2023 B2B Paid Social Benchmark Report
What we learned from $130M in ad spend in a down economy
The definitive benchmark report for B2B demand generation marketers. Real data from real campaigns -- no surveys, no self-reported numbers.
Key Finding
Top-of-funnel costs actually decreased in 2023. While most marketers pulled back on spend during the downturn, those who maintained their investment were rewarded with lower CPMs, lower CPCs, and less competition in the auction. The data is clear: downturns are buying opportunities.
What the Report Covers
Optimal CTA Language
We analyzed hundreds of thousands of ad variations to determine which calls-to-action drive the highest conversion rates across B2B paid social. The results challenge conventional wisdom about what gets clicks versus what gets pipeline.
Ad Copy Length
Does shorter copy perform better on LinkedIn? What about Facebook? We broke down performance by character count across platforms and funnel stages to find the optimal length for B2B audiences at each stage of the buyer's journey.
Most Effective Image Types
Static images, carousels, video, illustrations, stock photography, custom graphics -- we tested them all. The data reveals which creative formats consistently outperform and which are wasting budget.
Performance Benchmarks
Benchmark your campaigns against real performance data across key metrics:
- Cost per click (CPC) by channel and industry
- Click-through rate (CTR) by ad format and placement
- Cost per lead (CPL) by funnel stage and offer type
- Lead-to-opportunity conversion rates
- Cost per opportunity and pipeline velocity
- Channel-specific benchmarks for LinkedIn and Facebook
Methodology
This report is based on aggregated, anonymized data from Metadata customers running B2B paid social campaigns between January and December 2023. All data is sourced directly from connected ad accounts and CRM integrations -- not surveys or self-reported figures. The dataset includes campaigns across a wide range of B2B SaaS companies, from Series A startups to publicly traded enterprises.
Get the Full Report
Download the complete 2023 B2B Paid Social Benchmark Report with all the data, charts, and actionable insights.
Get the ReportFrequently Asked Questions
How much ad spend does the benchmark report cover?
The 2023 B2B Paid Social Benchmark Report analyzes $130 million in ad spend across Metadata customers, encompassing 184,000 experiments, 20.3 million clicks, 818,000 leads, 52,000 opportunities, and $729 million in pipeline.
Did top-of-funnel costs increase in 2023?
No. One of the key findings is that top-of-funnel costs actually decreased in 2023 despite the challenging economic environment. Marketers who maintained spend were rewarded with lower costs and less competition.
What channels does the benchmark report cover?
The report covers B2B paid social channels including LinkedIn Ads, Facebook Ads, and other paid social platforms used by B2B SaaS companies running campaigns through Metadata.
What ad creative insights does the report include?
The report covers optimal CTA language and which calls-to-action drive the highest conversion rates, ideal ad copy length for B2B audiences, the most effective image types and creative formats, and performance benchmarks by industry and company size.
Who is the benchmark report for?
The report is designed for B2B demand generation marketers, paid media managers, marketing directors, and CMOs who want data-driven benchmarks to evaluate and improve their paid social performance.