The Digital Marketing Podcast · Daniel Rowles and Ciaran Rogers

Complete Guide to LinkedIn Ads

March 28, 2025·32 min·2 clips

AJ Wilcox says LinkedIn’s bidding advice is “expensive advice” and lower bids can work just as well.

Daniel Rowles opens with AJ Wilcox and a straightforward promise: a step-by-step guide to LinkedIn ads. He frames AJ as the kind of speaker whose slides people actually stop to photograph, because the talk lands on practical takeaways instead of broad theory. AJ runs B2Linked. The conversation quickly shifts into how LinkedIn ad formats should line up with the stage of the funnel, not just the size of the budget. Thought leader ads are the ideal first touch. AJ describes them as video promoted from an individual LinkedIn profile rather than from the company page, which gives them the feel of a real person sharing a tip, concept, or industry update. Document ads come next. They work well as a first or second touch because a PDF lets people swipe through slides, and anyone who engages can later be retargeted. For the middle of the funnel, AJ suggests sending people to subscribable content such as a podcast, a YouTube channel, a live event, or a webinar. Single image ads get a clear role here. He treats them as a simple but effective way to explain the value of subscribing, joining, or learning deeper, with short text limits that keep the message tight. Bottom-of-funnel ads are handled separately. For lead-gen and demo-style conversion, AJ says single image ads can work well when they clearly spell out the value of taking the next step. AJ stays concrete throughout. He keeps circling back to formats, stages, and the kind of decision a marketer can actually make on Monday morning. The pacing is brisk. Daniel closes by pointing listeners to the show notes and inviting them to mention the podcast if they reach out to AJ. The whole thing feels less like a polished lecture than a working session between marketers focused on practical ad decisions.

As heard by us

A practical LinkedIn ads guide with clear funnel-stage format choices.

LinkedIn ads are treated as a working system, not a checklist. Daniel Rowles interviews AJ Wilcox of B2Linked, and the episode stays useful because it maps ad formats to funnel stage without losing the thread. Thought leader ads and document ads fit first touches.

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Why you'd press play

You want a clear step-by-step LinkedIn ads guide.

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