The only B2B LinkedIn Ads Playbook your team will ever need.

Apr 1, 2026 · 2 min read · Sjoerd Oude Tanke, Founder, BrandArchway

If you sell to other businesses, your buyers are on LinkedIn:

Manufacturers searching for new suppliers
Construction and technical firms evaluating new tools
SaaS buyers comparing platforms
Engineering teams looking for solutions to specific problems

That's what makes B2B LinkedIn ads so attractive… and also so expensive when they're done wrong.

At BrandArchway, we don't believe in running your LinkedIn advertising for you forever. We help you build a B2B LinkedIn marketing system that your team owns, and then we deliberately step away. This article is that system in written form: a clear, step-by-step strategy you can run internally, for years.

1. Own your LinkedIn Ads infrastructure (before you spend a cent)

1.1. The LinkedIn Ads account should belong to you

It sounds obvious, but it's still a common problem:

The LinkedIn Campaign Manager account must be owned by your company
Agencies (including us) should get access, not ownership

If your agency owns the account, they control historical performance, audiences and remarketing lists, and your conversion set-up. That's the opposite of marketing independence. Make sure your company is the account owner.

1.2. Install the LinkedIn Insight Tag everywhere

The Insight Tag is the backbone of any B2B LinkedIn strategy. Without it you can't track conversions properly, build remarketing audiences, or see which companies are engaging with your ads.

How to set it up (best practice for B2B):

Go to Campaign Manager → Measurement → Insight Tag / Manage Sources
Choose "Install with Google Tag Manager"
Use LinkedIn Insight Tag 2.0 (the newer version, better for event tracking)
Fire it on all pages
Publish in GTM and wait until the tag shows as "Verified"

This is a one-time task that unlocks everything else: conversion tracking, remarketing, and company-level insights.

Want this built inside your own team? Book a free B2B audit and we will map a B2B LinkedIn strategy to your market, ICP and sales process.