Show Resources:

LinkedIn Learning course about LinkedIn Ads by AJ Wilcox: LinkedIn Advertising Course

Engagement Retargeting Announcement

What should you offer from your LinkedIn Ads? – The LinkedIn Ads Show Episode 10

A Guide to LinkedIn Ads Targeting Options – The LinkedIn Ads Show Episode 11

Join the LinkedIn Ads Fanatics community for access to all our courses.

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

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Summary

If your LinkedIn Ads are performing well and you’re ready to scale, there are three strategic levers you can pull to grow without sacrificing efficiency. First, expand your audience size—ideally by targeting the same persona through different methods like job functions, skills, groups, or ABM lists. You can also broaden the persona itself by including additional roles, seniorities, or industries that make sense for your offer. This is the most efficient scaling strategy, because it typically maintains your current cost per lead. It’s also smart to use lookalike audiences or upload email lists if you want to scale while staying relevant.

The second lever is to improve click-through rates by testing new messaging, imagery, and even offers. This will help you extract more traffic from the same audience. Finally, once those avenues are exhausted, you can increase your bids to win more impressions—but this often leads to diminishing returns. Bidding higher will raise your CPC and cost per lead, so it should be your last resort. Done in order—expand, optimize, then bid—you can scale LinkedIn Ads profitably without losing control of your budget.

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