Channel Benchmarks

Don’t want to make a mistake investing in an ad platform that won’t work? 

Regardless of what you hear online, no one can promise you that ( including me). 

But thankfully success leaves clues and we surveyed 60  B2B marketers to find the answer. 

So regardless if you’re a new advertiser, startup founder, or agency owner reading this.

We’ve got you covered, let’s dive in 👇

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TABLE OF CONTENTS:

• Where can you advertise online?
• How to decide on the best ad platform?
• Which ad platforms are best for B2B lead generation?
• Which ad platforms are best for B2B awareness?
• Which ad platforms are most popular for B2B?
• Which ad platforms are most B2B marketers planning to invest in?
• Making your final decision on where to advertise

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Where can you advertise online?

There is no shortage of opportunities where you can advertise online. 

Most channels can be grouped into these five primary categories:

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This isn’t an exhaustive list of every available ad platform but it  gives you a sense of what’s possible.

Now that you’re aware of the various ad  platforms available, how do you decide which to choose? 

How to decide on the best ad platform?

When considering investing in a new ad platform here’s four key criteria to consider:

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With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.

Which ad platforms are best for B2B lead generation?

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After reviewing the responses from 60 B2B marketers here’s what we found:

• 52.7% reported Google Ads
• 38.2% reported LinkedIn Ads
• 3.6% reported Facebook Ads
• 1.8% reported Capterra Ads
• 1.8% reported Instagram Ads
• 1.8% reported Native Ads

Which ad platforms are best for B2B awareness?

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After reviewing the responses from 60 B2B marketers here’s what we found:

• 56.1% reported LinkedIn Ads
• 12.3% reported Facebook Ads
• 12.3% reported YouTube Ads
• 10.5% reported Google Ads
• 3.5% reported Connected TV
• 3.5% reported Display Ads
• 1.8% reported Instagram Ads

Which ad platforms are most popular for B2B?

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After reviewing the responses from 60 B2B marketers here’s what we found:

• 20.2% reported Google Ads
• 18.8% reported LinkedIn Ads
• 13.0% reported Facebook Ads
• 11.2% reported Instagram Ads
• 9.0% reported YouTube Ads
• 8.3% reported Microsoft Ads
• 5.8% reported Capterra Ads
• 5.& reported Display Ads
• 2.5% reported Reddit Ads
• 2.2% reported Native Ads
• 1.8% reported X (Twitter Ads)
• 1.1% reported Connected TV
• 0.4% reported Quora Ads

Which ad platforms are most B2B marketers planning to invest in?

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After reviewing the responses from 60 B2B marketers here’s what we found:

• 13.5% reported YouTube Ads
• 12.1% reported X (Twitter) Ads
• 10.6% reported Reddit Ads
• 9.9% reported Connected TV
• 9.2% reported Audio Ads
• 7.8% reported Display Ads
• 7.1% reported Microsoft Ads
• 7.1% reportedFacebook Ads
• 7.1% reported Capterra Ads
• 5.7% reported Instagram Ads
• 4.3% reported Native Ads
• 3.5% reported Apple Search Ads
• 1.4% reported LinkedIn Ads
• 0.7% reported Tiktok Ads

Making your final decision on where to advertise

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All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring. 

Ultimately don’t forget the four key criteria when making your decision of where to advertise.

When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.

From here you’ll have a better idea of if this channel will make sense. 

Hope you found this article helpful! 

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Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

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We believe every marketer should know how to scale paid ads so they can:

•  Scale their ideas
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Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

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If you’ve ever asked yourself:

• How much does YouTube Ads cost?
• What’s a good view rate for YouTube Ads? 
• What’s a good CTR for YouTube Ads?

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We analyzed $1,041,978 In YouTube Ads data from 2023-2024 to find the answers. 

Now It’s important to stress that benchmarks and stats should not be seen as law. 

Use these benchmarks and stats  as helpful starting point for perspective. 

But ultimately you should hold yourself accountable to your own results. 

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The data set is comprised of the following sample:

• Companies with > $10,000 in YouTube spend
• Historical performance from 2023-2024
• 100% B2B SaaS organizations 

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For my fellow nerds 🤓 you can review and play with the anonymized data set here <<

Let’s jump into the insights! 

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TABLE OF CONTENTS

• How much does YouTube Ads cost?
• Average Cost Per Click (CPC)
• Average Cost Per Thousand Impressions (CPM)
• What’s a good view rate for YouTube Ads? 
• What’s a good CTR for YouTube Ads?
• Additional Resources

How Much Does YouTube Ads Cost?

Average Cost Per View (CPV)

The average cost per view for YouTube in-stream ads is $0.05, ranging from $0.01-$0.19.

A view is only counted if someone watches at least 30 seconds of your video. 

Average Cost Per Click (CPC)

The average cost per click for YouTube Ads is $3.56, ranging from $0.05 - $10.71.

Average Cost Per Thousand Impressions (CPM)

The average cost per thousand impressions (CPM) for YouTube Ads is $9, ranging from $1 - $23. 

What’s a Good View Rate for YouTube Ads? 

The average view rate for YouTube in-stream ads is 29.24%, ranging from 3.47% - 51.39%. 

What’s a Good CTR for YouTube Ads?

The average clickthrough rate  for YouTube in-stream ads is 0.51%, ranging from 0.09% - 1.64%. 

Additional Resources

If you’re looking to uplevel your paid advertising skill set check out our free on-demand courses and join 1,000+ B2B marketers leveling up their skill sets. 

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If you want to dive deeper into B2B advertising check out some of our other top articles:

• B2B Advertising in 2024: The Definitive Guide
• How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)

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Hope these benchmarks and stats gave you some insight on YouTube Ads. 

As mentioned at the beginning of this article benchmarks should only be used as a starting point. 

Your performance and beating your current benchmarks is ultimately all that matters most. 

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