In this episode of The Digital Marketing Podcast, Daniel Rowles sits down with LinkedIn Ads legend AJ Wilcox, founder of B2Linked, for a deep-dive into everything you need to know to run effective, budget-friendly campaigns on LinkedIn.AJ has been living and breathing LinkedIn Ads for over a decade and shares insights honed from managing millions in ad spend.
AJ explains why LinkedIn ads often cost like bottom-of-funnel, but act like top-of-funnel. Understanding this difference is critical to setting realistic expectations and structuring your campaigns for success.
From platform recommendations to rep suggestions, AJ breaks down why the default guidance often costs more, and how you can outsmart it. Learn how to bid lower and still reach the right audience with zero drop in lead quality.
Discover AJ’s manual bidding strategy that consistently reduces costs while keeping quality high. AJ explains how to find the sweet spot between visibility and efficiency.
Why target your entire audience in one go when you can break it down into microsegments that act like live focus groups? Learn how to build campaigns that teach you as they perform so you improve as you go.
AJ outlines a simple but powerful three-stage funnel:
Stage 1: Awareness through video and document ads
Stage 2: Engagement with deeper content like podcasts, webinars, or YouTube
Stage 3: Conversion via direct CTAs or sales calls
The result? Up to 5x better conversion rates without wasting budget on premature CTAs.
Find out why “thought leader” video ads and TikTok-style captions are crushing it at the top of the funnelan, and how to retarget strategically using native lead gen forms or your own landing pages (depending on your goals).
Impressions and clicks are just the surface. AJ shares the real KPIs you should be tracking, from engagement rates to cost-per-booked-call, and how to calculate custom metrics that LinkedIn won’t show you.
Discover where the LinkedIn platform is headed and why your organic and paid strategies will need to work hand-in-hand. From thought leader ads to CRM integrations, the future of LinkedIn marketing is more connected, and more powerful than ever.
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In this episode Ciaran and Daniel Rowles dive deep into the most exciting new tools from AI-powered social media automation to SEO optimisation and content enhancement tools.