LinkedIn Ads used to be niche and expensive.
Now it's mainstream and expensive.

In this episode of TLDR, Srikrishna (CEO of Factors.ai) and I were discussing how the change in LinkedIn Ads is massive:

B2B ad spend on LinkedIn jumped from 3-5% to 20-25%. Everyone finally realized it's the only way to reach decision-makers at scale.

But here's the catch: if everyone's doing it, then the old playbooks are not going to work anymore.

You’ll have to start thinking about changing your approach.

And this is exactly how Alaan Pay was able to drop their CPL by 56%.

Not through better creative or copy. Through better & improved infrastructure.

Most companies are still uploading 100K contacts and hoping for the best.

But in this episode, Sri explains what actually works now:

1. Build smarter audience lists: Don't just use Apollo or Sales Navigator filters. Layer in intent signals: G2 competitor page views, website behavior, email engagement. Segment into TOFU, MOFU, BOFU - not one massive list.

2. Distribute ads strategically: SQLs should see 10x more impressions than cold accounts. Show case studies to SQLs, competitor comparisons to closed-lost deals. Stop wasting the budget showing ads to existing customers.

3. Implement CAPI (Conversions API): Feed website conversion data back to LinkedIn's algorithm. Most companies only send CRM data (super limited). Factors is one of 4 LinkedIn CAPI partners globally.

If you run LinkedIn ads or plan to, this is a must-listen.

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