LinkedIn Ads Exclusions | How, What, and What Not to Exclude from Your LinkedIn Targeting
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Here were the resources we covered in the episode:
Use cases for both excluding and targeting your current customers
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Summary
In this episode, AJ Wilcox dives into the powerful—yet often underused—strategy of audience exclusions in LinkedIn Ads. He outlines smart use cases, including excluding competitors, current and past customers, employees, and those who’ve already converted, helping advertisers reduce wasted spend and improve efficiency. He also shares how to build multi-stage funnel campaigns by excluding users after engagement, allowing advertisers to move people from cold to warm to hot stages with precision. AJ highlights other tactical uses like refining targeting by excluding certain industries, job functions, or seniorities when they’re known to deliver poor quality leads.
However, he also warns of common pitfalls: over-excluding to the point where campaigns become too small to function properly, and unintentionally eliminating qualified leads due to how LinkedIn handles multiple concurrent positions. He cautions against exclusions based on job titles, seniorities, or skills that may not reflect a user’s current role accurately. Instead, he recommends sticking to broader or profile-level exclusions where possible and checking ad demographics before deciding what to cut. Ultimately, exclusions are a precision tool—not a blunt instrument—and when used wisely, they unlock better control over spend, targeting, and funnel movement.
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