The Largely Exaggerated Costs of LinkedIn Advertising: Is Boosting a Post Worth It?

LinkedIn has long been regarded as the go-to platform for professionals and businesses seeking to connect, network, and grow. Its potential for targeted advertising to a high-value audience is certainly appealing. However, as businesses increasingly look to LinkedIn's advertising options, especially post boosting, many are discovering that the costs associated with these services are exorbitantly high, often yielding limited results for the investment made.

The Pricing Problem: High Costs for Minimal Impact

LinkedIn advertising operates on a pay-per-click (PPC) or cost-per-impression (CPM) model, where advertisers are charged for clicks on their ads or views of their boosted posts. Although the platform promises a more refined audience compared to general social media platforms like Facebook or Instagram, the prices are significantly steeper. A closer look at LinkedIn’s pricing reveals just how exaggerated these costs can be.

For instance, a typical campaign to boost a post might require an investment ranging from CHF 820 to CHF 2,099, with the potential to deliver between 34 to 150 clicks. This means the cost per click could range from CHF 5.47 to CHF 61.74. For comparison, the average cost per click on Facebook ads is typically under CHF 1, and even Google Ads often fall below CHF 2, making LinkedIn's costs considerably higher.

Why Are LinkedIn’s Prices So High?

LinkedIn justifies its pricing with several factors:

1. Professional Targeting: The platform allows advertisers to target specific industries, job titles, seniority levels, and even individual companies. This level of precision is not as easily achievable on other platforms.
2. High-Value Audience: LinkedIn claims its users are more likely to be decision-makers, business owners, or professionals who can make significant purchasing decisions.
3. Less Competition in Niche Markets: Certain niche B2B markets may not have as much competition on LinkedIn, theoretically leading to better ad visibility.

While these factors make some sense, they don't justify the vast price differential. The high costs can be prohibitive for small businesses, startups, or companies looking to promote multiple posts consistently. Additionally, the return on investment (ROI) doesn’t always match the promised value.

Limited Engagement and Conversion: The ROI Conundrum

Despite LinkedIn's claims, many advertisers find that the engagement rates on boosted posts are often disappointing. With a cost-per-click that can exceed CHF 60, one would expect not just clicks but meaningful conversions—leads, purchases, or other significant business outcomes. Unfortunately, that's not always the case. LinkedIn users are not necessarily in a buying mindset when scrolling through their feed, which is primarily used for networking, job hunting, or sharing professional content.

As a result, even with targeted audiences, the boosted posts may not perform as well as expected. High click costs do not guarantee high-quality leads or substantial business growth. In fact, many businesses report a better ROI from cheaper alternatives such as Google Ads, where the intent behind the click is more likely to be action-driven (e.g., searching for a specific service or solution).

Alternative Approaches: Maximizing LinkedIn Without Boosting Posts

For businesses looking to make the most of LinkedIn without diving into expensive boosting options, there are several strategies to consider:

1. Organic Content Strategies: Focus on creating high-quality, shareable content that adds value to your target audience. Thought leadership articles, insightful posts, and engaging visuals can naturally draw attention and shares without paid promotion.
2. Leverage Employee Advocacy: Encourage employees to share company content and engage with posts. This can significantly increase reach and engagement without spending on ads.
3. Use LinkedIn Groups and Communities: Participating in relevant groups or communities can help increase visibility organically. Sharing valuable content and engaging in discussions can position a business as an industry leader.
4. LinkedIn InMail: Instead of boosting posts, consider using LinkedIn's InMail to reach out directly to decision-makers. Personalized messages can often be more effective than boosted posts in generating leads.

When Does LinkedIn Advertising Make Sense?

While LinkedIn advertising might not be ideal for every business, there are scenarios where it can be justified:

• High-ticket B2B Products or Services: If the value of acquiring a single customer far exceeds the cost of advertising, LinkedIn’s high CPC may still be worthwhile.
• Brand Awareness in Niche Industries: For highly specialized industries, LinkedIn ads can be used to build brand recognition among specific professional audiences.
• Event Promotion: Advertising on LinkedIn for events such as conferences, webinars, or industry summits can reach an audience that is more likely to attend professional events.

Conclusion: Is It Worth the Cost?

LinkedIn’s inflated advertising prices are often not justifiable, especially when the cost per click exceeds CHF 60. The platform may offer unique targeting capabilities, but the high costs can severely limit ROI, particularly for businesses that don’t cater to high-value B2B markets.

Advertisers must critically evaluate whether the potential benefits outweigh the steep costs. While LinkedIn can be a valuable tool for targeted marketing, it is not always the most cost-effective choice. By considering alternative approaches and focusing on organic strategies, businesses can still leverage LinkedIn’s potential without paying the exaggerated prices for post-boosting.