LinkedIn Budget Strategy: How to Make High CPMs Work for You
Accept LinkedIn's high CPMs and focus on lead quality, not volume. Measure cost per SQL, not cost per lead.
Why This Matters
LinkedIn CPMs ($30-80) shock advertisers used to Meta's $10 CPMs. But LinkedIn leads close at 2-5x higher rates. The math works when you track the right metrics.
How To Implement
1. Set realistic budgets: £50-100/day minimum per campaign for learning.
2. Calculate your allowable CPL based on close rate, not Meta benchmarks.
3. If a qualified meeting is worth £500, a £100 CPL is profitable.
4. Use Lead Gen Forms to lower CPL (vs. landing pages).
5. Add qualification questions to improve lead quality.
6. Measure: CPL → Cost per SQL → Cost per Opportunity → CAC.
7. Share conversion data with LinkedIn via CAPI for optimization.
Pro Tip
For ABM: Calculate by target account reached. If reaching 100 decision-makers at your top 50 accounts costs £10k, that's £100/contact - often cheaper than SDR outbound.
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