LinkedIn Budget & Reach Calculator

Start with CPM £45-£90 and CTR 0.3%-0.8% for Sponsored Content. These are typical benchmarks, but you should replace them with your own historical data for more accurate forecasts. Video ads typically have higher CPMs (£60-£120) and lower CTRs (0.2%-0.5%).

By default, we cap reach at your total audience size to avoid over-estimating unique reach. No campaign can reach more than 100% of the audience. You can disable this cap in Advanced Options if you want to see theoretical reach calculations without the limit.

Yes, frequency is crucial. This calculator predicts performance at a weekly level because LinkedIn’s frequency caps are applied weekly. Higher frequency means each person sees your ads more times per week, which increases total impressions but doesn’t increase unique reach. A frequency of 4 means the average person in your reached audience will see your ad 4 times per week. Balance is key—too low and you may not be memorable, too high and you risk ad fatigue.

CPM is better for brand awareness and reach campaigns, while CPC is better for direct response and lead generation. CPM gives you more control over reach and frequency, while CPC ensures you only pay when someone clicks. Test both to see which delivers better results for your goals.

This tool uses simple reach math (Reach = Impressions ÷ Frequency) and standard formulas. Real delivery varies based on creative quality, targeting precision, auction dynamics, and seasonality. Use this for planning and budgeting, but expect 10-20% variance in actual delivery. Always monitor campaigns and adjust based on real performance data.

LinkedIn charges higher CPMs for smaller, more targeted audiences. If your audience is under 50,000, consider adding a 10-30% CPM uplift. For highly specific audiences under 10,000, uplift can be 30-50% or more. This is found in Advanced Options and only applies when using CPM bidding.