B2B SaaS paid media benchmarks
A benchmark shows what normal looks like for B2B SaaS paid media: cost per click, conversion rate, cost per sales-qualified lead and wasted spend. Each figure sits beside its source, sample and date, split by vertical and deal size where the data allows.
Key facts
- B2B SaaS companies waste about a third of paid spend: 34.0% on Google Ads (104 accounts) and 32.0% on LinkedIn Ads (56 accounts). How much ad spend do B2B SaaS companies waste? →
- Median B2B SaaS non-brand search CPC is $8.50 to $14.00, and median cost per SQL is $800 to $2,500. B2B SaaS Google Ads benchmarks 2026 →
All Benchmarks articles
Wasted spend
Benchmarks
How much ad spend do B2B SaaS companies waste? The 2026 data
About a third. Two 2026 audits put average waste at 34.0% of Google Ads spend and 32.0% of LinkedIn Ads spend in B2B SaaS. Where it goes.
Benchmarks 2026
Benchmarks
B2B SaaS Google Ads benchmarks 2026: CPC, CTR, conversion rate and cost per SQL
2026 Google Ads benchmarks for B2B SaaS: median CPC $8.50 to $14.00, conversion rate 2.5% to 4.0%, cost per SQL $800 to $2,500, by vertical and deal size.
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