LinkedIn Advertising: Waste of Time or B2B Gold Mine?

Most executives don’t believe LinkedIn Ads work. And honestly, they’re not wrong — not with the way most companies run them. Costs are high, targeting is misunderstood, campaigns are misconfigured, and LinkedIn’s “recommended settings” are engineered to drain your budget, not deliver pipeline. But here’s the reality your competitors hope you keep ignoring: LinkedIn remains the single most precise B2B targeting engine on earth, the only platform where you can reliably reach decision-makers by title, seniority, industry, company size, skills, and more. When executed correctly, it becomes an unmatched channel for demand creation, strategic visibility, and high-value lead acquisition. But very few teams know how to do it right.

You’ll learn why most campaigns fail before they even launch: relying on cold audiences to convert, ignoring the 15-touch reality of B2B buying journeys, trusting inflated CPCs, bidding the wrong way, and burning cash on the wrong ad formats. If your ACVs are above $10K, the platform isn’t expensive — it’s a bargain — but only if you stop doing what LinkedIn tells you to do.

And while marketers obsess over cheap leads from Google or Meta, AJ shows how LinkedIn quietly fuels every other channel, lifting retargeting performance, improving CRM match rates, and driving a higher-quality pipeline that closes faster and stays longer. LinkedIn isn’t a magic slot machine, and it won’t save a weak offer, bad funnel, or nonexistent nurture path. But for companies with real B2B value and clear positioning, LinkedIn becomes the ultimate force multiplier — a channel that builds trust, accelerates awareness, deepens engagement, and fills your pipeline with the exact professionals your sales team wants to talk to. This is the LinkedIn Ads session every skeptical B2B sales and marketing exec needs.

What You’ll Learn

• Why most companies fail on LinkedIn Ads — and how LinkedIn’s default settings are designed to overcharge you.
• How to use LinkedIn’s unmatched B2B targeting (titles, seniority, skills, industries, company size, and more) to reach only high-value buyers.
• The 3-stage funnel blueprint for building awareness, deepening engagement, and driving sales-ready demand using specific ad formats.
• How to retarget correctly using LinkedIn’s powerful engagement audiences instead of unreliable pixel traffic.

About the speaker:
AJ Wilcox is one of the world’s top authorities on LinkedIn Advertising and the founder of B2Linked, the agency behind more than $200M+ in managed LinkedIn ad spend. Since 2014, he has built and optimized thousands of campaigns for leading B2B brands, earning B2Linked official LinkedIn Partner status and establishing himself as the go-to expert for performance-driven LinkedIn strategy. AJ is also the host of The LinkedIn Ads Show, the industry’s leading podcast for advanced tactics, platform updates, and insider interviews with LinkedIn product leaders.
AJ’s expertise spans all facets of LinkedIn advertising — from precision B2B targeting and ACV-based economics to funnel architecture, bidding strategy, and the retargeting sequences required to move cold audiences toward trust, engagement, and sales readiness. His insights are grounded in rigorous testing, deep platform knowledge, and the hands-on management of high-stakes campaigns across tech, SaaS, recruiting, higher education, and enterprise B2B.