--- title: "What Are the Most Common LinkedIn Ads Mistakes?" description: "AJ Wilcox, founder of B2Linked and widely considered the most experienced LinkedIn Ads buyer in the world, covers targeting, budgeting, creative, and lead quality — plus a live walkthrough of building a LinkedIn campaign in Leo." datePublished: 2026-03-24 dateModified: 2026-03-24 youtubeId: "35DfrOXesXI" playlistId: "PLAqoAzwfPp-CanpGNYZdspHXg6vrtAYlW" author: "AJ Wilcox" guests: - name: "AJ Wilcox" role: "Founder" company: "B2Linked" companyUrl: "https://b2linked.com/" linkedIn: "https://www.linkedin.com/in/wilcoxaj/" bio: "Widely considered the most experienced LinkedIn Ads buyer in the world. Has run more LinkedIn ad spend than anyone alive." playbook: "Audit my LinkedIn Ads using AJ Wilcox's playbook from Percuity University. Start with targeting. Review my job titles, seniority filters, company size bands, industries, and any account lists I've uploaded. Tell me if I'm targeting too narrow (paying premium CPMs for an audience too small to optimize against) or too broad (wasting spend on people who'd never buy). Then look at creative. Does it match what works on LinkedIn — direct, substantive, more like a smart colleague's post than a polished display ad? Then audit lead quality, not volume. Of the leads I've generated, what percentage made it to SQL, what percentage to opportunity? Which audiences and creative pairs are driving the good ones, and which are inflating my numbers with junk? Close with a list of the most common LinkedIn mistakes you can see in my account, ranked by how much money each is costing me." category: "linkedin-ads" relatedAnswers: - label: "LinkedIn Ads Targeting Options Guide" href: "/answers/linkedin-ads/linkedin-ads-targeting-options-guide" - label: "LinkedIn Ads Benchmarks 2026" href: "/answers/linkedin-ads/linkedin-ads-benchmarks-2026" - label: "Can AI Manage LinkedIn Ads?" href: "/answers/linkedin-ads/can-ai-manage-linkedin-ads" --- ## What Does the World's Top LinkedIn Ads Expert Think Most Advertisers Get Wrong? **Most LinkedIn advertisers optimize for lead volume instead of lead quality — and fool themselves with dashboard numbers that never convert to pipeline.** AJ Wilcox, founder of B2Linked, has run more LinkedIn ad spend than anyone alive. His central observation is that LinkedIn makes it easy to generate leads and hard to generate good leads. The platform's lead gen forms have low friction, which means high volume, but that volume is mostly people who clicked because it was easy — not because they had genuine purchase intent. The fix starts with changing what you measure: SQL rate and opportunity conversion, not cost per lead. ## How Should You Approach LinkedIn Ads Targeting? **Target by job function and seniority first, then layer on company size and industry — and keep your audience above 50,000 to give LinkedIn's algorithm enough room to optimize.** AJ identifies two targeting mistakes that burn the most budget. Going too narrow — stacking job title plus seniority plus company size plus industry plus skills — creates an audience so small that CPMs spike and LinkedIn can't optimize delivery. Going too broad — targeting "Marketing" at all seniority levels at all company sizes — wastes spend on people who'd never buy. The sweet spot is specific enough to reach decision-makers but large enough for the algorithm to find the cheapest impressions within that set. ## What Does Good LinkedIn Ad Creative Look Like? **Less polish, more substance. The best-performing LinkedIn ads read like a smart colleague's post — direct, specific, and useful — not like a display ad.** AJ's creative principle contradicts what works on Meta or Google Display: LinkedIn users are in professional mode, and anything that looks like a traditional ad gets scrolled past. Text-heavy image ads with a single clear insight outperform designed graphics. Single-image posts outperform carousels for most objectives. The hook should be a specific claim or number, not a vague promise. "We reduced our sales cycle by 22 days" outperforms "Transform your sales process" by a wide margin. ## How Much Should You Budget for LinkedIn Ads? **Plan for $50-100 per day minimum per campaign, with CPMs typically between $30-80 for B2B audiences in North America.** AJ is realistic about LinkedIn's cost structure: it's the most expensive major ad platform on a per-impression basis, and that's by design — the targeting is more precise and the audience has higher purchasing power. The mistake is running LinkedIn with a budget that's appropriate for Meta. At $10/day, you'll get so few impressions that no optimization is possible and no learning happens. AJ's recommendation is to commit to a budget that generates at least 10,000 impressions per week per campaign, then measure quality ruthlessly. ## How Do You Grade LinkedIn Campaigns on Lead Quality? **Track every lead through to SQL and opportunity stage, then calculate cost per SQL and cost per opportunity by campaign, audience, and creative — not just cost per lead.** AJ's measurement framework rejects LinkedIn's native reporting as insufficient. The platform tells you cost per lead and lead volume, which are vanity metrics if 80% of those leads never respond to a sales call. The real audit requires CRM data: what percentage of leads became SQLs, what percentage reached opportunity stage, and which targeting and creative combinations drove the ones that actually mattered. A campaign with 50% fewer leads but 3x the SQL rate is the better campaign.