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What are Good Benchmarks for Your B2B Digital Advertising?

Updated: Aug 17, 2023

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In the ever-evolving world of B2B digital advertising, understanding and measuring key performance metrics are essential for gauging the effectiveness of your campaigns. However, what constitutes a "good" benchmark for these metrics may vary based on factors like industry, target audience, and campaign objectives. In this blog, we'll explore several vital B2B digital advertising metrics, such as CPM, CTR, CPC, CPL, and more, and provide insights into setting benchmarks that align with your business goals.

CPM (Cost Per Mille):

CPM measures the cost of reaching 1,000 ad impressions. For B2B campaigns, a typical CPM benchmark might range from $10 to $30, but it can vary based on industry and ad placements. Higher CPMs are generally seen in niche B2B markets.

CTR (Click-Through Rate):

CTR represents the percentage of clicks on your ad relative to its total impressions. In B2B, a healthy benchmark for CTR is around 0.5% to 2%. However, keep in mind that CTR can fluctuate based on the ad's relevance, design, and target audience.

CPC (Cost Per Click):

CPC reflects the cost incurred for each click on your ad. For B2B campaigns, a good CPC benchmark is usually between $2 to $5. CPC rates might be higher in competitive B2B industries.

CPL (Cost Per Lead):

CPL indicates the cost of acquiring a lead through your advertising efforts. B2B CPL benchmarks can range from $30 to $100, but this figure depends on lead quality, target audience, and the value of the offering.

Conversion Rate:

Conversion rate measures the percentage of users who complete the desired action, such as filling out a form or subscribing to a newsletter. In B2B, a conversion rate of 2% to 5% is generally considered good, although this can vary based on the complexity of the conversion goal.

ROAS (Return on Advertising Spend):

ROAS evaluates the revenue generated relative to ad spending. A ROAS benchmark of 4:1 or higher is considered successful in B2B digital advertising. However, ROAS targets should align with your specific business objectives.

Lead-to-Customer Conversion Rate:

This metric evaluates the percentage of leads that ultimately convert into paying customers. B2B lead-to-customer conversion rates might range from 10% to 30%, depending on the sales cycle and product complexity.

Establishing meaningful benchmarks for your B2B digital advertising metrics is crucial for measuring campaign success and identifying areas for improvement. While industry averages can offer insights, it's essential to consider your unique business goals, target audience, and campaign objectives when setting benchmarks. Regularly monitoring and optimizing your campaigns based on these benchmarks will help you drive greater efficiency, boost conversions, and maximize the impact of your B2B digital advertising efforts.


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