Clicks don’t pay the bills. Pipeline quality does.

LinkedIn is flipping the performance narrative. While its CPMs are among the highest in social — averaging $23.42 vs Meta’s $5.46 — the platform is doubling down on value over volume. “Clicks don’t pay the bills, pipeline quality does,” says Jae Oh, LinkedIn’s Head of Ads Measurement.

In a piece for Digiday, LinkedIn makes the case for its premium pricing, arguing that high-intent, job-qualified audiences drive better B2B outcomes. Brave Bison’s Mark Byrne backs the logic, noting LinkedIn’s lower feed time and tighter inventory as key pricing factors.

Still, some agencies remain cautious — especially for B2C campaigns — but for B2B, SaaS, and higher ed marketers, LinkedIn’s unmatched targeting power may be worth the price tag.

Read the full article on Digiday.