LinkedIn Ads vs Facebook Ads 2025

LinkedIn costs more. Facebook has more users. But which one makes you more money?

It depends on who you're selling to.

Quick Answer: Which Platform Should You Use?

The Numbers at a Glance

LinkedIn costs 5-10x more per click. But that doesn't mean it costs more per sale.

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Audience Comparison

LinkedIn: Professional Context

Who's on LinkedIn:

• 900M+ professionals
• Decision-makers in business mindset
• Higher average income
• B2B purchase intent

Targeting strength:

• Job title (CMO, VP Sales, etc.)
• Company name and size
• Industry
• Seniority level
• Skills

Facebook: Everyone Else

Who's on Facebook:

• 3B+ users globally
• All demographics
• Personal/social context
• Both B2B and B2C potential

Targeting strength:

• Interests and hobbies
• Purchase behaviors
• Life events
• Lookalike audiences
• Retargeting

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Targeting Head-to-Head

The pattern: LinkedIn wins for professional targeting. Facebook wins for everything else.

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Cost Breakdown

LinkedIn Ads Costs

Typical ranges:

• CPC: $5-12
• CPM: $30-50
• Cost per lead: $50-200+

Why so expensive?

• Smaller audience = less inventory
• Premium professionals = premium prices
• B2B advertisers pay more per lead

Facebook Ads Costs

Typical ranges:

• CPC: $0.50-2.00
• CPM: $5-15
• Cost per lead: $10-50

Why cheaper?

• Massive inventory
• Broad audience
• More advertisers but more supply

The ROI Reality

Don't compare CPC. Compare cost per quality outcome.

Example calculation:

In this example, LinkedIn costs 2x per lead but converts 5x better. Net result: LinkedIn is cheaper per customer.

The lesson: Track the full funnel, not just ad costs.

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When to Use LinkedIn Ads

Best Use Cases

1. B2B Lead Generation

Target by job title, company size, industry. LinkedIn Lead Gen Forms pre-fill professional info for higher conversion rates.

2. Account-Based Marketing (ABM)

Upload a list of target companies. Reach employees at those specific organizations.

3. High-Ticket Sales ($5K+)

LinkedIn's higher costs make sense when deal size is large.

4. Professional Services

Legal, consulting, financial services. Target by industry and seniority.

5. Recruiting

Reach qualified candidates where they're already in professional mode.

LinkedIn Performance Benchmarks

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When to Use Facebook Ads

Best Use Cases

1. B2C E-commerce

Shopping features, dynamic product ads, broad reach. Facebook owns retail advertising.

2. Local Business

Target by location, demographics, local interests. Unbeatable for restaurants, retail, services.

3. Brand Awareness

Lowest CPM means maximum reach. Top-of-funnel awareness at scale.

4. App Installs

Strong mobile optimization and install tracking.

5. Retargeting

Facebook Pixel + dynamic ads = powerful retargeting at scale.

Facebook Performance Benchmarks

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Ad Formats Comparison

LinkedIn unique: Document ads (PDF carousels), Conversation ads

Facebook unique: Stories, Reels, Instant Experience, Shop integration

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Setting Up Campaigns

LinkedIn Campaign Setup

Structure:

1. Campaign Group (budget)
2. Campaign (objective, targeting)
3. Ads (creative)

Key settings:

• Objective: Lead gen, website visits, engagement
• Audience: Job titles, companies, industries
• Budget: $10/day minimum (recommend $50+)
• Bid: Maximum bid or auto

Pro tip: LinkedIn needs budget to optimize. $50/day minimum for meaningful data.

Facebook Campaign Setup

Structure:

1. Campaign (objective)
2. Ad Set (targeting, budget, placement)
3. Ad (creative)

Key settings:

• Objective: Awareness, consideration, conversion
• Audience: Core, custom, or lookalike
• Placements: Automatic recommended
• Budget: Can start at $5/day

Pro tip: Install Facebook Pixel before running any ads. You need conversion data.

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When to Use Both Platforms

Full-Funnel Strategy

LinkedIn: Top-of-funnel awareness + lead generation

Facebook: Retargeting + broader reach

Example flow:

1. LinkedIn targets decision-makers, generates leads
2. Facebook retargets website visitors
3. Both nurture toward conversion

Different Audiences

LinkedIn: Enterprise buyers, C-suite

Facebook: SMB, individual contributors, consumers

Same product, different segments, different platforms.

Budget Allocation

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Common Mistakes

LinkedIn Mistakes

Targeting too narrow Small audience = expensive impressions. Balance precision with scale.

Using B2C creative Professional platform needs professional creative. Save the casual stuff for Facebook.

Skipping Lead Gen Forms LinkedIn Lead Gen Forms convert better than landing pages. Use them.

Underspending $10/day won't optimize. Budget $50+/day for real data.

Facebook Mistakes

Over-relying on interests Broad targeting with conversion optimization often beats detailed interests.

Creative fatigue Audiences get tired of the same ads. Refresh creative every 2-3 weeks.

Ignoring mobile Most Facebook traffic is mobile. Test your landing pages on phones.

No Pixel setup Without conversion tracking, you're guessing. Set up Pixel first.

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Related Resources

• LinkedIn Analytics Tools
• Best LinkedIn Scheduler
• Best Social Media Scheduler
• Social Media ROI Guide
• B2B Social Media Strategy
• B2B Lead Generation Ideas
• LinkedIn Demographics Guide
• Social Media Marketing Packages
• How to Price Social Media Services

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Summary

Quick decision guide:

Use LinkedIn if:

• B2B product or service
• Targeting job titles or companies
• High deal value ($5K+)
• Professional services
• Account-based marketing

Use Facebook if:

• B2C product or service
• E-commerce or retail
• Local business
• Need broad reach
• Tighter budget

Use both if:

• Full-funnel strategy needed
• Multiple audience segments
• Budget allows testing
• Want to compare performance

Start with the platform that matches your buyer. Track conversions, not clicks. Expand based on data.