The Future of Online Advertising: AJ Wilcox and Dennis Yu on Paid Social in 2022 and Beyond

By AJ Wilcox

What Does the Future of Paid Social Look Like?

In this webinar facilitated by Phil Gerbyshak, I sat down with Dennis Yu of BlitzMetrics to explore what the future holds for paid social advertising. We covered everything from the rising importance of first-party data to the growing maturity of LinkedIn as an ads platform. Dennis brought deep expertise from the Facebook and Meta side, while I shared insights from managing over $150 million in LinkedIn ad spend at B2Linked. The conversation spans both platforms and reveals where B2B marketers should be focusing their budgets heading into 2023 and beyond.

LinkedIn Ads: Maturing Into a Real Platform

One of the central themes of our discussion was how LinkedIn has been steadily improving its advertising tools. From the introduction of lookalike audiences and target cost bidding to improvements in conversation ads, LinkedIn is closing the gap with more mature platforms. I shared how advertisers are finally getting enough features to run sophisticated campaigns on LinkedIn, though there are still meaningful gaps compared to Meta and Google. The key takeaway is that LinkedIn offers unmatched B2B targeting, and the platform improvements make it a stronger investment every quarter.

Dennis Yu's Dollar a Day Strategy Applied to LinkedIn

Dennis shared his famous Dollar a Day strategy and we discussed how it can apply to LinkedIn advertising. The core idea is to test content with small budgets before scaling winners. On Facebook, Dennis recommends starting at just one dollar per day per audience. On LinkedIn, where costs are higher, the equivalent approach means starting around ten dollars per day. The framework still works beautifully: test thought leadership content with small budgets, measure engagement, and then amplify the winners with larger spend. Dennis emphasized that the combination of authentic content and smart budget allocation works across every paid social platform.

The Rise of First-Party Data and Privacy

We both agreed that the shift away from third-party cookies is changing everything for digital advertisers. Dennis discussed how businesses need to build their own audiences through email lists, customer databases, and engaged communities. On LinkedIn specifically, I noted that uploading company and contact lists gives advertisers a major advantage, especially for account-based marketing. The advertisers who invest in building first-party data now will have a significant competitive advantage as privacy regulations continue to tighten across all platforms.

Cross-Platform Strategy: Facebook and LinkedIn Together

Perhaps the most valuable part of our conversation was the discussion of using Facebook and LinkedIn together. Dennis pointed out that many B2B buyers are reachable on both platforms. A smart strategy uses LinkedIn for top-of-funnel awareness and precise targeting by job title and company, then retargets those same people on Facebook or Instagram where costs are lower. I added that this cross-platform approach can reduce overall cost per acquisition significantly. By combining the targeting strength of LinkedIn with the scale and lower CPMs of Meta, B2B marketers get the best of both worlds.

Get Expert Help From B2Linked

If you want to implement these cross-platform strategies or need help scaling your LinkedIn Ads, reach out to the B2Linked team. B2Linked has managed over $150 million in LinkedIn ad spend and offers custom strategies for every client. Contact them through the B2Linked website to see how they can help you drive results and lower your cost per lead.

– LinkedIn Ads: The Ideal Budget for Your Campaign – how to set the right budget for your LinkedIn campaigns.

– LinkedIn Thought Leader Ads: How to Supercharge Your Campaigns – using personal content to drive brand impact.

– LinkedIn Ads Audience Penetration: Hacks to Optimize Your Reach – learn how to maximize audience coverage.

– Dennis Yu's BlitzMetrics – learn more about the Dollar a Day strategy and digital marketing training.

Watch the Full Conversation

Watch the full 1 hour 27 minute webinar above to hear AJ Wilcox and Dennis Yu discuss the future of paid social advertising. Share your thoughts in the comments or email podcast@b2linked.com.