To wrap the strategy, here are the big pitfalls we see – and how to sidestep them. 1). Using OR instead of AND in targeting Fix it with “Narrow” (industry → narrow → company size → narrow → job titles) 2). Letting “Accelerate” build your campaigns Always use Classic setup 3). Leaving Audience Expansion and LAN on by default Turn both off unless you’re running controlled tests 4). Relying on Website Conversions too early Start with Engagement / Traffic and strong conversion tr

This is where B2B LinkedIn marketing stops being “just ads” and starts becoming a sales intelligence engine. 8.1. Build smart remarketing audiences With the Insight Tag and proper objectives, create audiences for: Website visitors 30 / 60 / 90 days Plus specific high-intent pages (e.g. /pricing, /industries/automotive) Video viewers Watched 25%+ (warm) Watched 50%+ (very warm) Document viewers People who opened or unlocked your guides / checklists Lead form engagers Opened a

B2B buying cycles are long. A single form fill doesn’t equal revenue. So we use three layers of measurement. 7.1. Layer 1: Online conversion tracking (Insight Tag + URLs) Use the Insight Tag to track: Demo / consultation requests Key pages (e.g. pricing, solutions, product variants) Content downloads or event registrations Set up in Campaign Manager: Go to Conversions Create a new conversion (e.g. Demo Request) Use URL rules like URL contains /thank-you-demo Choose reasonable

LinkedIn will push you towards: Accelerate (auto-build campaigns) Maximize Delivery (auto bidding) We avoid both when building performant B2B LinkedIn ad accounts. 6.1. Always choose “Classic” over “Accelerate” When creating a campaign: Choose “Classic”, not “Accelerate” Accelerate tends to: Broaden targeting more than you’d like Make assumptions about your strategy Limit the control your team needs to learn and optimise 6.2. Start with manual bidding Under bidding: Switch fr

You don’t need all the formats. For most B2B companies, a few core options will do most of the heavy lifting. 5.1. Single Image Ads – your B2B LinkedIn workhorse Best for: Problem-solution posts Before/after visuals Simple frameworks and diagrams “Save-this” style content These are often the backbone of your always-on B2B LinkedIn marketing. 5.2. Video Ads – turning complex products into clear stories Video is perfect for B2B when: Your solution is technical or complex You ne

Targeting is where most B2B LinkedIn ad accounts lose money. LinkedIn gives you a huge list of filters. The secret isn’t to use them all – it’s to combine a few correctly. 4.1. Fix your location setting first By default, LinkedIn often uses: “Recent or permanent location” For B2B campaigns (especially when you sell in specific regions), switch to: “Permanent location” That way, a construction CIO visiting a conference in your country doesn’t suddenly get treated as part of yo

Your campaign objective in LinkedIn isn’t just a label; it changes how the algorithm optimises and what you pay for. Here’s how we approach objectives in B2B LinkedIn ads. 3.1. Brand awareness – for reach and frequency Optimises for reach (CPM) Lets you set frequency caps (e.g. max 3 impressions per user per week) Perfect for: First-touch, educational campaigns Founder / expert thought leadership you want your ICP to see regularly Use Brand Awareness when your goal is visibil

A B2B LinkedIn campaign structure your team can actually manage Most LinkedIn ad accounts look like a graveyard of “Test 1”, “Campaign 2”, “Q1 push”. Three months later, nobody remembers what anything does. That’s why we use a clear, scalable structure optimised for B2B. LinkedIn has 3 levels: Campaign Groups – strategic initiatives Campaigns – targeting + objective + ad format Ads – individual creatives 2.1. Campaign Groups = initiatives, not chaos Use campaign groups to sep

B2B LinkedIn Ads: How to Build a Profitable In-House LinkedIn Marketing Engine A practical playbook for B2B LinkedIn marketing, written from the BrandArchway perspective. Learn how to build a profitable B2B LinkedIn ads strategy in-house: from account setup and targeting, to creatives, bidding, conversion tracking and sales signals. A practical LinkedIn marketing playbook for B2B companies. If you sell to other businesses, your buyers are on LinkedIn: Manufacturers searching

We are officially one year old. When we launched Brand Archway, we set out with a singular mission to help technical B2B companies stop losing to inferior competitors who simply market better. Over the past twelve months, we have helped firms in manufacturing, engineering, and industrial SaaS move from being invisible online to becoming undeniable authorities in their space. Today, we are celebrating the milestone by sharing the framework that makes this possible: The Archway