The most expensive B2B LinkedIn mistakes, and how to avoid them.

Apr 10, 2026 · 2 min read · Sjoerd Oude Tanke, Founder, BrandArchway

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 tracking

5). Messy naming and structure

Use clear, descriptive names for campaign groups, campaigns and ads

6). Never checking which companies and titles you're actually reaching

Regularly audit company and job-title breakdowns
Build negative lists for irrelevant segments

7). Treating LinkedIn as a lead vending machine

Focus on pipeline, revenue and sales signals, not just MQL counts.

From agency dependence to LinkedIn marketing independence

Most B2B companies that come to us have tried LinkedIn ads before: a few leads, unclear ROI, an agency that "owns" the account and the know-how, and a sense that LinkedIn should work for them but no system to prove it.

At BrandArchway, our approach is simple: we don't want to run your LinkedIn ads forever. We want to build your in-house LinkedIn engine and then make ourselves redundant. That means designing your strategy together, structuring your account, targeting and tracking so you own it, training your team to run and optimise campaigns, and documenting the system so you can scale it without us.

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.