Dreamdata's LinkedIn Ads Benchmarks Report 2025: Platform's Dominance in B2B Advertising
Dreamdata's LinkedIn Ads Benchmarks Report 2025, released on September 8, sheds light on the evolving B2B purchasing landscape and the platform's significant role. The typical B2B purchasing journey now spans 211 days, involving 6.8 stakeholders across 3.7 channels, and requiring 76 touches before completion.
Large companies extend this journey by 49%, with the longest phase occurring before sales engagement. Meanwhile, B2B marketers have increased their LinkedIn advertising allocation from 31% to 39% in 2024, reflecting the platform's growing importance.
LinkedIn Ads influences a substantial portion of leads and deals. It accounts for 30% of sessions at the marketing qualified lead (MQL) stage, influences 29% of MQLs, 36% of sales qualified leads (SQLs), and 35% of new business deals. The platform generated an impressive 113% return on ad spend, making it the only platform analyzed to achieve positive returns.
Dreamdata's report highlights LinkedIn's dominance in B2B advertising. It reveals that including LinkedIn Ads engagement data in revenue attribution modeling increases measured ROI accuracy by 7.7 times. In July 2025, LinkedIn introduced frequency capping for brand awareness campaigns, giving advertisers more control over ad exposure limits.
The LinkedIn Ads Benchmarks Report 2025 underscores the platform's dominance in B2B advertising, with significant influence on leads and deals. As B2B purchasing journeys lengthen and become more complex, marketers are increasingly turning to LinkedIn for effective engagement. The report's insights can help businesses optimize their advertising strategies and improve ROI accuracy.
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