The cheapest real visit on LinkedIn is a single image ad, at $13.63.
At the median advertiser account, a single image ad costs $13.63 per landing page click, a video $33.68 and a document ad $101. A document is the cheapest click on LinkedIn at $2.57 and one of the dearest visits, because opening the document counts as the click.
By Phil Ilic · Published 21 Oct 2026 · From Kiin Labs, LinkedIn Ads Benchmarks 2026
| Format | CPM | CPC (LinkedIn) | Cost per landing page click | Accounts |
|---|---|---|---|---|
| Single image | $48.02 | $6.32 | $13.63 | 774 |
| Carousel | $54.01 | $11.48 | $14.01 | 106 |
| Event ad | $49.36 | $6.33 | $21.61 | 75 |
| Thought leader ad, single image | $62.62 | $1.58 | $25.02 | 408 |
| Video | $40.93 | $8.89 | $33.68 | 504 |
| Thought leader ad, video | $60.02 | $2.91 | $73.56 | 203 |
| Document | $61.77 | $2.57 | $101 | 154 |
| Spotlight ad | $1.72 | $6.86 | $6.86 | 131 |
| Text ad | $0.22 | $4.81 | $6.02 | 172 |
| Follower ad | $1.51 | $6.80 | — | 45 |
| Message and conversation ads | $0.42 per send | clicks not synced | — | 242 |
| Connected TV | $25.76 | no click | — | 31 |
Median advertiser account, all objectives except lead generation, 8 Sep 2025 to 7 Sep 2026, USD. Spotlight, text and follower ads sit in the right rail or are priced differently, so their CPMs are not comparable with feed formats.
Kiin Labs (2026). LinkedIn cost per landing page click by ad format, median advertiser account: single image $13.63, carousel $14.01, video $33.68, document $101 (944 accounts), 8 Sep 2025 to 7 Sep 2026. https://kiin.co/research/linkedin-cost-by-ad-format
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LinkedIn's click and a real visit are different numbers.
How to read it
LinkedIn's CPC counts every chargeable click, including reactions, profile clicks and opening a document. The landing page column counts only clicks that reach your site. Read the two side by side: thought leader ads and documents look cheapest on LinkedIn's CPC and are among the dearest per real visit.
On the lead generation objective
CPMs are higher again when the objective is lead generation: single image $74, video $72, carousel $61 and document $53. The form has to earn that premium on completion; see form completion by channel.
What to do
Buy website visits on single image or carousel. Use thought leader ads and video to build attention and a retargeting pool, judged on engagement rather than on cost per click, and put the demo ask in a message ad or document to that pool.
Where the number comes from
Kiin Labs LinkedIn Ads Benchmarks 2026: 944 B2B advertiser accounts, twelve months to 7 September 2026, medians across accounts, LinkedIn Audience Network excluded. The same table, with every other cost cut, is on how much LinkedIn ads cost.
Questions about this number.
Which LinkedIn ad format is cheapest?
Per real website visit, single image: $13.63 per landing page click at the median account, with carousel close behind at $14.01. Per LinkedIn-counted click, thought leader ads ($1.58) and documents ($2.57) look cheapest, but most of those clicks never reach your site.
How much do LinkedIn video ads cost?
$40.93 per thousand impressions and $33.68 per landing page click at the median account, across 504 advertisers in the twelve months to 7 September 2026.
How much do LinkedIn document ads cost?
$61.77 per thousand impressions at the median account. LinkedIn reports a $2.57 CPC because opening the document counts as a click; a click through to your site costs $101.
How much do LinkedIn message ads cost?
$0.42 per send at the median account across 242 advertisers, for message and conversation ads together. Cost per lead depends on the offer; see the conversation ads benchmarks.
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