Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
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.
What the source says
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
Metadata.io — B2B advertising benchmarks: CTR, CPC, CPM and cost per lead by channel (2025 data)
- Commonly cited as
- "What does a B2B lead cost on LinkedIn vs. Facebook vs. Google Ads?"
- True origin
- Metadata.io — B2B advertising benchmarks: CTR, CPC, CPM and cost per lead by channel (2025 data)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2025
- Data as of
- Calendar 2025 spend (published as Metadata's 2026 benchmark report)
- Last checked
- Method & sample
- Spend-weighted aggregates across 153 B2B advertisers, $57.6M of 2025 spend and 211,000 leads run through Metadata's platform.
- Drift between quote and source
- 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.