LinkedIn emerges as top B2B ad channel with highest returns – IT Brief Australia

New analysis indicates that LinkedIn has become the leading ad channel for B2B advertisers, measured both by budget allocation and return on ad spend. Data from the 2025 LinkedIn Ads Benchmarks Report, released by Dreamdata, reveals that LinkedIn now accounts for 39% of total B2B ad spend. This figure surpasses any individual Google platform and represents an increase from 31% at the beginning of 2024. The report is based on aggregated data from hundreds of B2B organisations using Dreamdata’s attribution platform. The findings suggest a notable shift in advertising strategy as marketers seek more dependable indicators of performance amid lengthening and increasingly complex sales cycles. Spending trends LinkedIn’s share of ad budgets reflects a broader reallocation away from channels like Google and Meta. The platform’s 39% share now positions it as the single largest ad channel by spend for B2B marketers, as confirmed by the Dreamdata data set. This trend is accompanied by an increase in measured returns. LinkedIn is now the only major ad network producing a positive average return on ad spend (ROAS), with a reported 113%. For comparison, Google Search delivered a 78% return and Meta just 29% over the same period. Cost efficiency Beyond higher average
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