To understand this we first need to understand the difference between LinkedIn and other major social platforms such as Facebook and Instagram. LinkedIn is a business platform, which makes it a very difficult place for B2C services and products to promote themselves. This is because users on LinkedIn are in a business mindset, looking for ideas and creativity to grow their businesses, rather than driveway cleaning for example which you’d tend to see ads for on FB & IG.
So with that in mind, we know that LinkedIn is the perfect platform for B2B businesses to advertise, capturing the attention of business professionals whilst in a business setting. LinkedIn knows their worth. They understand that B2B leads are far more valuable than B2C and the leads will have a more significant deal size, so because of this, you will usually see a higher cost-per-click (CPC) and cost-per-lead (CPL) on LinkedIn.