LinkedIn with Louise Episode 242 – LinkedIn Ads 101 with AJ Wilcox

LinkedIn Ads have become a powerful tool for companies, but using them to their full potential requires a strategic approach. In this episode, I’m joined by LinkedIn Ads expert AJ Wilcox to discuss the advantages of LinkedIn Ads, how companies can use them to increase their warm and hot leads significantly, the many types of ads available, and what happens when you dabble in the platform.

4 Steps to a LinkedIn Ads Strategy

  1. Target the right audience based on budget.
  2. Find out who the audience is and what they need.
  3. Offer free and/or subscribable content.
  4. Build the know, like, and trust factor.

Listen to Episode 242 Here

Or listen on your favourite podcast app: Apple Podcasts | Spotify

About AJ Wilcox

AJ Wilcox is a LinkedIn Ads pro who founded, THE LinkedIn Ads agency, in 2014. He’s managed over $150M in spend on the platform, and they’re official LinkedIn partners. AJ is the host of the LinkedIn Ads Show podcast and has managed 5 of the world’s top 10 LinkedIn Ads accounts. He’s a ginger & triathlete. He lives in Utah with his beautiful wife and 5 adorable kids, and his company car is a wicked-fast go-kart.

Strategic LinkedIn Ads

LinkedIn Ads can be a powerful tool for companies, but it’s important to invest in them strategically. AJ says that simply dabbling in them might not yield immediate results, especially if you’re advertising at a low volume. You need to understand that the impact of your ads may take time to materialise.

To make the most of a low-volume approach, AJ recommends targeting warm audiences. By focusing on the people already familiar with your brand, you increase the chances of achieving positive outcomes.

LinkedIn Ad Types

Using LinkedIn Ads without professional knowledge can be challenging. With it, you may end up wasting a significant amount of money on ineffective ad campaigns. AJ provides some guidance on how to use this as a learning experience and advises marketing managers who are asked to start using them without training.

LinkedIn offers a huge variety of ad types, from direct messages and sidebar ads to news feed ads, including images, carousels, and videos. Video ads are gaining popularity because they are a much more direct way to build the know, like, and trust factor in getting your audience from a cold or warm lead to a hot one. Video is becoming the future of LinkedIn!

Do you use LinkedIn Ads? What do you like about them? Have you ever invested money in LinkedIn Ads and received little to no return on your investment? Let me know your experience in the comments on the episode page.


“If you’re just dabbling [in LinkedIn Ads], there’s a really good chance that you won’t actually see the impact you’re having if you’re advertising at low volume, or you won’t see the impact for a while.” [11:26]

“If you are going to dabble or if you are going to do something at very low volume, what I recommend doing is going after warm audiences only. That means you build a retargeting audience of anyone who is coming to your website. One could be your email list – you can upload your email list into LinkedIn ads as a matched audience and then advertise just to the people who are already on your newsletter. Now you’re talking to people who are already on their way to 17 touches, and you might see results.” [14:01]

“Yeah, you do want to make sure that you’re getting specialised help or, if you’re not, everyone needs to be on the same page that a lot of money will be spent testing the system.” [23:10]

“When we’re trying to get someone to become a customer, we’re taking cold audiences and turning them warm and hot; we need them to get to know, like, and trust us. I wonder how many static image pieces of content that lead to a written piece of content do you need to read from me in order to feel like you know, like, and trust me. I feel like it’s a lot.” [29:06]

“Through video, you get that emotion. You make that know, like, and trust factor so much faster. If I have to choose, I’m going to say the founder or executive in front of the camera being helpful, being useful, making an emotional connection is my favourite ad type.” [31:07]

In This Episode

  • What kind of companies should invest in LinkedIn advertising [7:30]
  • What happens when you dabble in LinkedIn Ads [11:00]
  • The reality of using ads without professional knowledge [16:00]
  • How marketing managers can make their case to their managers [20:45]
  • Why you can’t use your Meta strategy on LinkedIn [22:45]
  • How to start working with an agency [24:30]
  • The power of free and subscribable content [26:00]
  • How many types of ads exist on LinkedIn [27:15]
  • The power of LinkedIn video ads [29:30]

Learn About LinkedIn Ads Fanatics
Get the Free Comprehensive LinkedIn Ads Startup Checklist & Guide
Listen to The LinkedIn Ads Show

Find AJ Wilcox Online
Follow AJ Wilcox on LinkedIn | X | YouTube

Find Louise Brogan Online
Follow Louise Brogan on LinkedIn | Facebook | Instagram | YouTube
Subscribe to LinkedIn with Louise Brogan on Apple Podcasts | Spotify

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