LinkedIn Surpasses Google in B2B Advertising Returns and Deal Size
A new study by Factors.ai has found that LinkedIn outperforms Google in B2B advertising, generating higher returns and larger deals. The analysis of over $150 million in LinkedIn ad spending and more than $5 billion in closed deals from over 100 companies revealed that LinkedIn produced a 1.6-times return on ad spend, compared to 1.18 times for Google.
The study also found that deals sourced through LinkedIn were 34% larger on average. Furthermore, sustained engagement on LinkedIn began an average of 124 days before a deal was created in a company's CRM, suggesting that traditional metrics may not be capturing the full extent of buyer activity.
Accounts combining paid and organic LinkedIn activity recorded win rates 10.8 percentage points above the baseline, while those with six or more contacts engaged before deal creation saw a 17.1-percentage-point increase in pipeline win rate compared to accounts where only one contact engaged.