Myth: "Pick the cheapest clicks to save money"

Myth: "Pick the cheapest clicks to save money"

New to LinkedIn Ads? Here's a trap I fell into.

The advice says chase the lowest CPC (cost per click — what you pay each time someone clicks your ad). Sounds smart. It's wrong.

LinkedIn lets you pay less by showing your ad to cheaper, lower-quality people — interns, students, folks outside your buyer list. You get clicks, but no real prospects.

— Think of it like a cheap flight with three layovers: the ticket's cheap, the trip is awful.

What matters is cost per qualified lead, not cost per click. A $14 click from a director who books a call beats a $4 click that goes nowhere.

Next step: in your reports, add a column for leads, not just clicks. Judge by that.