Paid Media Leakage Scorecard
Fifteen questions that surface where your B2B paid media budget is leaking — before you spend another dollar scaling traffic.
The Premise
Most B2B paid media problems aren't top-of-funnel. They're middle-of-funnel — warm visitors who never get retargeted, demo pages that bounce at 67%, segments that never get built. More traffic doesn't fix any of it. This audit finds the leaks first.
Your Results
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Measurement & Audience Visibility
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Retargeting & Budget Efficiency
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Channel Strategy & Conversion
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Your prioritized fix list & the B2B paid media benchmark card.
- Your specific fixes, ranked by expected impact on demo bookings
- The B2B paid media benchmark card — CPM, CPC, CTR, bounce rate, and landing page conversion ranges by channel
- The category where you scored worst, with the tactical playbook to close it
- An optional 15-min walkthrough where we run the full Performance Blueprint on your actual account
Your Prioritized Fix List
Ranked by expected impact on demo bookings, based on where you scored lowest.
You're in the top 10%.
There's no standard fix list to give you. Book a walkthrough and we'll run an incrementality audit on your actual data to find the next growth lever.
The B2B Paid Media Benchmark Card
Anchor your numbers against real B2B ranges. Screenshot it. Paste it into Slack. Bring it to your next budget meeting.
LinkedIn Ads (B2B)
| Metric | Median range | Top quartile |
|---|---|---|
| CPM | $33 – $55 | < $33 |
| CPC (sponsored content) | $6 – $11 | < $6 |
| CPC (senior decision-makers) | $10 – $16 | < $8 |
| CTR (sponsored content) | 0.44% – 0.65% | > 0.95% |
| Lead Gen Form conversion | 6% – 10% | > 13% |
Sources: HockeyStack (70+ B2B SaaS, $28M spend), Dreamdata, LocaliQ, Closely 2025 data
Google Search (B2B SaaS, non-brand)
| Metric | Median range | Top quartile |
|---|---|---|
| CPC (non-brand) | $5 – $14 | < $5 |
| CPC (cybersecurity, fintech) | $16 – $20 | < $12 |
| CTR (search) | 3.2% – 4.0% | > 6.0% |
| Cost per lead (B2B SaaS) | $90 – $150 | < $80 |
| Cost per SQL (B2B SaaS) | $130 – $200+ | < $100 |
Sources: Dreamdata B2B Benchmarks, GrowthSpree ($60M+ spend across 300+ accounts), WordStream 2025
Landing Page Performance (B2B SaaS)
| Page type | Bounce rate | Conversion rate |
|---|---|---|
| Demo / request-a-call | 35% – 55% | 1.5% – 4% |
| Self-serve / trial signup | 40% – 60% | 4% – 10% |
| Product / feature pages | 35% – 55% | Micro-conversions matter more |
| Top-of-funnel campaign LPs | 60% – 80% | 0.5% – 2% |
| Content / blog pages | 65% – 85% | < 1% direct |
Sources: Daydream benchmark library, Powered by Search, Sender / Unbounce aggregated data
Channel Concentration (B2B average)
| Channel | Avg. share of B2B ad budget | Fragmentation flag |
|---|---|---|
| Google Search + Networks | 37% – 53% | > 60% is concentrated |
| LinkedIn Ads | 30% – 41% | > 50% is concentrated |
| Google + LinkedIn combined | ~70% (typical) | > 80% is over-indexed |
| Meta / programmatic / other | 8% – 20% | Underutilized by most B2B |
Sources: Dreamdata 2024 GTM Benchmarks, Demand Gen Report 2025, Swydo 2025 B2B budget analysis
The Next Step
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This scorecard is the free version. The full AdGenius Performance Blueprint pulls from your real ad account data, website behavior, CRM context, and visitor-level signals — with a prioritized 90-day plan built from it. 15-minute walkthrough. We bring the data.
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