Why are LinkedIn Ads more expensive than Facebook Ads?

LinkedIn's inventory is significantly smaller than Meta's. Facebook has billions of daily users browsing for entertainment. LinkedIn has hundreds of millions of professionals visiting primarily for work-related purposes. You're also competing for extremely valuable audiences like CEOs, Founders, HR Directors, Marketing VPs, Procurement Managers, CTOs, and CFOs. Since advertisers are often selling products worth tens of thousands—or even millions—of dollars, bidding becomes much more competitive. A $12 click might seem expensive until that visitor becomes a $100,000 customer.