Start from your budget or from an impression target. Get your CPM, CPC, CTR, the reach your budget buys and the gap with LinkedIn, Meta, Google Display and YouTube B2B benchmarks.
Two ways in. I know my budget: enter what you spent and what the platform delivered (impressions, clicks, leads) to get your real CPM, CPC and CTR, then the reach of the next budget you plan. I target an impression volume: enter the impressions you need and the calculator returns the budget, the clicks and the cost per lead to expect.
Indicative B2B references used by the verdict: LinkedIn Ads around 35 CPM and 0.5% CTR, Meta around 9 CPM and 0.9% CTR, Google Display around 4 CPM, YouTube around 10. LinkedIn is the most expensive per thousand impressions and often the cheapest per qualified lead, because the targeting by job title does the filtering.
A CPM more than 40% above benchmark usually points to an audience that is too narrow, weak ad relevance or a bidding strategy to review. A normal CPM with a low CTR points to the creative. In both cases, fix before adding budget.
A low CPM says nothing about revenue. Once your media costs are under control, the ROAS calculator turns this traffic into leads, customers and margin.
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