Cost Per Send

Cost per send is the pricing model for Message and Conversation Ads, where you pay each time an ad is delivered to an inbox.

You are billed on delivery, not on opens or clicks, so the cost is locked in the moment LinkedIn places the message, whatever the recipient does afterward. That makes your total spend a function of how many people you send to, and your real cost per result depends entirely on the open and click rates you get after the send.

An advertiser paying a set rate per send to ten thousand recipients has committed that full amount on delivery; if only a fraction open and a smaller fraction click, the effective cost per click is a large multiple of the send price.

You pay for delivery, not attention. A poorly targeted or badly written message still costs the same per send as a great one, so the model punishes weak audiences and weak copy directly in the cost per outcome, not in the headline price.

Delivery is billed, results are earned.