They are there every working day, for example:
- Operations managers searching for new suppliers
- Finance and IT teams evaluating new tools
- SaaS buyers comparing platforms
- Project 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
- Outside partners (including us) should get access, not ownership
If an external provider 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 everything else depends on: conversion tracking, remarketing, and company-level insights.
Want this built inside your own team? Request a free marketing check.