{
  "schema_version": "1.1",
  "id": "metadata-b2b-cost-per-lead-linkedin-202-facebook-145-google-524",
  "slug": "metadata-b2b-cost-per-lead-linkedin-202-facebook-145-google-524",
  "url": "https://groundedkit.com/claims/metadata-b2b-cost-per-lead-linkedin-202-facebook-145-google-524/",
  "api_url": "https://groundedkit.com/api/claims/metadata-b2b-cost-per-lead-linkedin-202-facebook-145-google-524.json",
  "claim": "B2B cost per lead in 2025: LinkedIn $202, Facebook $145, Instagram $138, Google Ads $524 (Metadata)",
  "commonly_cited_as": "\"What does a B2B lead cost on LinkedIn vs. Facebook vs. Google Ads?\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "medium",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Metadata.io",
    "title": "B2B advertising benchmarks: CTR, CPC, CPM and cost per lead by channel (2025 data)",
    "year": "2025"
  },
  "quote": "LinkedIn 138 0.67% $9.39 $63.19 5.9% $202 Facebook 71 0.79% $1.95 $15.50 2.6% $145 Instagram 49 0.65% $2.82 $18.25 4.0% $138 Google Ads 56 6.33% $9.76 $617.91 1.9% $524",
  "method": "Spend-weighted aggregates across 153 B2B advertisers, $57.6M of 2025 spend and 211,000 leads run through Metadata's platform.",
  "drift": [
    "Lead counts, not lead quality or pipeline",
    "One vendor's customer base",
    "LinkedIn is not the cheapest here: Instagram ($138) and Facebook ($145) cost less per lead; Google Ads is highest ($524)"
  ],
  "interest": "Metadata sells B2B paid-media automation software.",
  "safe_rephrasing": "In Metadata's 2025 data from 153 B2B advertisers, cost per lead was $202 on LinkedIn, $145 on Facebook, $138 on Instagram and $524 on Google Ads.",
  "sources": [
    {
      "title": "Metadata — B2B advertising benchmarks",
      "url": "https://metadata.io/b2b-advertising-benchmarks",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Calendar 2025 spend (published as Metadata's 2026 benchmark report)",
  "last_checked": "2026-10-17",
  "stale": false,
  "date_reviewed": "2026-10-17",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}