Disclosure and methodology
Kiin is a B2B paid media agency and we are on this list. Every fact about another agency was read from that agency's own site on 14 September 2026 (agencies 1-9) and 17 September 2026 (agencies 10-19); where something is not stated, the entry says so.
Scored on: B2B focus · whether the channels are run as one programme with one budget owner, or as separate accounts · measurement: pipeline from the CRM, or platform-reported leads · pricing and terms transparency · verifiable credentials. Not scored on: size, awards, design.
The one-owner test
Four channels run by four specialists with nobody moving budget between them is four accounts, not a paid media programme. The question that separates the agencies on this list from a PPC shop with a LinkedIn add-on is: who decides, every month, how much moves from Google to LinkedIn and why? If the answer is a person with a name and a number they are accountable for, it is a paid media agency. If the answer is "each specialist optimises their channel", it is not. Kiin's structure, one paid media specialist owning the programme with platform specialists behind them, is described on the B2B paid media agency page.
The agencies
1. Kiin — best for LinkedIn-led paid media with outbound wired in
Full Paid Media at $5,500 a month flat covers LinkedIn, Google Ads, Meta and Reddit under one paid media specialist who owns the account list, the budget split and the report, with platform specialists building inside each channel. LinkedIn is the demand engine; Google captures intent; Meta keeps warm audiences warm at a fraction of LinkedIn's CPM; Reddit is run where the buyer is technical and left out where they are not. Every channel is reported on influenced pipeline from the CRM, and every LinkedIn figure is a landing page click. Three ex-LinkedIn staff on a team of eight; publishes the largest independent thought leader ads study. Named clients: Lead Forensics ("We launched LinkedIn, Google, and Meta together"), Giga Energy, MarketerHire.
Where we are the wrong choice: if LinkedIn is not the primary channel for your buyer, if you want TikTok or CTV, or if media budget cannot support LinkedIn at roughly $4,000 a month plus one other channel.
2. 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.
3. 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.
4. Flow Agency — best for Google-and-LinkedIn paid media next to SEO and LLM optimisation
Viola Eva's agency runs B2B paid media on the two channels that matter most for sales-led SaaS, Google and LinkedIn, with a stated operating cadence (bi-weekly alignment, monthly reports integrating CRM data, quarterly reviews) and an SEO and LLM-optimisation practice alongside. Named clients include Betterworks, Beekeeper, SimPro and Mailbird.
Tradeoff: two paid channels rather than four; no Meta, Reddit or YouTube. Right if Google and LinkedIn are the whole plan.
5. Impactable — best for LinkedIn-centred paid media with programmatic and search
Justin Rowe's agency runs paid media around LinkedIn as the "intelligence hub", with search, programmatic and outreach as the activation layers and its own DemandSense platform underneath. Deep in cybersecurity, SaaS and financial services; Lacework (6× ROI) and HeyReach (20× ROI) are the published cases.
Tradeoff: the site was moving between impactable.com and impactable.marketing in August to September 2026; ask how the agency runs its own house before it runs yours.
6. Refine Labs — best for Series B+ paid media across every channel including CTV and OOH
The widest channel coverage on this list, connected TV and out-of-home alongside the digital four, with brand and creative in-house and an explicit mid-market and enterprise ICP. Published portfolio averages: +41% high-intent demo requests, +33% pipeline value. Named clients include Clari, Cognism, Algolia and BeyondTrust.
Tradeoff: built for $50M+ ARR. Below Series B the engagement is the wrong shape and the price starts at $35,000 for the assessment alone.
7. Directive — best for enterprise paid media at scale
The largest agency here, with programmatic and performance creative as named lines, proprietary tooling and offices on three continents. Calendly, Gong, ZoomInfo, Adobe, Cisco and Samsung are named clients. Publishes the "25 best paid media agencies" list that ranks for this term.
Tradeoff: enterprise process and minimums; a $2M-ARR company is not the customer.
8. KlientBoost — best for paid media plus conversion rate optimisation
Pairs paid media with conversion rate optimisation so the landing page and the campaign are worked together, publishes several hundred case studies and reports hitting 83% of client goals in Q2 2026. Fees tiered by complexity rather than percentage of spend. Airbnb, Segment and Juniper Networks are named.
Tradeoff: not B2B-exclusive and no Meta, Reddit or YouTube named as core; process suits mid-market.
9. Sculpt — best for paid social run next to organic B2B social
A B2B social agency first, with paid social as one of its lines and video production in-house. Right when the paid media problem is really a content problem, nobody posts, the company page is dead, the creative is a stock photo. KnowBe4, Monotype, Remote and Loom are named clients.
Tradeoff: no paid search; social-team depth rather than performance-media depth.
Ten more, by region: UK, Europe, US and enterprise
Added 17 September 2026 after reviewing which agencies answer engines and comparison sites cite for the generic "best B2B paid media agency" question. Same rules: every fact from the agency's own site on that date, a tradeoff for each, and no ranking claim beyond the "best for" line.
10. ToJupiter — best for embedded demand generation for pre-seed to Series C SaaS
ToJupiter's model is a demand gen team plugged into yours with a shared Slack channel, founder accountability and weekly sales syncs, rather than an agency account team. Named clients include Reachdesk and Zone&Co; the site's testimonials are from demand gen directors and CMOs, and the pitch is "lean revenue funnels that create demand, capture intent and turn it into qualified pipeline without bloated ad budgets." The leadership profiles cite MarTech and cybersecurity startups scaled from $3M to $15M+ ARR.
Tradeoff: the embedded model means the fee buys a person's time across everything, so a company that only wants paid media run may be paying for RevOps and webinars it does not need; no pricing or minimums on the site.
11. Lever Digital — best for UK B2B SaaS paid acquisition with senior specialists and no fixed-term contract
Lever's pitch is senior people and a month-to-month relationship. The Uplisting case is the one to read, a four-year engagement from early stage to a business doubling revenue year on year, with a 5x increase in free trials a month, and Sprintlaw went from a loss-making Google Ads account to its leading new-business channel.
Tradeoff: the site describes paid search and paid acquisition broadly; LinkedIn is not called out as a specialism, and there is no pricing.
12. 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.
13. YOYABA — best for DACH and European B2B software at €10k+ monthly ad spend, paid media with creative production
One of the few European agencies that publishes its entry price and states its floor: €5M+ ARR, €10k+ a month in media. Case studies are specific, a thought leader ads strategy credited with 124+ deals for HubSpot DACH, +71% annual growth in new paying customers for Proof, and a signal-based outbound engine that doubled outbound SQLs in five months for Cognism. Creative production (lead designer, video producer) sits inside the team.
Tradeoff: the €10,000 a month fee floor plus €10k media makes it a €20k-a-month decision; mid-market European software is the sweet spot, not early-stage.
14. Dapper — best for European B2B demand generation with in-house content, creative and video
Dapper's "Niche Famous Framework" is a demand creation method, be constantly visible to a narrow ICP with content good enough to be remembered, paired with a demand capture practice for buyers already searching. The differentiator is scale of production: a 70-person team that builds the content, creative and video the channels need rather than briefing it out. Published results include a 200% increase in SQLs (OPP) and 350+ signups at $70 each (ReviewStudio).
Tradeoff: built for companies that want a full marketing engine, not a channel specialist; a LinkedIn-only or Google-only brief is the wrong fit, and no pricing is stated.
15. Holini — best for senior-only PPC and analytics for B2B companies spending $10k+ a month
Holini's process starts with a read-only audit of the ad accounts and GA4 before any proposal, and the stated question it answers is "what is holding your PPC back from growing qualified pipeline while keeping CAC under control." Case studies quote client revenue and funding rather than vanity metrics, and one CMO credits it with "the highest MQL numbers in Google Ads history" for DeskTime. Senior-only team, no juniors.
Tradeoff: PPC and analytics first; LinkedIn is run, but the positioning is search-led, so a LinkedIn-first demand programme is not the strength. No published fee.
16. Understory — best for paid media, GTM engineering and LinkedIn content run by one team
The "allbound" model: a paid strategist, a go-to-market engineer and a content writer share one dataset and one target list, so the LinkedIn ads warm the accounts the outbound then works. Understory has said publicly that answer-engine visibility became its largest lead source, and its client list is the strongest on this page for a small team. The HeyReach testimonial is the pointed one: "$50k with no ROI on LinkedIn ads" before Understory, three meetings booked with a fraction of that after.
Tradeoff: a six-month minimum and no published fee; the model needs the client to want outbound and content as well as media.
17. Fractional Demand — best for embedded senior operators across paid media and RevOps
The RevOps half is what distinguishes it: a Clay-and-Outreach email engine credited with $1.2M a month of pipeline for Click Capital, CRM enrichment that appends competitor and talking-point data to every lead, and Google Ads rebuilt with HubSpot tracking for Venteur ($1.3M+ pipeline from paid, 3x pipeline-to-spend). Paid media is run to the same CRM.
Tradeoff: fractional means part of a person's week; companies that need daily hands-on media management should ask how many hours the retainer buys.
18. GrowthSpree — best for B2B SaaS demand gen across Google, LinkedIn and Meta with a flat monthly fee
GrowthSpree publishes unusually specific client numbers: Hubilo scaled from $20k to $250k a month in pipeline over 18 months with an 86% reduction in cost per result; Atomicwork built $750k of enterprise pipeline in a quarter through Google, LinkedIn and ABM; Rocketlane cut cost per demo 36%. In-house AI tooling (it mentions its own MCP servers) is part of the pitch.
Tradeoff: "best B2B SaaS marketing agency" is the site's own description of itself, and the flat fee is stated as a principle rather than a number.
19. Transmission — best for enterprise B2B go-to-market programmes across regions
Transmission is on this list for the company that needs paid media inside a multi-region enterprise programme rather than as a standalone channel. It publishes its own buyer research (a Gen X and Gen Z B2B buyer study, "The Yes Advantage" on behavioural biases) and is one of the few B2B agencies with Reddit partner status.
Tradeoff: enterprise scale and enterprise minimums; a $10k-a-month media budget is not what it is built for.
Side by side
| Agency | B2B-only | Meta | Reddit / YouTube | Min spend | Published fee | ||
|---|---|---|---|---|---|---|---|
| Kiin | Yes | Core | Yes | Yes | ~$10–12k/mo all-in | $5,500/mo flat | |
| Omni Lab | Yes (SaaS) | Yes | Yes | Yes | Both + Bing | $10k+/mo | No |
| Hey Digital | Yes (SaaS) | Yes | Yes | Yes | Both + Bing | Not stated | No |
| Flow Agency | Yes | Yes | Yes | — | — | Not stated | No |
| Impactable | Yes | Core | Yes | Programmatic | Not stated | No | |
| Refine Labs | Yes | Yes | Yes | Yes | YouTube + CTV + OOH | Series B+ | RPA $35k |
| Directive | Mostly | Yes | Yes | Yes | Programmatic | Not stated | No |
| KlientBoost | No | Yes | Yes | — | — | $5k+/mo | No (tiered) |
| Sculpt | Yes | Yes | Yes | Yes | Both + TikTok | Not stated | No |
| ToJupiter | Yes (SaaS) | Yes | Yes | — | Webinars, RevOps | Not stated | No |
| Lever Digital | Mostly | Yes | Core | Yes | — | Not stated | No |
| Gripped | Yes (SaaS) | Yes | Yes | Yes | SEO, ABM | Not stated | No |
| YOYABA | Yes (tech) | Core | Yes | Yes | Creative, RevOps, SEO/GEO | €10k/mo | From €10,000/mo |
| Dapper | Yes | Yes | Yes | — | Video, content, email | Not stated | No |
| Holini | Yes | Yes | Core | — | Microsoft, GA4/BI | $10k+/mo | No |
| Understory | Yes | Core | Yes | Yes | Reddit, X, GTM engineering | Not stated | Flat, not published |
| Fractional Demand | Yes | Yes | Core | Yes | RevOps, Clay | Not stated | No |
| GrowthSpree | Yes (SaaS) | Yes | Yes | Yes | ABM, RevOps | Not stated | Flat, not published |
| Transmission | Yes | Yes | Yes | Yes | Reddit (Gold partner), ABM | Enterprise | No |
What good looks like before you hire anyone
Any agency on this list will send you a case study. Ask instead what their accounts look like against the platform. From LinkedIn Ads benchmarks 2026, built on Kiin Labs' study of 464 accounts:
| Metric (medians) | Value | Ask the agency |
|---|---|---|
| Landing page CTR | 0.46% | "Do you report this or total CTR?" |
| Cost per landing page click | $14.71 (good: $8.37) | "What is your median across accounts?" |
| CPM | $65 (good: $36) | "How do you set bids?" — 63% of cost per click is CPM |
| True account frequency | 9.5 (campaigns report 3.5) | "How do you measure frequency across campaigns?" |
An agency that cannot engage with these numbers is reporting to you from the platform's default view, which is the view the platform designed.
By stage, budget, channel and reporting
Most "best paid media agency" questions are really "best for a company like mine": a Series A SaaS spending $8,000 a month needs a different agency from a Series C spending $150,000, and a twelve-month enterprise sales cycle needs different reporting from a self-serve product. The table pulls what each agency states about the stage it serves, its budget floor, the channels it runs (including LinkedIn CTV, programmatic and Reddit where stated) and what it reports on, so the shortlist can be filtered before a single call.
| Agency | Stage served | Budget floor | Channels | Reporting standard |
|---|---|---|---|---|
| Kiin | Seed to Series C and enterprise, sales-led B2B SaaS and B2B; $6,500+ ACV, 3 to 9 month cycles | $4,000 to $300,000+ a month media; fee from $2,500 to $9,500, published (covers up to $10,000 a month media per platform; stepped tiers above) | LinkedIn (thought leader, conversation, lead gen forms, LinkedIn CTV), Google, Meta, Reddit; signal-based outbound | Landing page clicks and pipeline in HubSpot or Salesforce; benchmarked against 1,000+ accounts |
| Omni Lab | Series A to C B2B SaaS | $10,000+ a month media | LinkedIn, Google, Meta, YouTube, Bing, Reddit | Conversion tracking and analytics (Omni OS) |
| Hey Digital | B2B SaaS, stage not stated | Not stated | Google, Bing, LinkedIn, Meta, Reddit, YouTube; video | Not stated |
| Flow Agency | B2B SaaS and professional services | Not stated | Google, LinkedIn; SEO, LLM optimisation | GA4 and GTM |
| Impactable | B2B, cybersecurity and fintech depth | Not stated | LinkedIn core; search, Meta, programmatic; outreach | LinkedIn CAPI-certified; DemandSense |
| Refine Labs | Series B+, $50M+ ARR | From $14,000 a month fee, six-month minimum | LinkedIn, Google, YouTube, Meta, CTV, OOH | Demand strategy with pipeline reporting |
| Directive | Mid-market and enterprise B2B | Enterprise; not published | Paid media, programmatic, creative, content, RevOps | Pipeline, not MQLs |
| KlientBoost | Growth-stage, any B2B | $5,000+ a month media; 3 to 6 month term | Google, LinkedIn, CRO, SEO, email | Goal-based; free resources if pacing behind |
| Sculpt | Mid-market and enterprise B2B brands | Not stated | LinkedIn, Meta, TikTok, Reddit, Google; organic social | Social and brand metrics |
| ToJupiter | B2B SaaS, embedded | Not stated | Paid media, webinars, content, RevOps | Pipeline-to-spend ratio |
| Lever Digital | SaaS and lead gen, growth-stage | Not stated; no fixed-term contracts | Google, Microsoft, LinkedIn, paid social | Pipeline, per its case studies |
| Gripped | Seed to Series B; £2M to £20M ARR | Not stated | Google, LinkedIn, Meta; SEO, ABM | Pipeline, not lead volume |
| YOYABA | €5M+ ARR European B2B software | €10,000+ a month media; fee from €10,000 | LinkedIn core; Google, Meta; creative, RevOps | RevOps-connected |
| Dapper | European B2B SaaS, services and hardware | Not stated | LinkedIn, Google; content, video, email | Not stated |
| Holini | B2B investing $10k+ a month in PPC | $10,000+ a month media | Google, LinkedIn, Microsoft | GA4 and CRM-connected analytics |
| Understory | Seed to IPO B2B | Flat fee, not published; six-month minimum | LinkedIn, Google, Meta, Reddit, X; GTM engineering | CRM integration |
| Fractional Demand | B2B with a CRM to build on | Not stated | Google, Meta, LinkedIn; HubSpot, Clay, Outreach | RevOps-built attribution |
| GrowthSpree | B2B SaaS only | Flat fee, not published | Google, LinkedIn, Meta; ABM, RevOps | CRM-tracked pipeline |
| Transmission | Enterprise technology | Enterprise; not published | Full GTM: media incl. Reddit (Gold partner), ABM, creative | Enterprise reporting |
Seed and Series A ($4,000 to $15,000 a month in media): pick an agency with a published fee and no percentage of spend, because a percentage fee on a small budget buys almost no senior time. Kiin, Gripped, Fill My Funnel, Hey Digital, GrowthSpree and Cleverly all take accounts at this size. Series B ($15,000 to $50,000): the account is large enough for a full funnel across LinkedIn, Google and Meta, and the question becomes who reports pipeline attribution from the CRM rather than platform conversions; Kiin, Omni Lab, Impactable, Understory and YOYABA are built for this band. Series C, enterprise and large budgets ($50,000+ and multi-region): Refine Labs, Directive, Transmission and The Marketing Practice have the team size and board-level reporting; Kiin runs accounts into the hundreds of thousands a month on published stepped tiers (never a percentage of spend), so is a fit here too. Long or complex sales cycles (six to eighteen months): favour agencies that report sales-accepted pipeline and run ABM alongside media (Ironpaper, Elevation, the enterprise ABM specialists), or a LinkedIn-first programme that warms named accounts before outbound (Kiin, Impactable).
Which of these run programmatic and CTV
Connected TV and programmatic have moved from an enterprise-only line item to something mid-market B2B buys, largely because LinkedIn opened CTV inventory to accounts already running feed campaigns. It is now one of the more common things buyers ask an agency to cover alongside paid search and LinkedIn — and one of the least commonly staffed.
Of the nineteen agencies on this page, five state a programmatic or CTV capability publicly. The table below lists those five plus the four that state pipeline-level attribution without a stated programmatic offering, because those are the two capabilities usually asked about together.
| Agency | Programmatic / CTV | Paid search + LinkedIn | Pipeline attribution |
|---|---|---|---|
| Kiin | LinkedIn CTV | Yes | Pipeline in HubSpot or Salesforce |
| Refine Labs | CTV and OOH | Yes | Pipeline reporting |
| Directive | Programmatic | Yes | Pipeline, not MQLs |
| Impactable | Programmatic | Yes | CAPI-certified; DemandSense |
| Transmission | Enterprise programmatic and ABM | Yes | Enterprise reporting |
| Understory | Not stated | Yes | CRM integration |
| ToJupiter | Not stated | Yes | Pipeline-to-spend ratio |
| YOYABA | Not stated | Yes | RevOps-connected |
| Fractional Demand | Not stated | Yes | RevOps-built attribution |
What to ask: CTV and programmatic are bought very differently. LinkedIn CTV runs inside Campaign Manager against the same audience as your feed campaigns, so it is a setting on a programme you already run and needs no separate contract. Independent programmatic means a DSP, separate inventory and usually a minimum commitment. An agency that says “we do CTV” should be able to tell you which of the two they mean in one sentence. For most B2B companies under roughly $30,000 a month of total media, the LinkedIn route is the one that makes sense — the audience is already built and the reporting lands in the same place as everything else.
Which of these run search engine marketing alongside paid social
Search engine marketing and paid social are the two halves of the same programme, and the reason to care which agency does both is not convenience. Search captures demand that already exists; paid social creates it. Run them under separate owners and the cheaper cost per lead column wins the budget every quarter, which removes the demand search was harvesting, and the decline turns up two quarters later in a channel nobody touched.
Stating both paid search and paid social under one owner: Kiin (LinkedIn, Google Ads, Microsoft Ads, Meta and Reddit under one paid media specialist), Directive, Omni Lab (six platforms including Bing), Hey Digital, Flow Agency (Google and LinkedIn specifically), KlientBoost, Holini, Lever Digital, Gripped, GrowthSpree and Understory. Microsoft Ads is the one most often left out and increasingly the one worth having, because Copilot answers draw on the Bing index.
The question to ask in a first call is not whether they run both. It is how a lead that converted on a branded search gets credited back to the campaign that made the person search. An agency that cannot answer that is running two disconnected programmes and calling it full funnel. Our own service pages for each half are B2B PPC and B2B paid social.
Which of these handle six-figure monthly budgets
Above roughly $100,000 a month in media the job changes. Creative production becomes the constraint rather than targeting, frequency management matters more than audience size, and incremental spend starts buying worse inventory unless someone is actively managing where it goes. Agencies built for $10,000 a month do not simply scale up.
Stating enterprise or six-figure capability on this page: Directive (100+ strategists, 420+ brands, the largest B2B only performance agency here), Transmission (global enterprise go to market), Refine Labs (from $14,000 a month management fee before media), TripleDart where listed, and Understory at the upper end of its range. Kiin runs stepped fees above $10,000 of media per platform and is honest that a six-figure enterprise programme with procurement and legal review is not what an eight person team is built for.
Below $5,000 a month in media the opposite problem applies: you are buying one layer of the funnel and it should be the capture layer. The honest range where most of this page competes is $5,000 to $50,000 a month.
Which of these work with PE-backed and private equity portfolio companies
Private equity and growth-stage portfolio work is a different brief: a board reporting cadence that is quarterly rather than monthly, a defined hold period that sets the payback horizon, and frequently several portfolio companies with the same investor watching. Attribution stops being a marketing preference and becomes a board requirement.
Agencies here with stated PE-backed or portfolio experience: Directive, Transmission, Refine Labs and Kiin, which publishes a dedicated paid media for PE-backed and growth-stage B2B page covering the reporting cadence and what a sponsor actually wants to see. The common failure in portfolio work is an agency that reports platform metrics into a board pack: a board does not care about cost per lead, it cares about pipeline coverage against plan and payback period.
Which of these work internationally
International B2B media is mostly a creative and language problem rather than a buying one. The auction mechanics do not change across markets; what changes is whether your creative was built natively in the language or translated after the fact, and whether anyone is watching that a DACH campaign is not being judged on a US benchmark.
Agencies on this page working across multiple regions: Kiin (London, serving UK, EU and US), Directive (global offices), Transmission (offices worldwide), YOYABA (DACH and European B2B software), Dapper (Netherlands and Portugal, serving Europe, UK and US), COSEOM where listed (campaigns built natively in six languages) and Understory. If you are expanding into a new region, ask specifically whether creative is produced natively or translated, because translated B2B creative underperforms in a way that shows up as a targeting problem and is not one.
What paid media costs by market
Several agencies on this page run programmes internationally. Before you brief one, know that the market you buy in moves the price far more than the agency does. Single-country campaigns only, so the figures are not blurred by multi-market delivery.
| Market | CPM | Landing page CTR | Cost per landing page click | Cost per lead | Accounts |
|---|---|---|---|---|---|
| United Kingdom | $47.31 | 0.25% | $20.69 | $383 | 89 |
| United States | $92.01 | 0.23% | $46.98 | $809 | 322 |
| Germany | $31.71 | 0.09% | $26.62 | $342 | 49 |
| Netherlands | $23.71 | 0.16% | $12.64 | $545 | 83 |
| France | $25.31 | 0.15% | $14.13 | — | 27 |
| Denmark | $100.68 | 0.12% | $57.96 | — | 36 |
| Sweden | $209.89 | 0.16% | $87.68 | — | 29 |
| India | $13.52 | 0.14% | $9.31 | — | 17 |
The United States costs 2.3 times the UK per click and 2.1 times per lead, and the UK has the best landing page click through rate of any major market. If your buyer exists in both, the order you enter them in is worth more than the agency you pick to do it. n = 322 US accounts and 89 UK accounts with delivery, 119 and 24 respectively for the lead figures.
What CTV costs against the feed, on the same accounts
Several agencies on this page sell connected TV alongside paid social. The comparison almost nobody publishes is what the two cost on the same advertisers in the same period.
| Placement | CPM | What you are buying |
|---|---|---|
| Connected TV | $25.76 | a completed view on a television screen |
| LinkedIn feed | $96.43 | an impression that may be scrolled past |
CTV reaches a thousand people for roughly a quarter of what the feed charges, measured across 31 advertiser accounts running both. What it does not do is produce clicks, so it cannot be judged on the same report as the feed. We tested whether CTV lifts feed performance for the same advertiser and could not find a significant effect in any of three designs, including one that reversed. Treat CTV as cheap reach on a better screen, and be sceptical of any agency selling it as a multiplier on your other channels. We published that null result rather than the headline we wanted.
n = 31 advertiser accounts running both placements. Medians across accounts, LinkedIn Audience Network excluded.
How to choose
- "Do you report clicks or landing page clicks?" On LinkedIn, if they do not immediately know the difference, everything they have ever reported has been inflated. On Google, the equivalent is "do you report brand and non-brand separately?"
- "Show me a mid-funnel campaign you built." If they cannot show a retargeting layer segmented by engagement depth, they build half a funnel.
- "Is your fee a percentage of spend?" Percentage-of-spend pays the agency more for spending more of your money. Ask why they chose their model.
- "Who works on my account?" Is the person in the pitch the person doing the work?
- "Can you connect spend to pipeline?" If the answer is cost per lead, they measure the top of your funnel and call it results.
For the single-channel versions of this question: best LinkedIn Ads agencies and best SaaS PPC agencies.