A B2B LinkedIn campaign structure your team can actually manage.

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

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 separate major B2B marketing initiatives, for example:

FT – First Touch – Europe Manufacturing
ABM – Top 100 Accounts – DACH
Events – Industry Expo
Recruitment – Engineers

Each group should answer: what is this part of our LinkedIn strategy for? We usually don't set budgets or objectives at this level. We keep control at the campaign level.

2.2. Campaigns = one segment, one objective, one format

Inside a campaign group, each campaign represents one ICP segment, one objective, and one ad format. A good B2B campaign name might look like:

At a glance your team knows it's first touch, targeting Operations Directors, in Industrial Manufacturing, in DACH, English creative, video ads, manual bidding. This makes reporting, optimisation and internal handovers much easier.

2.3. Ads = structured variations

Each campaign should use only one ad format: all single image, or all video, or all document. No mixing static, video and document in the same campaign. It confuses optimisation and makes performance analysis harder.

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.