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Unlocking the Power of LinkedIn and Facebook Ads

Published on: November 17 2023 by Gavin Bell

Unlocking the Power of LinkedIn and Facebook Ads

Table of Contents

  1. Introduction
  2. Background on Facebook and LinkedIn ads
  3. The Experiment: Facebook Ads vs LinkedIn Ads
  4. Platform Size and Reach
  5. Targeting and Ad Creation
  6. Impressions and Clicks
  7. Cost Per 1,000 Impressions (CPM)
  8. Conversion and ROI
  9. Considerations in Choosing Between Facebook and LinkedIn Ads
  10. Conclusion



In today's digital marketing landscape, where social media advertising plays a crucial role, businesses often find themselves faced with a question: should they invest in Facebook ads or LinkedIn ads? Both platforms offer unique opportunities and audience demographics, but which one is more effective in reaching their target audience and driving results? In this article, we will explore the results of an experiment conducted by Cap'n Bell to compare the performance of Facebook ads and LinkedIn ads.

Background on Facebook and LinkedIn ads

Facebook and LinkedIn are two of the most popular social media platforms, with billions of active users worldwide. While Facebook is generally associated with consumer-focused advertising, LinkedIn is seen as a platform for business-to-business (B2B) marketing. However, the lines between these distinctions can sometimes blur, and it's essential to analyze each platform's potential before making a decision.

The Experiment: Facebook Ads vs LinkedIn Ads

Cap'n Bell decided to conduct an experiment to determine which platform performed better for B2B advertising. They allocated a budget of £450 and split it evenly between Facebook and LinkedIn ads, running identical campaigns on both platforms. The goal was to gauge the number of leads generated by each platform and the associated costs.

Platform Size and Reach

Facebook boasts a staggering 2.2 billion active users, dwarfing LinkedIn's user base of 610 million. However, when it comes to marketing, the platform's size doesn't always matter. What truly matters is a platform's ability to deliver the right message to the right person at the right time. Cap'n Bell believed that if LinkedIn could fulfill this criterion better than Facebook, it would be the superior choice for B2B advertising.

Targeting and Ad Creation

To reach their target audience on Facebook, Cap'n Bell created a look-alike audience based on individuals who had previously purchased their programs. On the other hand, LinkedIn allowed them to target individuals based on job titles, company size, and location. While Facebook relied on demographics, LinkedIn targeted individuals based on their professional attributes. Cap'n Bell used the same creative assets for both platforms to ensure a fair comparison.

Impressions and Clicks

During the experiment, Cap'n Bell's ad was viewed 4,203 times on LinkedIn, compared to a staggering 19,941 times on Facebook. This stark difference in impressions could be attributed to the size disparity between the platforms. However, Facebook garnered significantly more clicks, with 253 compared to LinkedIn's 84.

Cost Per 1,000 Impressions (CPM)

One of the most substantial differences between the platforms was the cost per 1,000 impressions (CPM). LinkedIn proved to be five times more expensive, costing £54.63 to reach 1,000 people, while Facebook cost only £11.74. This exorbitant cost on LinkedIn can be a deterrent for businesses with limited marketing budgets.

Conversion and ROI

Ultimately, the success of an advertising campaign lies in its ability to convert leads into paying customers. While Cap'n Bell didn't have concrete data on LinkedIn conversions, they noticed that approximately 25% of Facebook leads went on to purchase their paid courses. This suggests that Facebook had a higher conversion rate despite the lower click-through rate. Although LinkedIn may have a more business-oriented audience, Facebook's results were significantly better.

Considerations in Choosing Between Facebook and LinkedIn Ads

When deciding between Facebook and LinkedIn ads, businesses need to consider several factors. While LinkedIn may provide a more targeted audience, its high CPM and lower click-through rate can be deterrents. Facebook, on the other hand, offers a broader reach, lower costs, and the potential to capture a small percentage of a larger audience effectively.


In conclusion, Cap'n Bell's experiment demonstrated that, despite its reputation as a business-oriented platform, LinkedIn fell short in terms of cost-effectiveness and lead generation compared to Facebook. While LinkedIn may have advantages in targeting a specific audience, Facebook's broader reach and more affordable advertising costs make it a more attractive option for many businesses. However, it is essential to consider individual business goals and target demographics when determining the most suitable platform for advertising efforts.

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