LinkedIn Ads Mistakes to Avoid (From $200M Managed) AJ Wilcox’s Winning Setup

We dive deep into LinkedIn Ads with AJ Wilcox, the founder of B2Linked and one of the top voices in B2B advertising. AJ shares his journey from SEO to mastering LinkedIn ads, discussing the nuances of account setup, bidding strategies, and the importance of understanding the learning phase. Whether you’re running a five-figure campaign or managing seven-figure ad budgets, AJ breaks down:

• What not to trust in LinkedIn’s default settings
• Why audience expansion could tank your campaign
• The secret to scaling with control using CPRU (Cost Per Retargetable User)
• How to structure your funnel for remarketing from day one
• Tips to avoid learning phase pitfalls and improve your relevancy score
• Budget-saving tactics from bidding to placements
• Audience segmentation that reveals surprising conversion insights
• Lead form field strategy to maximize conversions and sales team success
• Managing teams with the 80% rule for consistent client performance

In This Episode 

• AJ’s journey from SEO to becoming a LinkedIn ads powerhouse
• The biggest mistakes marketers make with LinkedIn Ads defaults
• Why manual bidding beats “Max Delivery” in most cases
• How to achieve $0.09 cost per retargetable user (CPRU)
• A three-stage funnel strategy that converts in high-cost channels
• The truth behind LinkedIn’s job title targeting vs. job function targeting
• Pro-level metrics AJ uses that LinkedIn doesn’t show you
• How to delegate without sacrificing client satisfaction
• Favorite tools and unexpected ad platforms worth testing

Unlock expert-level strategies to reduce waste, maximize ROI, and scale your B2B LinkedIn ad campaigns efficiently.

Connect with AJ Wilcox

AJ on LinkedIn