LinkedIn Now Commands 41% of B2B Ad Budgets

LinkedIn's share of B2B ad budgets hits 41%. New Company Attribution feature connects campaigns to revenue at the company level.

1 min read

What changed

LinkedIn's share of total B2B ad budgets has grown to 41%, up 2 percentage points year-on-year

MRC accreditation for video ad metrics, with video watch time up 36% YoY

New Company Attribution feature connects campaigns to revenue at the company level using CRM data

BrandLink lets advertisers place video ads alongside creator content

What it means

LinkedIn is consolidating its position as the default B2B ad platform. The Company Attribution feature is the real story here. It lets you connect LinkedIn campaigns to actual revenue at the company level using CRM data, not just lead counts. For AU B2B businesses, this closes the attribution gap that's made LinkedIn ROI hard to prove.

What to do

If you're running LinkedIn ads, enable Company Attribution in your campaign manager and connect your CRM.

Test BrandLink if you're investing in video content.

For AU B2B companies spending less than 30% of budget on LinkedIn, benchmark against the 41% industry average.

Evaluate whether you're underweight on the platform where your buyers actually are.