LinkedIn suggests bid ranges based on your competition. Start there, but don't stop. Cut spending on ads that cost too much per result. Move that budget to your winners. Small bid adjustments can make big differences in results.

The Right Tools Make Analysis Easier

While LinkedIn Campaign Manager works for basic tracking, serious campaigns need more. Swydo helps create custom reports that show the metrics your boss actually cares about. Breadcrumbs.io scores leads based on fit and engagement.

Always use LinkedIn's conversion pixel. It connects ad clicks to actual sales. This shows which ads drive revenue, not just clicks.

Conclusion

Pick metrics that directly connect to your business goals. If you need leads, track cost per lead. If you need sales, watch your return on ad spend. Test different approaches, but give them time to gather real data. Small improvements in targeting, creative, and bidding add up to big performance gains.

Remember: good performance means meeting your specific goals, not just hitting industry benchmarks. Keep testing, measuring, and improving. That's how you build campaigns that deliver real business results.