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Crowdsourcing LinkedIn Ads Wisdom

AJ Wilcox asked the LinkedIn Ads community to share their favorite hacks and strategies. The LinkedIn post generated over 20,000 views and 149 comments (b2linked.com). In Episode 48 he compiled the most valuable tips from advanced advertisers and cut out the bad advice.

Fresh LinkedIn Ads Features

During the episode AJ also shared some news: LinkedIn now allows advertisers to rename and pause the default campaign group in Campaign Manager—a small but welcome improvement (b2linked.com). He also highlighted a mobile feature where an ad’s headline changes from cream to light green as you scroll, helping ads stand out (b2linked.com). These tweaks show LinkedIn is testing new UX enhancements to improve engagement.

Community Hacks You Should Try

Skills + Groups targeting – Blake Prichard suggested building audiences by specific skills. Targeting by skills (and complementary groups) lets you reach people with expertise in a specific software or topic (b2linked.com).
Do your homework – Kristine Sergejeva emphasised conducting a detailed initial assessment for every company before running ads. She recommends understanding whether LinkedIn Ads are a good fit, identifying the right offers, and mapping campaigns to segments (b2linked.com).
Optimize creative and messaging – Several community members stressed the importance of winning the view before the click. Georgiana Dumitru noted that effective ad copy and images are crucial for standing out in the feed (b2linked.com).
Seek expert help – Reviews from listeners like Steve SeeBerg highlight how B2Linked’s team delivered conversion rates four to five times LinkedIn’s benchmarks (b2linked.com). If performance matters to you, consider partnering with specialists.

Get Expert Help From B2Linked

If you want to test these hacks or share your own, reach out to the B2Linked team of LinkedIn ads specialists. B2Linked has managed over $140 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 apply community‑proven tactics and drive results.

Watch the Full Episode & Join the Conversation

Watch the full episode below and let us know which hacks you plan to try. Share your favourites in the comments or email podcast@b2linked.com with your own tip!

LinkedIn Ads New Features for 2024–2025: What to Expect

Posted on November 1, 2025November 1, 2025 by Dennis Yu

By AJ Wilcox

What New LinkedIn Ads Features Are Coming in 2024–2025?

In Episode 151 of The LinkedIn Ads Show, AJ Wilcox explores the features LinkedIn is planning for the coming year. As AJ reminds us, these predictions can change, but they point toward a more powerful platform. LinkedIn is leaning into deeper integrations and automation—such as a Conversions API (CAPI) to share offline conversion data, automatic placement adjustments, and new audience tools. Expect to see improved measurement through integrations with CRMs and a wider roll‑out of thought leader ads, as well as richer event and video ad formats.

Key Predictions and Why They Matter

Conversions API and improved measurement – LinkedIn is working on a CAPI feature to send conversion events directly from servers and CRMs, giving advertisers more reliable data even with privacy restrictions.
Offline conversions and CRM integrations – Expect deeper integrations with tools like Zapier, HubSpot and Salesforce to import offline sales data back into LinkedIn for better optimisation.
Expanded ad formats – New ad types such as event ads and thought leader ads will be refined. LinkedIn might also roll out interactive video and image formats to keep pace with other social platforms.
Smarter targeting – LinkedIn continues to improve predictive audiences and look‑alike tools, helping advertisers reach people who look like their best customers with less manual work.
Enhanced bidding and automation – Features like automatic bidding, campaign experiments and AI‑driven optimisation will continue to evolve, making it easier to maximise ROI.

Get Expert Help From B2Linked

If you want to stay ahead of LinkedIn’s evolving ad platform, connect with the B2Linked LinkedIn ads specialists. As the only agency 100 percent dedicated to LinkedIn Ads since 2014, B2Linked builds custom strategies for each client and keeps pace with every new feature. Reach out through the B2Linked contact page to discuss your 2024–2025 advertising roadmap.

Watch the Full Episode & Join the Conversation

Watch the full episode below and then join the conversation. What LinkedIn Ads features are you most excited about? Share your thoughts in the comments or reach out to B2Linked with your ideas.

LinkedIn Thought Leader Ads: How to Supercharge Your Campaigns

Posted on November 1, 2025November 1, 2025 by Dennis Yu

By AJ Wilcox

Why Thought Leader Ads Need a Strategy

LinkedIn’s Thought Leader Ads let you boost posts from your employees’ personal profiles and can generate high click‑through rates at low cost. However, many marketers struggle to translate that performance into results for company ads. In a recent episode of the LinkedIn Ads Show, AJ Wilcox explained why the shift from personal engagement to brand impact is so tricky (b2linked.com). People connect more easily with individuals than with companies, so you need a deliberate strategy to make the trust and attention you build flow back to your brand.

Top Tactics to Transfer Trust to Your Brand

To bridge the gap between Thought Leader Ads and Mention the company early. Have your thought leader call out the company name in the first sentence of the post. This simple cue helps readers associate the person with the brand.

Encourage followers to follow the company. Use your Thought Leader Ads to invite people to follow your company page and explain why they should (e.g., weekly research or tips).

Add your logo to the creative. Include the company logo as a watermark on images or videos so people visually link the thought leader to the brand.

Tell an origin story. Use the ad to share a founding or inspirational company story that naturally mentions your organization.

Retarget engaged viewers. Build audiences of people who interacted with your Thought Leader Ads and retarget them with company ads. This allows you to test whether warmed‑up audiences respond better than cold audiences.

Funnel Positioning & Community Engagement

Thought Leader Ads work best at the top of the funnel: they build trust quickly, create engagement at record levels and expand your retargeting pool. But AJ explains that these ads can also play a role in the middle or bottom of your funnel when paired with retargeting and strong storytelling. Join the LinkedIn Ads Fanatics community to share your experiences and get support from other advanced marketers.

Get Expert Help From B2Linked

If you’d like expert guidance on launching and scaling your Thought Leader Ads, reach out to the B2Linked team of LinkedIn Ads specialists. They’ve managed hundreds of accounts since 2014 and can help you craft a full‑funnel strategy that connects personal trust to company growth.

Watch the Full Episode & Join the Conversation

Watch the full episode below, then let us know which tactic you’re most excited to try. Have you already run Thought Leader Ads? Share your results in the comments or drop your questions for AJ and the team.
https://www.youtube.com/watch?v=ysvA8oYplj4company ads, AJ shared several tactics (b2linked.com):

Mention the company early. Have your thought leader call out the company name in the first sentence of the post. This simple cue helps readers associate the person with the brand.
Encourage followers to follow the company. Use your Thought Leader Ads to invite people to follow your company page and explain why they should (e.g., weekly research or tips).
Add your logo to the creative. Include the company logo as a watermark on images or videos so people visually link the thought leader to the brand.
Tell an origin story. Use the ad to share a founding or inspirational company story that naturally mentions your organization (b2linked.com).
Retarget engaged viewers. Build audiences of people who interacted with your Thought Leader Ads and retarget them with company ads. This allows you to test whether warmed‑up audiences respond better than cold audiences.

Funnel Positioning & Community Engagement

Thought Leader Ads work best at the top of the funnel: they build trust quickly, create engagement at record levels and expand your retargeting pool (b2linked.com). But AJ explains that these ads can also play a role in the middle or bottom of your funnel when paired with retargeting and strong storytelling. Join the LinkedIn Ads Fanatics community to share your experiences and get support from other advanced marketers.

Get Expert Help From B2Linked

If you’d like expert guidance on launching and scaling your Thought Leader Ads, reach out to the B2Linked team of LinkedIn Ads specialists. They’ve managed hundreds of accounts since 2014 and can help you craft a full‑funnel strategy that connects personal trust to company growth.

Watch the Full Episode & Join the Conversation

Watch the full episode below, then let us know which tactic you’re most excited to try. Have you already run Thought Leader Ads? Share your results in the comments or drop your questions for AJ and the team.
https://www.youtube.com/watch?v=ysvA8oYplj4

LinkedIn Ads Audience Penetration: Hacks to Optimize Your Reach

Posted on October 31, 2025October 31, 2025 by Dennis Yu

By AJ Wilcox

What Is Audience Penetration in LinkedIn Ads?

Audience penetration measures the percentage of your target audience that has seen at least one impression of your ad. It’s calculated by dividing the unique reach of your campaign by the total audience size. This metric provides a clear view of how well your ads are reaching the people you care about.

Hack #1: Calculate Your Total Audience Size

LinkedIn only gives an estimated audience size when you’re setting up a campaign. By using the audience penetration metric together with your unique reach data, you can reverse-engineer the actual size of your audience. For example, if your campaign has reached 5,000 unique people and your penetration rate is 5%, you know your true audience size is around 100,000 people.

Hack #2: Understand How Bids Affect Reach

Audience penetration also helps you test the effect of your bid on reach. Start with a baseline bid, then gradually raise or lower your bid while tracking the penetration rate. If increasing your bid results in more reach, you’ll see penetration rise; if not, you might be hitting a ceiling or encountering diminishing returns. This hack helps you allocate budget more efficiently.

Hack #3: Measure Audience Overlap

You can use audience penetration to see whether two campaigns are hitting the same people. By comparing the penetration rates for different audience segments, you can estimate how much overlap exists between them. This insight lets you refine your targeting, avoid wasting budget on duplicate impressions, and ensure you’re reaching unique segments.

Get Expert Help From B2Linked

Want to make sure you’re leveraging audience penetration and other advanced metrics correctly? Reach out to the B2Linked LinkedIn ads specialists. Their team has managed over $150 million in spend and can help you set up campaigns, interpret metrics and scale results. They’ll also introduce you to our LinkedIn Ads Fanatics community for ongoing support.

Watch the Full Episode & Join the Conversation

Watch the full episode below, then share your thoughts. Have you tried using the audience penetration metric yet?

Blog Posting Guidelines for Repurposing Long-Form Videos – learn our process for repurposing long-form videos into articles.What insights have you gained? Drop your experiences or questions in the comments—we might feature them on a future show.

How to Build a Unique Personal Brand in 2024 – strategies for building your brand and using vertical or horizontal videos.

Related Articles: How to Build a Unique Personal Brand in 2024 – strategies for building your brand with vertical or horizontal videos. Blog Posting Guidelines for Repurposing Long-Form Videos – learn our process for repurposing long-form videos into articles.

LinkedIn’s Highest-Performing Lead Magnets: Deep Dive with Ian Nelson

Posted on October 31, 2025October 31, 2025 by Dennis Yu

By AJ Wilcox

Identify the Viral Lead Magnet Trend

Think lead magnets are outdated? Think again. On this episode of The LinkedIn Ads Show, I sit down with lead‑magnet expert Ian Nelson to uncover the secret sauce behind the viral “comment‑to‑get” lead magnet trend taking over LinkedIn. We explain why this strategy is exploding right now and how top creators are building irresistible lead magnets every week using AI (www.youtube.com). If you want to fill your calendar with qualified leads, you’ll love the insights we share.

Unlock the AI‑Powered Lead Magnet Strategy

We break down how to design lead magnets that deliver real value and how to repurpose them across your marketing channels. Ian shares his process for leveraging AI tools to draft, iterate and scale new offers at speed. Most importantly, we show you how to turn all that engagement into real sales opportunities (www.youtube.com).

Get Expert Help From B2Linked and Ian Nelson

If you’d like expert help creating or promoting lead magnets on LinkedIn, reach out to the B2Linked LinkedIn ads specialists. We’ve spent over $150 million on LinkedIn Ads and can help you build a campaign strategy that works. You can also connect with our guest Ian Nelson on his website to learn more about his approach. We’re here to help you generate leads that convert.

Watch the Full Episode & Join the Conversation

Watch the full episode below, then join the conversation in the comments. What types of lead magnets have worked best for you on LinkedIn? Share your experiences or questions—we’d love to feature them on a future episode.

Related Articles: How to Build a Unique Personal Brand in 2024 – strategies for building your brand with vertical or horizontal videos. Blog Posting Guidelines for Repurposing Long-Form Videos – learn our process for repurposing long-form videos into articles.

What Video Format Performs Best on LinkedIn Ads? Horizontal vs Vertical vs Square

Posted on October 31, 2025October 31, 2025 by Dennis Yu

By AJ Wilcox

Why Horizontal Video Wins on LinkedIn

There’s a common belief that vertical video performs best on social platforms because it takes up more screen space on mobile. But after analyzing over $140,000 in LinkedIn ad spend across multiple campaigns, we discovered that horizontal (16:9) video dramatically outperformed vertical (9:16) and square (1:1) formats. Horizontal videos achieved two to four times better view rates, completion rates and cost efficiency than their vertical and square counterparts. In other words, horizontal videos delivered a better return on spend.

Key Learnings from the Experiment

Horizontal video likely wins because LinkedIn’s feed is largely consumed on desktop screens and because the format allows for more context and on-screen text. Our experiments showed that horizontal videos kept viewers engaged longer and drove more conversions. The results underline that advertisers should prioritize horizontal creatives on LinkedIn, even though vertical video dominates other social platforms. The key takeaway: always test creative formats rather than blindly following trends.

What Should Advertisers Do?

For your next LinkedIn campaign, test horizontal creative alongside vertical or square variations to see what resonates with your audience. Focus on strong opening hooks, clear messaging and captions to capture attention. And don't assume vertical is better just because it's trendy—our data shows the opposite. Use data-driven experiments to guide your video strategy.

Get Expert Help from B2Linked and Chandler Quinton

If you'd like help maximizing your LinkedIn video campaigns, reach out to the B2Linked LinkedIn ads specialists. They’ve spent over $150 million on LinkedIn Ads and know how to create high-performing creative. You can also connect with Chandler Quinton on LinkedIn or his site funb2bads.com for more video insights. We're here to help you build ads that stand out and convert.

Watch the Full Episode & Join the Conversation

Watch the full episode below, then share your thoughts. Have you tested different video aspect ratios on LinkedIn? What results have you seen? Comment with your experiences or questions—we might feature them on a future show.

Related Articles: How to Build a Unique Personal Brand in 2024 – strategies for building your brand with vertical or horizontal videos. Blog Posting Guidelines for Repurposing Long-Form Videos – learn our process for repurposing long-form videos into articles.

What LinkedIn Lacks: Can It Become a Tier‑One Ads Platform?

Posted on October 30, 2025October 31, 2025 by Dennis Yu

By AJ Wilcox

Identify What LinkedIn Ads Still Lacks

LinkedIn is investing heavily in video and creator content, but the platform still lacks some of the automation and optimization features advertisers expect. Features like algorithmic bidding, better conversion tracking and the ability to import offline conversions are table stakes on Meta and Google yet missing on LinkedIn. AJ notes that LinkedIn’s API is expanding and the company is pouring money into the creator economy, so he believes these features will eventually roll out. In the meantime, advertisers should focus on fundamentals: crafting clear offers, honing audience targeting and creating ads that speak directly to decision‑makers.

Get Expert Help From B2Linked

If you want help maximizing your return from LinkedIn Ads, reach out to the B2Linked LinkedIn ads specialists. With over $150 million spent across hundreds of accounts, they know how to squeeze value from the platform and can help you build a strategy that works today while preparing for tomorrow’s features.

Watch the Episode & Share Your Thoughts

Watch the full episode below and then join the conversation: what features do you think LinkedIn Ads still needs to become a true tier‑one platform? Share your thoughts in the comments or reach out to the B2Linked team if you’d like expert help crafting and optimizing your LinkedIn Ads campaigns.

LinkedIn’s New Event Ads: AJ Wilcox Interviews Gina Kleiner

Posted on October 30, 2025October 30, 2025 by Dennis Yu

LinkedIn’s advertising platform just rolled out a major upgrade to its event ads format. In a recent episode of The LinkedIn Ads Show, AJ Wilcox sat down with Gina Kleiner, LinkedIn’s lead product marketing manager for the LinkedIn Ads ecosystem, to discuss the new Live Event Ads. The conversation reveals how the new format helps B2B marketers promote webinars, conferences and live streams across the entire event lifecycle.

Gina explains that LinkedIn has created a varied video ecosystem across organic and paid placements. Live events are a natural fit for LinkedIn’s professional audience. The new Live Event Ads allow advertisers to run a single campaign that automatically adjusts as the event approaches, is happening or has concluded. Before the event, the ad drives awareness and registrations. During the event, it dynamically updates the creative and call‑to‑action to encourage people to watch the live stream, with delivery accelerated to maximize live views. Afterwards, the ad automatically switches to nurturing and retargeting attendees based on how much of the event they watched, driving them to the next step.

This dynamic functionality solves a common complaint about the old event ads, which would still invite people to register even after the event had ended. The new ads include a 30 second preview, giving prospects a taste of your content and encouraging them to tune in. Because the call‑to‑action changes automatically, there’s no need to pause or replace campaigns as the event date passes.

AJ and Gina also discuss strategy: use these ads to build momentum ahead of your event, accelerate delivery during the live window, and follow up with tailored offers based on attendee engagement. It’s another example of how LinkedIn is investing in video and creator‑led content for B2B marketers.

If you want help setting up Live Event Ads or building a holistic LinkedIn Ads strategy, reach out to the B2Linked LinkedIn ads specialists: https://b2linked.com They specialize exclusively in LinkedIn Ads and have been mastering the platform since 2014.

Watch the full interview below to learn all the details.

By AJ Wilcox

LinkedIn Ads: The Ideal Budget for Your Campaign

Posted on October 30, 2025October 30, 2025 by Dennis Yu

By AJ Wilcox

Choose the Right LinkedIn Ads Budget

LinkedIn offers three budgeting options: daily, lifetime and a mix of both. A daily budget lets you control pace and spend without burning through cash too quickly, while a lifetime budget caps overall spend so you don’t overshoot. Combining them can balance control and scale. AJ explains when each makes sense and why there isn’t a single “right” number—your budget should reflect the value of a lead for your business.

Key Factors That Influence Spend

AJ highlights that how much you can spend depends on five things: the size of your audience, your bid strategy, the objective you select, your relevance score and the frequency at which the ad is shown. A small, niche audience can’t absorb spend as fast as a broad one, and a highly engaged audience can burn through a lifetime cap quickly. Experiment with objectives and adjust bids to see what delivers the best results.

Need Help With Your LinkedIn Ads?

If you’d like expert support developing your strategy, the B2Linked team of LinkedIn ads specialists can help you craft a plan and manage campaigns. AJ and his agency run campaigns for B2B brands and can advise you on budgets, creatives and optimization so you get more from every dollar spent.

Watch the Full Episode & Join the Conversation

Watch the full episode below and then join the conversation: what budget strategies have worked for you on LinkedIn? Share your thoughts in the comments or reach out to the B2Linked team to discuss your campaign goals.
https://www.youtube.com/watch?v=0BKbppeC6Oc

He then walks through the five factors that determine how much your campaign can spend: audience size, bid strategy, objective, relevance score and frequency. A small niche audience can’t spend as quickly as a large broad one. AJ shares examples of how a daily budget of $30 paired with a $3,000 lifetime cap can allow a campaign to run for roughly 100 days, but warns that if your audience is very engaged it could spend much faster.

The episode also offers practical tips on pacing: monitor your results daily, adjust bids to avoid overspending, and experiment with different objectives to see how they affect delivery. AJ stresses that there is no “magic number” for budget; instead, marketers should determine how much a conversion is worth to their business and reverse‑engineer the budget from there.

If you’d like expert help with budgeting and campaign strategy, AJ’s agency B2Linked has managed over $150 million in LinkedIn ad spend. They offer custom strategies and reporting capabilities that even LinkedIn doesn’t provide, and they always aim to save clients more than they charge. You can learn more at B2Linked.com.

Watch the full episode below to hear AJ’s detailed explanations and real‑world examples.