A client wanted LinkedIn Ads. Budget: 1,500 euros per month. I declined. Not because I didn't want to, but because the numbers didn't add up.
LinkedIn Ads in real numbers
Click prices on LinkedIn in the EMEA region range from approximately €5 to €8. For targeted CEO advertising, the cost per click (CPM) is more like €80 to €100, with an annual increase of around 8 to 12 percent. A practical minimum budget is therefore around €3,000 to €5,000 per month. Below this amount, every test becomes expensive and inefficient because the algorithm simply doesn't receive enough data to learn.
Nevertheless, a growing share of all B2B advertising budgets is flowing into precisely this channel because LinkedIn is unrivaled in its precision when it comes to B2B targeting. This doesn't make it cheap, but for the right target group, it's often the only option.
What small budgets should do instead
A small budget on the most expensive channel is not a small risk, but a big one.
Someone with €1,500 a month to spare shouldn't use it to test a channel that requires significantly more just to learn. It makes more sense to first establish an organic presence on LinkedIn and simultaneously use Google Ads for search queries with clear purchase intent. LinkedIn Ads should only be added once the budget and setup are truly suitable, not before.
Why this is not a general rejection
This doesn't mean that LinkedIn Ads aren't worthwhile for SMEs in general. It means that the order has to be right: first the channel that fits the current budget, then expansion. And it means that someone with experience should be in charge. An internal marketer testing LinkedIn Ads on the side will burn through a small budget in just a few weeks at these click prices.
Frequently Asked Questions
At what budget does LinkedIn Ads really make sense in B2B?
Practically from 3,000 to 5,000 euros per month, with larger B2B target groups or CEO targeting tending to be at the higher end.
What is the more affordable option for getting started?
Organic LinkedIn content doesn't require a media budget and builds visibility, while Google Ads specifically targets existing search demand. For small budgets, combining both is usually more effective than starting with LinkedIn Ads early on.
When should a small business switch to LinkedIn Ads?
Once the budget is sufficient for a thorough test and an initial organic presence or Google demand already provides a target audience base on which the ads can be built.
Is a small test run sufficient to evaluate LinkedIn Ads?
No. At these click prices, the algorithm needs several weeks and a minimum budget to even deliver meaningful data. A test that is too short or too small usually provides a false picture.
Related: LinkedIn Ads or Google Ads first? and Turn off LinkedIn Ads Audience Expansion.
Whether LinkedIn Ads are currently the right step for your company or not is exactly the question I clarify at the beginning of every conversation, radically honest, even if the answer is "not yet". More on this in our free whitepaper on B2B lead generation, or directly in Analysis call.