As we move through 2025, businesses are sharpening their focus on marketing channels that deliver measurable returns. For those investing in paid social, Facebook (now part of Meta) and LinkedIn remain two of the most prominent platforms. But which one delivers the best return on investment (ROI)? The answer depends on your audience, goals, and industry – but the data offers some telling insights.
In this post, we break down the latest trends and performance metrics for Facebook and LinkedIn ads in 2025, with a focus on how they impact Australian businesses.
Facebook Ads in 2025: Still a Powerhouse for Reach and Affordability
Despite evolving algorithms and increased competition, Facebook remains a go-to for many marketers – especially those in B2C industries or local services. With over 21 million active users in Australia alone, the platform offers massive reach and sophisticated targeting tools.
In terms of ROI, Facebook continues to hold strong. The average cost per click (CPC) sits at approximately $1.92, and the click-through rate (CTR) averages 2.5%, which is relatively high for paid social. Most notably, the conversion rate (CVR) is around 8.25%, with an average cost per lead (CPL) of just $23.10. For businesses focused on volume – whether it’s traffic, leads, or sales – Facebook often delivers more bang for your buck.
Facebook’s strength lies in its versatility. Whether you’re promoting a product with a carousel ad, building a remarketing audience through video views, or driving conversions with a limited-time offer, the platform supports diverse goals. And thanks to Meta’s AI-driven ad tools, targeting is more precise than ever.
Best suited for: B2C brands, e-commerce stores, local service providers, and businesses focused on large-scale lead generation or awareness.
LinkedIn Ads in 2025: Premium Leads for a Premium Price
While Facebook focuses on the masses, LinkedIn goes after the boardroom. With over 1 billion users globally – and a growing presence in Australia’s professional landscape – LinkedIn has cemented its place as the leading B2B advertising platform.
The trade-off? Cost. LinkedIn’s average CPC in 2025 ranges from $5 to $8, with a CTR around 0.4% to 0.56%. On paper, that may seem unimpressive – but the value lies in quality. When you’re targeting decision-makers, business owners, and senior professionals, the right lead is worth significantly more.
The average conversion rate on LinkedIn sits between 3% to 5%, and the CPL can often exceed $100. While that might raise eyebrows, it’s important to consider the lifetime value (LTV) of those leads. For industries like finance, tech, consulting, or enterprise services, a single conversion can yield tens of thousands in revenue.
One of LinkedIn’s standout features in 2025 is its Lead Gen Forms, which integrate directly into ads and deliver excellent performance. Combined with its ability to target users by job title, industry, seniority, and company size, LinkedIn remains the most efficient way to reach professionals with high intent.
Best suited for: B2B companies, SaaS providers, professional services, and any business where quality trumps quantity.
The Australian Perspective
For Australian businesses, the choice between Facebook and LinkedIn comes down to the type of customer you’re chasing.
If you’re targeting homeowners, parents, retail shoppers, or general consumers, Facebook is a no-brainer. Its local reach, low CPC, and strong ad formats make it ideal for cost-effective growth.
But if your audience is the CFO of a logistics firm or the head of HR at a mid-sized company, LinkedIn is where your message will land with more impact. It’s especially powerful for companies offering high-ticket products, professional services, or long-term B2B solutions.
Which Platform Delivers Better ROI?
The short answer: it depends.
If you’re measuring ROI strictly in terms of cost per lead, Facebook almost always wins. It’s cheaper, broader, and faster to scale.
But if you’re focused on lead quality and sales potential, LinkedIn can deliver superior ROI – particularly when one lead can mean a multi-year contract.
Ultimately, the most successful advertisers in 2025 are using both platforms – tailoring their creative, messaging, and offer to suit each audience. They understand that Facebook is a volume game, while LinkedIn is all about precision.
Final Thoughts
Facebook and LinkedIn are both powerful advertising tools – but they serve different purposes. The best strategy isn’t choosing one over the other, but understanding what each platform excels at and aligning it with your business goals.
Whether you’re chasing scale or seeking quality leads, there’s ROI to be found on both sides. Test, optimise, and adapt – and you’ll find the right mix that works for your brand in 2025.
