Our newsletterVendor reportDreamdata, 2026
LinkedIn takes the largest single share of B2B ad budget at 41%, ahead of non-brand Google Search at 33%
Budget allocation
B2B spending distribution between channels: B2B ad spend distribution by channel (% of total ad budget), 2025
B2B spending distribution between channels: B2B ad spend distribution by channel (% of total ad budget), 2025| Channel | Share of total ad budget (%) |
|---|---|
| 41% | |
| Google Search Non-brand | 33% |
| 8% | |
| Google Search Brand | 8% |
| Google Smart | 3% |
| Google Display | 1% |
| Youtube | 1% |
| Google Other | 1% |
| Bing Non-brand | 3% |
| Capterra | 1% |
- Reader Note:
- The full split is LinkedIn 41%, non-brand Google Search 33%, Facebook 8%, brand Google Search 8%, Google Smart 3% and non-brand Bing 3%. Grouped together Google's channels come to 44% and outspend LinkedIn — the 41% leads only as a single named channel. These are Dreamdata customers who agreed to benchmark use, a set already investing in attribution and in LinkedIn, so the mix reflects what those firms buy rather than the B2B market's.
- 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.
Reader Note:
Evidence:
Vendor interest:
Sample: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.
Related cards
Budget allocationIdea
IdeaNearly half of all marketers allocate nothing to consumer research in influencer marketing, and no one allocates more than 10%
Trend
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
Budget allocationTrend
In 2025, 71% of organizations increased influencer marketing investment year over year