SHOW RESOURCES

Here were the resources we covered in the episode:

New Audiences Menu

Document Ads

Media Library

Certified LinkedIn Marketing Experts program

Reporting on LinkedIn Ads ROI

NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox

Youtube Channel

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Summary

There are a lot of misconceptions around LinkedIn Ads—and AJ Wilcox just debunked six of the biggest ones. From the common belief that “LinkedIn Ads are too expensive” to the idea that you should “never touch your campaigns for 30 days,” this conversation is a must for any B2B marketer. The reality? While CPCs are higher on LinkedIn, cost per sales-qualified lead is often lower than other platforms due to better targeting. AJ also tackled the myth that you need audiences of over 300,000—recommending micro-segmentation instead for tighter data and better optimization. As he puts it: smart advertisers prefer control and clarity over broad strokes.

Other myths busted: bidding higher doesn’t necessarily get you better leads (just more expensive ones), and audience expansion can ruin precision unless you’re extremely careful. Plus, if your ads aren’t performing after a few days, you don’t need to wait a full month to pivot. With new features like document ads, the media library, and the rollout of the certified marketing experts program, now’s the time to test smarter, not just spend more. If you want LinkedIn Ads to actually work, it starts with busting bad assumptions—and building strategy around what really moves the needle.

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