Welcome to the LinkedIn Ads Show

On this episode, we’re going to be talking about LinkedIn’s targeting and how to systematically reach your exact-right audience every time.

Resources for this week:

1. B2Linked.com/checklist – Here’s the LinkedIn Ads Startup Checklist I mention in the show.

2. Here’s the slide of the different targeting types I mentioned with their pros/cons: Targeting strategies grid

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Contact us at Podcast@B2Linked.com with ideas for what you’d like AJ to cover.

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Summary

Most advertisers on LinkedIn fail to use its targeting features systematically. In this episode, AJ Wilcox shares five frameworks to master audience segmentation and take full control of ad spend, lead quality, and performance. Start with company-level targeting (by size or using “unknowns” for cheap, untapped audiences), and use company name targeting manually for small lists or via Matched Audiences for accuracy. Then, apply role-based targeting using job title, function, skills, and groups—each offering a different balance between cost and precision.

Break your audiences into micro-segments—by seniority, company size, or targeting type—to find what works best and scale it. Finally, refine with filters like education, experience, interests, and email retargeting. The key takeaway: each campaign should act like a mini focus group—the more granular your segmentation, the better your results. For a head start, grab AJ’s free checklist at B2Linked.com/checklist.

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