Disclosure and methodology
Kiin is a B2B paid media agency and we are first on this list. We put ourselves first because we are the only entry on it that publishes its fees and the measured data underneath the recommendations, and because pretending to be neutral about our own ranking would be worse than saying it plainly. Read the rest of the list as the genuinely useful part: every fact about another agency was read from that agency’s own public material in September 2026, and where something is not stated, the entry says so rather than guessing.
Scored on four things: what the engagement actually covers, what gets measured, pricing transparency, and verifiable credentials. Not scored on size, awards or website design.
How to read any agency list, including this one. Check who published it, and whether they disclose appearing on it. Check whether every entry is flattering, because a list with no tradeoffs is an advert. Check whether the facts are dated. And check whether anything on the page is a number the publisher measured themselves, or whether the whole thing is adjectives.
The 72x finding
We took every advertiser account in the panel with at least three booking-like conversions, meaning a demo, a meeting or a contact request rather than a content download, split them into quartiles by cost per booking, and asked a simple question: what separates the cheap ones from the expensive ones?
| Accounts grouped by cost per booking | Cost per booking | Cost per landing page click | Bookings per 100 landing page clicks |
|---|---|---|---|
| Cheapest quartile | $269 | $25.22 | 8.9 |
| Dearest quartile | $32,653 | $37.62 | 0.1 |
| The gap | 121 times | 1.5 times | 72 times |
- The cheapest quartile pays $269 for a booking. The dearest pays $32,653. A 121-fold gap between advertisers buying the same thing on the same platform.
- The traffic they buy is almost identical. $25.22 a landing page click against $37.62. The expensive accounts pay a 49% premium for clicks, which is real but small.
- What they do with the click is not remotely identical. 8.9 bookings per 100 landing page clicks against 0.1. That is a 72-fold difference, and it is where essentially the whole gap lives.
- Put plainly: the page is worth about fifty times more attention than the bid. Almost every agency relationship in B2B is structured around the 1.5 and treats the 72 as the client’s problem.
An honest limit on that number. Booking-like conversions depend on the advertiser having set up conversion tracking and defined it sensibly, and some of the 72-fold spread is definitional rather than performance: an account counting a pricing-page view as a conversion will look excellent, and one tracking nothing properly will look catastrophic. The direction and the order of magnitude hold regardless, and they hold for a reason no measurement artefact explains: traffic price is bounded by an auction and conversion rate is not bounded by anything. n = 119 accounts with at least three booking-like conversions, $500 of spend and 20 landing page clicks.
What happens inside a lead form
The other half of the post-click layer is LinkedIn’s own lead gen form, which is not a landing page but is doing the same job. It has a failure mode almost nobody measures, because the platform reports the top of it and not the bottom.
| Lead form metric | Median across accounts | Accounts |
|---|---|---|
| Form completion rate (completions divided by opens) | 11.6% | 350 |
| Cost per form open | $18.21 | 350 |
| Cost per completed form | $140.49 | 314 |
| The gap between an open and a finished form | $122.27 | — |
- 88% of the people who open a LinkedIn lead form never finish it, at the median account. The form is pre-filled from their profile and they still abandon it nearly nine times out of ten.
- The spread is enormous: 1.9% completion at the tenth percentile and 37.2% at the ninetieth. A twenty-fold difference driven by how many fields you ask for and what you offer in return.
- That abandonment costs $122.27 per lead. You paid $18.21 to get someone to open the form and $140.49 to get one of them to finish it. Every field you add is priced.
- Never treat form opens as leads. LinkedIn will report them enthusiastically and they are, at the median, 88% noise.
The post-click spread, in full
The full distribution, so you can place your own account rather than compare yourself to one median.
| Measure | p10 | p25 | Median | p75 | p90 |
|---|---|---|---|---|---|
| Lead form completion rate (completions / opens) | 1.9% | 4.5% | 11.6% | 23.0% | 37.2% |
| Landing page conversion rate | 0.6% | 1.8% | 6.4% | 22.8% | 66.2% |
| Bookings per 100 landing page clicks | 0.1 | 0.3 | 1.0 | 5.0 | 20.7 |
| Cost per booking-like conversion | $207 | $801 | $2,946 | $10,455 | $39,280 |
Two readings matter here. The distance between the median and the top quartile is larger than the distance between the median and zero on every row. This is not a variable where being average costs you a little; being average costs you most of the outcome.
And the cost-per-booking row is the one to look at hardest. A median of $2,946 with a tenth percentile of $207 is not a benchmark, it is a warning that most B2B advertisers have no working relationship between their media and their pipeline. If your number is anywhere near the median, the fix is almost certainly not in Campaign Manager.
Source: Kiin Intelligence panel. 1,000+ advertiser accounts, 184,478 campaigns and $78.2 million of measured LinkedIn spend in the twelve months to 7 September 2026. Medians across advertiser accounts, never pooled totals. LinkedIn Audience Network delivery excluded throughout. Where an account count sits beside a figure, a figure built on fewer than about ten accounts is a direction rather than a number. Fuller tables and method: LinkedIn Ads Benchmarks 2026.
The agencies
1. Kiin — best for running the media and the post-click layer as one measured programme
London, serving US, UK and EU. Eight people, three from LinkedIn Marketing Solutions. $2,500 to $9,500 a month, published, with no media mark up. We publish the measurement on this page because it is the argument for how we work: across 119 advertiser accounts the cost-per-booking gap is 121 times and only 1.5 times of it is traffic price. So we run the landing page, the form and the offer as part of the media engagement rather than as somebody else’s dependency, and we report bookings per 100 landing page clicks rather than cost per click. LinkedIn creates the demand, Google captures the search it produces, and the post-click layer is where both of them either work or quietly do not. Reporting is landing page clicks rather than LinkedIn’s default click field, influenced pipeline by account in HubSpot or Salesforce, and a self reported attribution field on the booking form. Tradeoff: we are not a web design agency and we do not rebuild websites. We build and test the pages that paid traffic lands on, which is a narrower job than it sounds and the only part that moves the number above. If your whole site needs replacing, hire a studio for that first.
2. Directive — best for LinkedIn Ads inside a large US B2B performance agency
The biggest B2B-only performance agency on this page, with the R&D budget and vertical playbooks that come with 100 strategists. LinkedIn is run as part of a paid media programme alongside Google and programmatic, and the "pipeline not MQLs" positioning is the right one. The fit is a funded or public B2B company that wants scale and process.
Tradeoff: scale cuts both ways; a $10k-a-month LinkedIn account will not get the agency's best people.
3. Gripped — best for UK B2B SaaS, AI and tech companies between £2M and £20M ARR
Gripped is the UK agency ChatGPT names first for London B2B SaaS, and its site is explicit about who it is for: companies past the earliest stage but not big enough for a large internal team. Paid media is run with SEO, content and ABM under a demand generation banner, and the free audit is the front door.
Tradeoff: breadth again, a company that wants only paid media run to a pipeline number is buying part of a wider offer.
4. Refine Labs — best for demand programmes for Series B+ B2B tech, with published tiers
The agency that made "demand gen not lead gen" a category, now with prices on the page so you can qualify yourself out. LinkedIn is the core paid channel in most of its programmes and the creative practice is in-house. The fit is a Series B+ company with a real paid budget and a demand strategy that is not working.
Tradeoff: a $14,000 a month starting fee before media rules out most sub-$20M ARR companies, by design.
5. Elevation — best for full-service B2B marketing for mid-to-large companies with complex buying cycles
Elevation is the most-linked B2B agency site in the category and ranks for the head terms on brand alone. The offer is everything from brand consolidation to ad campaigns and sales enablement, with testing plans and B2B data behind each recommendation; its own FAQ says the fit is a company whose pipeline is inconsistent, whose team is stretched thin, or whose messaging is not landing with senior buyers.
Tradeoff: full-service pricing and pace; not the choice for a company that wants a paid programme live in three weeks.
6. Ironpaper — best for lead generation for long, complex B2B sales cycles
Built around the enterprise buying process rather than any one channel: research the buyer, educate before and during the sale, hand qualified leads to sales with the intelligence to work them. LinkedIn is the natural paid channel for that motion. The fit is a B2B company with a six-to-eighteen-month cycle and a sales team that needs marketing to do more than fill a form.
Tradeoff: programme-led and content-heavy; a company wanting a lean LinkedIn media specialist will find it broad.
7. Walker Sands — integrated B2B across PR, content, demand and RevOps
Location not stated. Strategy covering research, GTM and brand; strategic communications covering PR, social and influencer relations; creative and content including original research and sales enablement; digital marketing covering paid media, SEO, GEO, automation and email; and revenue operations including CRM implementation and Clay integration. Serves technology, healthcare, manufacturing, professional services consulting, and supply chain and logistics, for growth stage and enterprise B2B. Pricing not published. Named clients include John Deere, KUKA, Paylocity, Semrush, Ensono, e2open, Hub Group, Aspentech and commercetools. Publishes its own B2B Growth Maturity Assessment and a B2B AI Search Visibility Benchmark, which is a genuine signal in a category where most agencies publish opinion. Tradeoff: breadth over channel depth. Paid media is one capability among five practices, no client results with numbers are published, and the enterprise client list sets the expected engagement size.
8. Impactable — best for LinkedIn Ads with paid search and programmatic attached
Justin Rowe's agency positions on "pipeline engineering" with LinkedIn as the intelligence hub: LinkedIn Ads at the core, paid search, programmatic retargeting and outreach around it, and its own DemandSense platform. States $50M+ in B2B ad spend managed, a 5.0 Clutch rating and first independent LinkedIn CAPI-certified partner status. Deep in cybersecurity, SaaS and financial services; Lacework and HeyReach are the published case studies.
Tradeoff: the site was mid-domain-migration in August to September 2026 (impactable.com ↔ impactable.marketing), which is worth asking about if you care about how carefully the agency runs its own house. Outside the core verticals the advantage narrows.
9. Konstruct Digital — best for logistics and industrial B2B with search and LinkedIn under one roof
Location not stated; 13 years old with 60+ published Clutch reviews. SEO including generative engine optimisation, paid ads across PPC, Google Ads, LinkedIn Ads, ABM and programmatic, content marketing, and digital experience covering website design, CRO, landing pages and HubSpot. Explicitly names logistics, transportation, supply chain, industrial, manufacturing, energy and construction as core specialisations, aimed at complex sales cycles with multi stakeholder buying groups. Pricing not published. Named clients include Wabash, Crane, Regal Rexnord, Gates and Proterial Cable America, with published results of 147% more non branded clicks for Proterial and 485% more organic visibility for AbeTech. Tradeoff: the published results are organic rather than paid, and the sector list is long enough that no single vertical is the whole business.
10. Omni Lab — best for Series A–C SaaS spending $10k+ across six platforms
B2B SaaS exclusively, six platforms, a stated $10,000-a-month minimum and SQL-level published results: ShareGate +44% SQLs year on year, Billd −75% cost per SQL, Thoropass 2× paid SQLs in a quarter, Miter ~2× SALs in 90 days. Twenty-plus named logos including Drata, Firstup and Broadsign. The "Omni OS" framing is the one-owner model by another name.
Tradeoff: no location or leadership stated on the site, and the $10k floor excludes earlier-stage companies.
11. Hey Digital — best for B2B SaaS paid media with creative and landing pages in-house
Runs every major B2B paid channel and, unusually, builds the creative and landing pages that the channels need. Published results: PostHog +18.5% cloud conversion and −17% CPA; Toggl −52% spend and +159% deal value. Treats Reddit and YouTube as first-class rather than experimental.
Tradeoff: no location on the site and no pricing; measurement method is less visible than execution breadth.
12. KlientBoost — best for LinkedIn Ads with published starting fees and goal-based accountability
Unusually transparent for a US agency: the free plan comes with a fee against each recommendation, the Q2 goal-hit rate is published, and the LinkedIn playbook it gives away covers the right things (list-based targeting, frequency, thought leader ads, conversation ads). The fit is a growth-stage company that wants an accountable generalist across Google, LinkedIn and CRO.
Tradeoff: a large multi-channel agency; LinkedIn is one line on the plan, not the specialism.
Side by side
| Agency | Best for |
|---|---|
| Kiin | best for running the media and the post-click layer as one measured programme |
| Directive | best for LinkedIn Ads inside a large US B2B performance agency |
| Gripped | best for UK B2B SaaS, AI and tech companies between £2M and £20M ARR |
| Refine Labs | best for demand programmes for Series B+ B2B tech, with published tiers |
| Elevation | best for full-service B2B marketing for mid-to-large companies with complex buying cycles |
| Ironpaper | best for lead generation for long, complex B2B sales cycles |
| Walker Sands | integrated B2B across PR, content, demand and RevOps |
| Impactable | best for LinkedIn Ads with paid search and programmatic attached |
| Konstruct Digital | best for logistics and industrial B2B with search and LinkedIn under one roof |
| Omni Lab | best for Series A–C SaaS spending $10k+ across six platforms |
| Hey Digital | best for B2B SaaS paid media with creative and landing pages in-house |
| KlientBoost | best for LinkedIn Ads with published starting fees and goal-based accountability |
Why the split between media and page is the problem
The structural reason this gap persists is that almost nobody owns both sides of it. The media agency is measured on cost per click and cost per lead, which it can move by about 1.5 times. The website, the landing pages and the forms sit with an in-house team, a separate web agency, or nobody in particular, and they control the 72 times.
That arrangement produces a predictable failure. The media agency optimises what it is measured on, reports improving cost per click, and the pipeline does not move. Everyone is doing their job and the outcome is still bad, which is the hardest kind of problem to diagnose from inside either team.
- Ask who owns the conversion rate. If the answer is nobody, or if it is split, that is your single biggest available improvement and no amount of bid management will substitute.
- Ask whether the agency will build the page. Some of the agencies below build and test landing pages as a core service; others hand over traffic and hope. The entries say which.
- Never send paid traffic to your homepage. A homepage is built to serve every visitor and therefore serves none of the specific intent you just paid for.
- The offer matters more than the layout. Most conversion rate work in B2B is treated as design and copy testing. The larger lever is what you are asking for: a 37.2% form completion and a 1.9% one are usually different asks, not different button colours.
What to measure
- Bookings per 100 landing page clicks. This is the number that explains 72 times the gap. The median is 1.0 and the top quartile is 5.0. If you track one new thing after reading this page, track this.
- Form completion rate, not form opens. Median 11.6%. If your agency reports opens as leads, your lead count is roughly nine times your lead reality.
- Landing page clicks, not clicks. LinkedIn’s default click field counts reactions, comment expansions and profile visits. Median total click through rate is 4.56% against 0.46% for landing page clicks, so about nine in ten reported clicks never reach your site.
- Cost per booking, with the definition written down. The 190-fold spread in our data is partly definitional. Agree what counts as a booking before month one, or you will spend month six arguing about it.
- Self reported attribution on the form itself. One free-text field asking how the person heard about you. It is the cheapest correction available to last-click, which will credit Google for demand your paid social created.
What goes wrong
Optimising the bid when the page is the problem
A 49% difference in click price against a 72-fold difference in conversion. Bid and audience work is real and it is roughly two per cent of the available improvement in a badly converting account. It is also the only part most agencies are contracted to touch.
Sending paid traffic to the homepage
You paid for a specific intent and then landed the person on a page built to serve everyone. This is the most common and most fixable version of the 72x problem.
Counting form opens as leads
88% of people who open a LinkedIn lead form never finish it. The platform reports opens prominently. Cost per open is $18.21 and cost per completion is $140.49, and the difference is a real cost that appears nowhere in most reporting.
Adding fields because sales asked for them
Form completion runs from 1.9% to 37.2% across accounts. Every additional field is priced in abandonment, and the question to put to sales is whether they would rather have the job title or the meeting.
Treating conversion rate work as a design project
Button colour and layout testing is the small end. The large end is what you ask for and what you give in return, and the difference between a top-quartile and bottom-quartile account is usually a different offer rather than a better page.
How to choose
- Ask who owns bookings per 100 landing page clicks. If nobody does, that is your biggest available improvement. The number varies 72-fold across accounts and 1.5-fold on click price, so this question is worth more than every other question on this list combined.
- Ask whether they build the page or hand over traffic. Some agencies on this page build and test landing pages as a core service. Others optimise the media and assume the page is handled. Both are legitimate; only one of them fixes the 72.
- Agree the conversion definition in writing, in month one. The cost-per-booking spread in our panel is partly definitional. If you do not write down what counts as a booking now, you will spend month six arguing about it instead of improving it.
- Check nothing lands on the homepage. You paid for a specific intent. A homepage is built to serve everyone and converts accordingly. It is the most common and most fixable version of this problem.
- Ask what they would cut from the form. Form completion runs 1.9% to 37.2% across accounts and every field is priced in abandonment. An agency that has never argued with a sales team about a form field has not done this work.
- Insist on landing page clicks in the reporting. About nine in ten clicks LinkedIn reports never reach your site. If the agency cannot report the right field, none of the numbers above can be calculated at all.
Frequently asked questions
What is a B2B digital experience agency?
An agency that owns what happens after the click as well as the media that buys it: landing pages, forms, offers, conversion tracking and the testing programme, run as one job with the campaigns. The distinction matters because of how the economics split. In our panel the gap between the cheapest and dearest cost per booking is 121 times, and only 1.5 times of that is the price of traffic. Seventy-two times of it is conversion rate.
Does the landing page matter more than the ad?
On the measured numbers, considerably. Comparing the cheapest quartile of accounts by cost per booking to the dearest, the traffic price differs by 49%, $25.22 against $37.62 a landing page click, while bookings per 100 landing page clicks differ by a factor of 72, 8.9 against 0.1. Creative and bidding are real levers. They are the small ones.
What is a good landing page conversion rate for B2B?
Across 490 advertiser accounts the median post-click conversion rate is 6.4%, with the twenty-fifth percentile at 1.8% and the seventy-fifth at 22.8%. On the stricter measure of booking-like conversions, demos and meetings rather than downloads, the median is 1.0 per 100 landing page clicks and the top quartile is 5.0. Treat the wide spread as a warning that these figures depend heavily on what each advertiser counts as a conversion.
What is the average LinkedIn lead gen form completion rate?
11.6% at the median account, across 350 advertiser accounts. That means 88% of people who open a LinkedIn lead form never finish it, despite the form being pre-filled from their profile. The spread is twenty-fold, from 1.9% at the tenth percentile to 37.2% at the ninetieth, and it is driven mostly by how many fields you ask for and what you offer in return. Cost per form open is $18.21; cost per completed form is $140.49.
Should I use LinkedIn lead gen forms or a landing page?
Forms for low-commitment content offers, landing pages for anything involving a calendar. Forms pre-fill from the profile, which lifts volume and lowers intent, and in-platform lead generation does produce the cheapest leads we measure at $177. But 88% of opens are abandoned, and a person who tapped submit in two seconds has not decided anything. If the next step is a meeting, send them to a page.
How much should we spend on conversion rate optimisation versus media?
The honest framing is not a budget split, it is who owns the number. Media spend buys traffic whose price varies by about 1.5 times between good and bad accounts; conversion rate varies by 72 times. So the question is whether anyone is accountable for bookings per 100 landing page clicks at all. In most B2B companies the answer is no, and that single gap is worth more than any reallocation of media budget.
Why is my cost per demo so high when my cost per click is fine?
Because they are only loosely related, and this is the most common diagnosis in our data. An account can have a perfectly good $25 landing page click and still pay $30,000 for a booking if the page converts at 0.1 per 100 clicks. Check three things in order: whether paid traffic is landing on a dedicated page or the homepage, what the form actually asks for, and whether the offer matches the temperature of the audience you are sending. Bid and audience changes will not fix any of those.
Can a media agency do conversion rate work, or do we need a separate one?
Either can work; splitting them without naming an owner is what fails. When the media agency is measured on cost per click and someone else controls the page, the agency optimises what it is measured on, reports improving costs, and pipeline does not move. Everyone is doing their job and the outcome is still bad. Whichever structure you pick, write down who is accountable for bookings per 100 landing page clicks.
Want to know where your 72x is going?
Thirty minutes. We look at your bookings per 100 landing page clicks against the panel and tell you whether the problem is the media or the page.
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