'Clicks don't pay the bills, pipeline quality does,' becomes LinkedIn's case for its pricey ad prices

"Clicks don't pay the bills, pipeline quality does,"

"That perception persists that we are expensive," said Oh. "But [he tells marketers'] come back to me when you have a cost per pipeline driven or identified, or a new prospect that's been identified by marketing org, I will go head to head and say, we are phenomenally cheaper and we have tools for that."

"Typically, they'll [advertisers] say the CPM is this, or the CPC is that. But that seems a little bit off when you're thinking about trying to target someone on certain other social networks that starts with F[acebook] or I[nstagram], or P[interest] or R[eddit] and you're targeting them," said Oh. "You've got an amazing cost per click or impression. Your reach was amazing too. The thing is, in that pool of cheap clicks and impressions, sure that's great, and you look at your CPM, but are you doing that conversion? Do you have any idea what the on target is for what you need to be productive?"

LinkedIn ad prices have risen sharply, with CPMs around $23.42 compared with Meta at $5.46, TikTok $4.66, YouTube $5, Snapchat $8.90 and Pinterest $4.67. LinkedIn positions the premium as payment for stronger data and intent signals that drive pipeline and identify qualified prospects. LinkedIn executives emphasize cost per pipeline and prospect identification rather than clicks or impressions. Agencies are weighing whether the platform’s clearer demand signals and tools justify the higher media costs for clients focused on conversion and pipeline outcomes.

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