LinkedIn Ads
Metricool
| Feature | LinkedIn Ads | Metricool |
|---|---|---|
| Pricing | Contact sales | Free / from $22/mo |
| Free Plan | ✗ No | ✓ Yes |
| Rating | 3.9 / 5 | 4.4 / 5 |
| Best For | b2b-companies, saas-businesses, recruiters, professional-services | marketing-agencies, social-media-managers, small-businesses, digital-marketers |
| Founded | 2005 | 2016 |
| Professional Targeting | ✓ | ✗ |
| Sponsored Content | ✓ | ✗ |
| Inmail Ads | ✓ | ✗ |
| Lead Gen Forms | ✓ | ✗ |
| Matched Audiences | ✓ | ✗ |
| Conversation Ads | ✓ | ✗ |
| Document Ads | ✓ | ✗ |
| Event Ads | ✓ | ✗ |
| Scheduling | ✗ | ✓ |
| Analytics | ✗ | ✓ |
| Inbox | ✗ | ✓ |
| Smartlinks | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ad Tracking | ✗ | ✓ |
✓ LinkedIn Ads Pros
- Unmatched B2B targeting by job title and company
- High-intent professional audience
- Lead Gen Forms reduce friction for conversions
- Document ads and thought leader ads for engagement
✗ LinkedIn Ads Cons
- Highest CPCs and CPMs among major ad platforms
- Minimum daily budget of $10 required
- Smaller audience reach than Meta or Google
✓ Metricool Pros
- Comprehensive analytics across platforms
- Ad campaign tracking (Meta, Google)
- SmartLinks for bio pages
- Competitor analysis built in
✗ Metricool Cons
- Interface can feel busy
- Limited reporting customization
- Some features only in higher plans
The Verdict
LinkedIn Ads is built for b2b companies and saas businesses, with a focus on professional-targeting and sponsored-content. Metricool targets marketing agencies and social media managers and leads with scheduling and analytics.
LinkedIn Ads uses custom enterprise pricing, while Metricool starts at $22/mo — a tangible advantage for teams with a fixed budget.
Metricool has a free plan, which gives it a meaningful edge for individuals and small teams exploring their options. LinkedIn Ads requires a paid subscription from day one.
Metricool edges out on user ratings (4.4 vs 3.9). While both are well-regarded, that gap reflects real differences in user satisfaction worth considering.
Feature-wise, LinkedIn Ads offers broader built-in capabilities (8 features vs 6), while Metricool takes a more focused approach — which can mean a simpler, faster onboarding experience.
Bottom line: Metricool has a slight overall edge — but if unmatched b2b targeting by job title and company matters most to you, LinkedIn Ads may still be the right call.