In this episode of the Scaling Japan Podcast, we welcome Ignacio Dávalos, Content Strategy Director at AIM B2B (a Custom Media company), and an experienced marketer who has led multi-channel B2B and B2C strategies for global brands like L’Oréal, Gengo, and Lionbridge.

Ignacio breaks down how LINE Ads work in Japan, why they are so effective across multiple industries, and how the platform differs from Western advertising tools like Meta. He explains the ad formats that perform best, how targeting works using Yahoo Japan’s data, and why the LINE Official Account is essential for converting and nurturing leads.

He also shares B2C and B2B case studies, full-funnel strategies, CRM integration recommendations, and the most common mistakes foreign companies make when using LINE Ads.

If you’re a marketer, founder, or advertiser looking to grow in Japan, this episode gives you a tactical, platform-specific playbook for succeeding with LINE.

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

• Localized storytelling to build trust in Asian markets

• Strategic performance marketing (LINE Ads, LinkedIn Ads, GEO, SEO)

• Account-based marketing (ABM) and paid media

• HubSpot-certified CRM & marketing automation

• Data-driven implementation with cultural expertise

🔗 Learn more about AIM B2B : https://hi.switchy.io/h7TM

01:35 – Guest Introduction

03:54 – Introduction to LINE’s role in Japan

05:08 – LINE vs Meta comparison

07:20 – Ideal industries for LINE Ads

08:24 – LINE's lead-generation features

11:42 – B2C & B2B case studies

15:32 – LINE ad formats (VOOM, Smart Channel, more)

18:06 – Best video ad length

19:01 – Targeting using Yahoo Japan data

24:48 – Full-funnel strategy with LINE

27:10 – LINE Official Account features

30:42 – CRM integration via LINE API

32:50 – Common mistakes foreign companies make

35:16 – Misconceptions about LINE

35:57 – Advanced B2B funnel (LINE → LinkedIn)

38:16 – Future of LINE (AI integration & B2B growth)

41:37 – Ignacio’s upcoming GEO seminar

Connect with Ignacio Davalos on LinkedIn – linkedin.com/in/ignaciodavalos

Link to GEO Strategy Online Webinar from AIM B2B: https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy/

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