Vendor reportDreamdata, 2026

Across the full funnel each B2B ad platform wins on a different metric: Meta on cost per click, Google Search on click-through rate, LinkedIn on ROAS and influenced deals

Channel validation

Metric	Meta	Google Search	LinkedIn
CPC (EUR)	1.6	5.19	5.98
CPM (EUR)	9.18	234.64	34.33
CTR (%)	0.61	4.26	0.57
Cost per company influenced (EUR)	128.7	110.37	70.11
Cost per contact influenced (EUR)	231.77	362.39	1,033.29
ROAS (%)	51	67	121
Influenced New Business Deals (%)	2	31	36
Share of Budget (%)	8	33	41

B2B ads funnel benchmarks by platform (2025)

Reader Note:: The table in full: cost per click EUR 1.60 on Meta, 5.19 on Google Search, 5.98 on LinkedIn; click-through rate 0.61%, 4.26% and 0.57%; return on ad spend 51%, 67% and 121%; influenced new-business deals 2%, 31% and 36%. LinkedIn is the dearest click and the lowest click-through rate of the three, so its lead rests entirely on the two attributed measures. Both come from Dreamdata's own attribution model, calculated on closed-won deals over twelve months with impressions excluded, and the model itself is not published. A measurement change lands in the same period: the report says its new IP-to-company engine identifies up to fifteen times more companies than before, so part of the influenced-deals figure may be better detection rather than better performance.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Aggregated data from thousands of Dreamdata B2B customers, covering 66+ million sessions and 3.5+ million customer journeys; only companies that agreed to benchmark use were included, and accounts needed minimum spend.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Across the full funnel each B2B ad platform wins on a different metric: Meta on cost per click, Google Search on click-through rate, LinkedIn on ROAS and influenced deals

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