WEBINAR

Looking at paid media performance in isolation only tells you so much. Is an $11 CPC expensive? Is a 3% CTR strong? Should a LinkedIn campaign with a higher cost per click be cut, or is it producing a more efficient funnel? Without the right context, marketers can easily optimize toward the wrong metric.

Directive analyzed paid media performance across its B2B client base from January through June 2026, establishing 36 benchmarks across Google Search, Google and LinkedIn retargeting, and multiple LinkedIn ad formats. The findings highlight meaningful performance differences across channels, campaign types, and stages of the funnel.

In this webinar, Directive’s paid media experts will unpack the findings from The Verdict Report and show you how to use them to evaluate your own performance. We’ll break down median performance across Brand, Non-Brand, and Competitor Search, compare Google and LinkedIn retargeting economics, and examine how LinkedIn Content Downloads, Conversation Ads, Message Ads, and Lead Gen Forms perform across the funnel.

You’ll learn how to compare like with like, follow performance further down the funnel, identify the earliest meaningful point of divergence, and turn those gaps into hypotheses your team can test.

Whether you’re pressure-testing current performance, defending your paid media investment, or determining where to place your bets in 2027, you’ll leave with a clearer framework for separating a metric that looks different from one that signals a real problem.