May 05, 2025

B2B LinkedIn Ads Playbook: What Works (and What Doesn’t) in 2025

52 minutes

#243 Linkedin Ads | In this episode, Danielle Messler sits down with Anthony Blatner (LinkedIn ads expert and certified instructor) and Tagg Bozied (Head of Brand Awareness at Docebo and award-winning B2B campaign strategist) to dig into what actually works with B2B LinkedIn ads in 2025. These two have spent years in the trenches, building campaigns for some of the most niche, high-intent B2B audiences, and they’ve got the data and real stories to back up what works (and what definitely doesn’t).

Danielle, Anthony, and Tagg cover:

The biggest mistakes B2B marketers make on LinkedIn and how to fix them fast
Why “thought leader ads” are crushing right now and how to set them up the right way (even if you’re not Dave Gerhardt)
How to measure success in brand awareness campaigns (including smart ways to use dwell time, frequency, and Google Analytics)

Timestamps

(00:00) - – Intro from Dave

(03:37) - – Why This Isn’t Just a “Webinar”

(05:05) - – Meet the Experts: Tagg Bozied and Anthony Blatner

(07:16) - – Biggest Mistakes in LinkedIn Ads

(09:47) - – How to Make LinkedIn Ads Stand Out

(11:59) - – What to Know About Thought Leader Ads

(16:20) - – What Does Success Look Like? Metrics That Matter

(19:17) - – What’s a CTV Ad and Should You Try It?

(22:21) - – Budgeting Tips for Niche Audiences

(28:38) - – LinkedIn Lead Forms vs. Landing Pages

(34:36) - – Proving ROI on Brand Awareness Campaigns

(40:37) - – Reporting Tools and Stack Recommendations

(43:19) - – Targeting Secrets and Retargeting Best Practices

(46:41) - – How to Think About A/B Testing on LinkedIn

(50:39) - – Wrap-Up + Where to Connect

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Brought to you by:

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Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

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