Tag: LinkedIn Ads podcast

By AJ Wilcox

LinkedIn Document Ads are one of the most underutilized ad formats on the platform, yet they consistently deliver some of the highest engagement rates. In this episode of The LinkedIn Ads Show, I break down exactly how Document Ads work, why they're so effective, and how to use them in your campaigns.

What Are LinkedIn Document Ads?

Document Ads allow you to share PDFs, PowerPoints, and Word documents directly in the LinkedIn feed as a swipeable carousel experience. Users can preview your document without leaving LinkedIn, swiping through pages like a carousel. This native experience drives significantly higher engagement than traditional single-image ads because it provides immediate value right in the feed.

Why Document Ads Outperform Other Formats

Document Ads consistently outperform other ad formats for several reasons. First, they're inherently more engaging — the swipeable format encourages interaction. Second, they deliver value upfront rather than asking users to click away to a landing page. Third, LinkedIn's algorithm rewards high-engagement content with more impressions. The result is lower costs per engagement and higher click-through rates compared to standard Sponsored Content.

Best Practices for Document Ad Creative

The most effective Document Ads follow a specific structure. Lead with a compelling cover slide that clearly communicates what value the viewer will get. Keep each page focused on a single idea with large, readable text. Use visual elements like charts, graphs, and icons to break up text. End with a strong call-to-action page that tells the viewer what to do next. The optimal length is 5 to 10 pages — long enough to deliver value but short enough to maintain attention.

Gating vs Ungating Your Documents

LinkedIn gives you the option to gate your Document Ads behind a lead form or leave them ungated. Gated documents capture lead information but reduce engagement. Ungated documents maximize reach and engagement but don't capture leads directly. My recommendation depends on your funnel stage: use ungated documents for awareness campaigns and gated documents for conversion campaigns targeting warm audiences who have already engaged with your content.

Get Expert Help From B2Linked

Want to incorporate Document Ads into your LinkedIn strategy? B2Linked has deep expertise with every LinkedIn ad format and can help you create campaigns that drive engagement and leads. Visit b2linked.com to learn more about our LinkedIn advertising services.

Related Articles

• Thought Leader Ads: The Future of LinkedIn Advertising
• LinkedIn Conversation Ads: Interactive Messaging for B2B Lead Generation
• Lead Magnets for LinkedIn Ads with Ian Nelson

Watch the Full Episode

Watch the complete episode above for detailed examples of high-performing Document Ads, recommended page layouts, and tips for maximizing engagement. For the full show notes, visit the B2Linked blog.

By AJ Wilcox

LinkedIn Conversation Ads are one of the most misunderstood ad formats on the platform. In this episode of The LinkedIn Ads Show, I break down exactly how Conversation Ads work, when they're effective, and the critical mistakes that cause most advertisers to fail with them.

What Are LinkedIn Conversation Ads?

Conversation Ads are LinkedIn's interactive messaging format that delivers directly to a user's LinkedIn inbox. Unlike traditional Message Ads (formerly InMail), Conversation Ads offer multiple call-to-action buttons that branch the conversation based on what the recipient clicks. Think of them as choose-your-own-adventure messages. A recipient might choose between learning more about your product, downloading a resource, or visiting your pricing page — all within the messaging experience.

When Conversation Ads Work Best

Conversation Ads perform best when you're targeting a highly specific audience with a genuinely valuable offer. Invitations to exclusive events, personalized product demos, and high-value content offers tend to generate the best results. The key is that the message must feel personal and relevant to the recipient. Generic promotional messages get ignored or create negative brand impressions. The more specific and valuable your offer, the better your response rates will be.

The Biggest Conversation Ad Mistakes

The most common mistake with Conversation Ads is treating them like email blasts. Sending the same generic message to a broad audience is a recipe for poor results and annoyed prospects. Another mistake is making the branching too complex — keep your conversation trees simple with two or three options per step. Finally, many advertisers forget that Conversation Ads are delivered from a personal LinkedIn profile, so the message tone needs to match a genuine person-to-person conversation, not a marketing email.

Conversation Ads vs Message Ads

Understanding the difference between Conversation Ads and Message Ads is important for choosing the right format. Message Ads are simpler — a single message with one CTA button. Conversation Ads offer the branching, interactive experience. In my experience, Conversation Ads typically generate higher engagement because they give recipients choices, which creates a sense of control. However, Message Ads can be more effective for simple, direct offers where branching would add unnecessary complexity.

Get Expert Help From B2Linked

Want to implement Conversation Ads effectively as part of your LinkedIn strategy? B2Linked has extensive experience with every LinkedIn ad format, including Conversation Ads. Visit b2linked.com to learn how we can help you build campaigns that engage decision-makers directly in their inbox.

Related Articles

• Thought Leader Ads: The Future of LinkedIn Advertising
• Free LinkedIn Ads Masterclass: The Complete Guide to B2B Advertising
• How to Stop Wasting Money on LinkedIn Advertising

Watch the Full Episode

Watch the complete episode above for detailed examples of effective Conversation Ad flows, recommended branching structures, and tips for writing compelling messaging. For the full show notes, visit the B2Linked blog.

By AJ Wilcox

Can you really run LinkedIn Ads on just $10 a day and get meaningful results? In this episode of The LinkedIn Ads Show, I break down how to apply Dennis Yu's famous Dollar a Day strategy to LinkedIn advertising — and why this approach can be a game-changer for B2B marketers who think LinkedIn is too expensive.

What Is the Dollar a Day Strategy?

The Dollar a Day framework, created by Dennis Yu of BlitzMetrics, is built on a simple but powerful premise: start with just a dollar a day to test your content, identify what resonates with your audience, and then scale the winners. Dennis originally developed this for Facebook Ads, where the minimum daily budget is truly just $1. On LinkedIn, the minimum daily budget is $10, but the same principles still apply beautifully.

The core idea is that you don't need to throw thousands of dollars at untested campaigns. Instead, you start small, let the data tell you what works, and methodically increase your spend only on content that has proven its value. It's an approach that eliminates wasteful spending and maximizes your return on every dollar invested.

Why This Works on LinkedIn

LinkedIn Ads have a reputation for being expensive — and at $8 to $14 per click on average, that reputation is well-earned. But expensive clicks don't have to mean a poor return on investment. In fact, I've found that LinkedIn's precision targeting means you're reaching exactly the right decision-makers, which often makes the cost-per-qualified-lead far more efficient than cheaper platforms.

When you combine LinkedIn's targeting power with the Dollar a Day discipline of testing small before scaling, you create a system that lets even modest budgets generate real pipeline. You start by running multiple creative variations at $10 a day each, identify which messages and formats resonate with your ideal customer profile, and then confidently increase spend on proven winners.

The $10 a Day LinkedIn Playbook

Here's how I recommend applying this strategy to LinkedIn. Start by creating three to five pieces of content — ideally mixing formats like single image ads, video ads, and Thought Leader Ads. Set each campaign to $10 a day and let them run for at least two weeks to gather statistically meaningful data. Look at engagement rates, click-through rates, and downstream metrics like form fills or demo requests.

After your testing window, pause the underperformers and reallocate that budget to the top-performing creative. This is exactly the Dollar a Day philosophy: test, learn, and scale. The difference on LinkedIn is that your $10 a day gets you in front of senior executives, VP-level decision-makers, and the exact job titles that matter for your B2B pipeline.

Content That Wins at Low Budgets

At small budgets, creative quality becomes even more important because every impression matters. I've seen the best results from authentic, value-driven content rather than polished corporate ads. Thought Leader Ads — where you boost a personal post from an executive — tend to perform exceptionally well because they feel native to the LinkedIn feed. Similarly, short video content that delivers a quick insight or tip can drive strong engagement even at low daily spends.

The key is to lead with value rather than a hard sell. Share a surprising data point, offer a contrarian perspective on an industry trend, or tell a brief customer story. These content approaches generate the engagement signals that LinkedIn's algorithm rewards, giving your small budget outsized reach.

Scaling From $10 to $100+ Per Day

Once you've identified your winning creative, the scale-up process is methodical. Increase budget by 20-30% every few days rather than making dramatic jumps. Monitor your cost-per-result closely — if it stays stable as you scale, keep going. If costs start climbing, you may be saturating your audience and need to either expand targeting or introduce fresh creative.

Dennis Yu talks about this as building a "content library" of proven assets. Over time, you accumulate a growing portfolio of tested, high-performing ads that you can deploy with confidence. This eliminates the common B2B mistake of launching one big campaign with all your budget and hoping it works.

Tools to Maximize Your $10 a Day

Creating enough content to test doesn't have to be expensive or time-consuming. Tools like Vidyo can turn one long-form video into dozens of short clips perfect for LinkedIn video ads. Descript makes it easy to add animated subtitles to your video content, which is essential since most LinkedIn users watch with the sound off. These tools let you produce the volume of creative variations you need for effective testing without a massive production budget.

Get Expert Help From B2Linked

Whether you're just getting started with LinkedIn Ads or ready to scale a proven strategy, B2Linked can help. As the LinkedIn Ads-specific agency, we specialize in building efficient campaigns that deliver real B2B results. Visit b2linked.com to learn how we help companies maximize their LinkedIn advertising investment, or join the LinkedIn Ads Fanatics community to access courses and expert support.

Related Articles

• Ideal LinkedIn Ads Budget: How to Set Yourself Up for Success
• Thought Leader Ads: The Future of LinkedIn Advertising
• The Future of Online Advertising: AJ Wilcox and Dennis Yu on Paid Social

Watch the Full Episode

Watch the full episode above for the complete breakdown of how to run LinkedIn Ads on $10 a day, including specific campaign structures and bidding strategies. For the full show notes and transcript, visit Episode 125 on the B2Linked blog.

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.

Related Articles

– 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.

By AJ Wilcox

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.

Related Articles

– LinkedIn Ads New Features for 2024–2025: What to Expect – our summary of upcoming features and predictions for LinkedIn Ads.
– LinkedIn Ads Audience Penetration: Hacks to Optimize Your Reach – learn how to use LinkedIn’s new metric to size and optimise audiences.
– LinkedIn’s Highest‑Performing Lead Magnets – discover why comment‑to‑get magnets are so effective and how to create your own.
– Blog Posting Guidelines for Repurposing Long‑Form Videos – a step‑by‑step process for turning long-form videos into authoritative articles.

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!

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.

Related Articles

– LinkedIn Ads Audience Penetration: Hacks to Optimize Your Reach – our guide on using LinkedIn’s new audience penetration metric to size and optimise your audiences.
– LinkedIn’s Highest‑Performing Lead Magnets – learn why the “comment‑to‑get” lead magnet is exploding and how AI is helping create high‑value resources.
– How to Build a Unique Personal Brand in 2024 – Dennis Yu explains how vertical and horizontal videos can strengthen your brand.
– Blog Posting Guidelines for Repurposing Long‑Form Videos – learn our process for turning long videos into articles.

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.