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AJ Wilcox’s Playbook for LinkedIn Growth

In this episode, Paul Hurley interviews LinkedIn ads expert AJ Wilcox to uncover strategies for optimizing LinkedIn advertising campaigns. With over $200 million in LinkedIn ad spend experience, AJ shares practical insights for B2B marketers looking to get better results from this challenging platform. Timestamps: 00:00 Introduction to LinkedIn's unique challenges 01:52 Why LinkedIn is hard but valuable—best targeting with high costs 05:19 The three-stage funnel approach for LinkedIn success 07:17 Creating thought leadership content that drives engagement 10:22 LinkedIn vs. Google: opposite sides of the same coin 14:19 Account-based targeting and list building strategies 20:35 Attribution and tracking across multiple touchpoints 24:09 Personal posts vs. company posts (10-15x higher engagement) 31:01 Budget recommendations for starting with LinkedIn ads 38:46 Case study: How AJ helped a client reduce cost per lead 47:11 The human touch: Why authentic content beats AI-generated content 56:21 The 2025 LinkedIn playbook: personal content first, then nurture