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THE VERDICT BENCHMARK REPORT

The Verdict Is In. Does Your Paid Media Spend Hold Up?

Get an inside look at Google and LinkedIn performance with exclusive B2B benchmarks from Directive’s client campaigns. See what the data reveals about cost, conversion, and opportunities to invest for growth.

In ad spend
$ 0 M
Paid media benchmarks
0
Based on Directive client performance from January through June 2026. Client sample sizes vary by metric.

What’s included

  • Google Search benchmarks for Brand, Non-Brand, and Competitor campaigns.
  • Retargeting performance across Google and LinkedIn.
  • LinkedIn Content Downloads, Lead Gen Forms, Conversation Ads, and Message Ads.
  • Directive’s analysis and questions to investigate across each tactic.
Access the Report

Benchmarks for Smarter Budget Decisions

LinkedIn retargeting’s median cost per conversion is about 20% lower than Google’s, despite substantially higher click costs. Following performance beyond the click can change how you evaluate an investment. The next step is understanding whether it creates qualified opportunities and increases demand across the business.

The Verdict pairs Google and LinkedIn benchmarks with analysis of audience quality, conversion intent, and sales outcomes. Use the findings to improve campaign performance and inform investment, while recognizing that attributed conversions capture only part of advertising’s impact.

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Google Search

Evaluate Brand, Non-Brand, and Competitor campaigns through buyer intent and sales outcomes. Consider whether search investment captures additional demand or claims credit for buyers already likely to convert.

Retargeting

Examine audience recency, delivery context, and qualification to understand performance. Assess opportunities to expand investment and whether the available audience can support it.

LinkedIn Advertising

Explore how content offers, native forms, and sponsored messaging engage your market. Look beyond immediate conversions to consider how advertising builds future demand.

A Higher Standard for B2B Advertising

“The Verdict gives us a clearer view of what we can track. Use it to understand your costs, challenge your assumptions, and improve your advertising. It should not become the ceiling on what we’re willing to fund.

“Marketing needs to be held to a higher standard. Our investments should increase total demand, bookings, and revenue across the business. If we only fund what we can attribute, we’ll keep optimizing for the people who click and underinvesting in everyone who could become a customer. Perfect attribution cannot be the price of admission for growth.”

Garrett Mehrguth
Founder and CEO, Directive

Invest in Paid Media That Grows Your Business.

Partner with Directive to reach your exact market, capture demand, and build future demand. Measure success through total opportunities, bookings, and revenue.

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