Noah Cisneros

I’ve been around digital marketers for years, and few conversations have been as refreshing as my recent chat with AJ Wilcox, founder of B2Linked and a pioneer in LinkedIn advertising. It wasn’t just the knowledge—though there was plenty of it—but AJ’s contagious enthusiasm and authentic insight into both marketing and life.

I kicked things off with a quote by advertising skeptic Bob Hoffman, reminding listeners (and myself) of a crucial marketing reality:

“Nothing creates a greater likelihood of attaining high visibility than creativity.”

That simple truth resonated throughout our entire conversation.

From Marketing Student to LinkedIn Leader

AJ’s journey into marketing began at BYU, sparked by curiosity and countless commercials analyzed between Star Trek episodes with his father. Initially drawn to SEO and Google Ads, AJ soon found his calling in LinkedIn advertising—an opportunity that literally shaped his career path.

“Within two weeks at my first startup, a sales rep told me they were fighting over my leads—every single one from LinkedIn.”

His method? Transferring Google Ads strategies onto LinkedIn’s unique audience targeting.

Key takeaways from AJ’s LinkedIn strategy:

• Precise audience targeting is critical.
• Google’s keyword strategies can successfully adapt to LinkedIn’s audience focus.
• Tight campaign groupings allow precise performance insights.

Why LinkedIn Ads Aren’t Just Another Platform

Despite higher costs (average CPC ranges from $10–$16), AJ argued the unmatched precision LinkedIn offers for B2B targeting is its greatest strength. While platforms like Google and Meta blur business and consumer intent, LinkedIn uniquely clarifies exactly who sees your ads.

“LinkedIn was built specifically for B2B. It’s unprecedented access at a premium cost—but absolutely worth it for targeted campaigns.”

In 2025, LinkedIn ads are saturated, AJ admits, but far from oversaturated. The takeaway? If you’re not already optimizing your LinkedIn ads, now is the time—before your competitors flood in.

Content Matters: Performance Meets Creativity

I had to dive into the eternal marketing debate: creatives versus performance marketers. AJ firmly sides with performance but notes the significant role engaging content plays in reducing costs and boosting ad effectiveness.

AJ’s proven content winners:

• Comic strips (an unexpected standout in B2B).
• Memes and humorous content.
• Short, engaging videos inspired by TikTok.

“If every LinkedIn ad looks buttoned-up, your meme or comic strip will stand out dramatically—driving engagement for far less cost.”

Becoming Passionate About… Garbage?

As our conversation shifted from digital marketing strategies to broader life advice, AJ shared an enlightening anecdote about a successful entrepreneur who made his fortune in waste management. The entrepreneur confessed he wasn’t initially passionate about trash, but he became passionate about fulfilling a need and making a tangible difference.

AJ expanded beautifully on this lesson:

“Your career passion might not yet exist. Don’t worry about immediately following passion; instead, follow opportunity and talent.”

In essence, AJ emphasized that mastery creates passion—not necessarily the other way around.

AJ’s advice for discovering your career passion:

• Experiment with diverse roles early on.
• Don’t fear job-hopping (within reason); you’re getting paid to learn.
• Be open-minded—your ultimate career may not exist yet.

Networking Isn’t Optional; It’s Essential

AJ stressed the value of genuine relationships within the digital marketing community. From hosting major Utah DMC events to mentoring emerging marketers, AJ’s career underscores the significance of community.

“You can’t succeed alone. Dig your well before you’re thirsty. Invest genuinely in relationships.”

The Ultimate Goal: Happiness in the Journey

Wrapping up, AJ shared wisdom about true happiness—a concept evolved from youthful ambition to mature gratitude.

“I used to think happiness meant achieving goals, owning certain things. Now, happiness means service, family, and teaching others. There’s joy in the journey itself.”

As AJ’s enthusiasm flowed throughout our discussion, I couldn’t help but feel inspired. In digital marketing—and life—finding joy through continual learning and genuine connection remains paramount.

If you’re interested in learning more from AJ or working with his agency, find him easily on LinkedIn or visit B2Linked.

I’ll leave you with one last thought that encapsulates AJ’s spirit perfectly:

“I came out of the womb pre-caffeinated—I’m just passionate about what I do.”

Keep questioning, keep learning, and keep finding joy in your own journey. Why not?