Stop throwing money at LinkedIn ads without understanding what the numbers actually mean. Most advertisers get overwhelmed by metrics and end up making costly mistakes. Let’s cut through the noise and figure out exactly what makes your campaigns tick.
Your KPIs (Key Performance Indicators) aren’t just vague metrics you can ignore. They tell an important story about your performance. What you need to do is learn how to read it.
Get a grip on your cost per click
Your CPC is the canary in the coal mine of your ad performance. If you’re paying more than $15 per click, something’s wrong. The sweet spot? Anywhere between $0-5 means you’re crushing it, $5-10 is solid, and $10-15 means you need to keep an eye on things.
You might think a high CPC is inherently a bad thing, however that’s not always the case. If those high-cost clicks are converting into high value-customers, you might be just fine paying those premium prices. The key here is knowing what your customer lifetime value is, and then doing the math.
Click-Through Rate reality check
Everyone obsesses over CTR, but here’s the truth: The LinkedIn benchmark of 0.4% isn’t written in stone. Your CTR tells you if your ads are catching eyes or getting lost in the scroll.
Getting awful CTR numbers? Your ad creative needs work. Period. No amount of audience tweaking will save a boring ad. Focus on:
- Making your headlines pop
- Using visuals that stop the scroll
- Writing copy that speaks directly to pain points
What it costs to get seen
Cost per thousand impressions (CPM) is where things get interesting. The platform average sits around $20-30, but don’t panic if you’re seeing higher numbers. A $60 CPM might mean you’re targeting hard-to-reach decision makers – and that could be exactly what you want.
When CPM and CTR play nice
Here’s where it gets good: These metrics work together. A high CPM with a strong CTR? You’re reaching a premium audience that actually cares. Low CPM but mediocre CTR? You might be casting too wide a net.
The real trouble starts when you see high CPM paired with low CTR. That’s the danger zone – you’re paying premium prices to reach people who couldn’t care less about your message.
Make your numbers work
Want better numbers? Start here:
- Test different ad versions against each other
- Tighten up your audience targeting
- Kill underperforming ads fast
- Watch your frequency (yes, people can get sick of seeing your ads)
Remember: These numbers aren’t just data points – they’re feedback from your potential customers. When they’re bad, your audience is telling you something isn’t working. Listen to them.
Your next move?
Pick one metric to improve first. Don’t try fixing everything at once. Get your CTR up, then work on CPM, then fine-tune your CPC. Small, focused improvements add up to major performance gains.
