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

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May 5, 2025

In this discussion, LinkedIn ads expert Anthony Blatner and award-winning strategist Tagg Bozied share their insights on optimizing B2B LinkedIn advertising for 2025. They unravel the biggest mistakes marketers make and how to avoid them, emphasizing the rise of thought leader ads. The duo also dives into metrics that matter for brand awareness, including dwell time and frequency, and explores innovative strategies like Connected TV ads. With practical budgeting tips and A-B testing insights, they equip listeners to elevate their LinkedIn campaigns.

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ADVICE

Target Correctly Before Advertising

Begin LinkedIn campaigns by targeting the right audience through research on actual customer pages.
Start with brand awareness instead of rushing to demo-focused ads to educate prospects first.

ADVICE

Use Video and Media Mix

Use video ads for B2B on LinkedIn to create powerful, engaging first impressions.
Maintain a media mix including video, images, and long-form content to maximize engagement.

ADVICE

Leverage Thought Leader Ads

Employ thought leader ads by boosting posts from individuals to achieve higher engagement and lower costs.
Utilize posts from CEOs, founders, or employees and even external influencers for credibility.

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#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
(01:56) - – Why This Isn’t Just a “Webinar”
(03:24) - – Meet the Experts: Tagg Bozied and Anthony Blatner
(05:35) - – Biggest Mistakes in LinkedIn Ads
(08:06) - – How to Make LinkedIn Ads Stand Out
(10:18) - – What to Know About Thought Leader Ads
(14:39) - – What Does Success Look Like? Metrics That Matter
(17:36) - – What’s a CTV Ad and Should You Try It?
(20:40) - – Budgeting Tips for Niche Audiences
(26:54) - – LinkedIn Lead Forms vs. Landing Pages
(32:52) - – Proving ROI on Brand Awareness Campaigns
(38:53) - – Reporting Tools and Stack Recommendations
(41:35) - – Targeting Secrets and Retargeting Best Practices
(44:57) - – How to Think About A/B Testing on LinkedIn
(48:55) - – Wrap-Up + Where to Connect

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