You already know that not every lead converts the first time they see your ad. But with LinkedIn’s retargeting tools, you can reconnect with people who’ve already shown interest—and bring them back when they’re ready to act.
In this guide, we’ll break down what LinkedIn retargeting is, how it works, and how to use it to close the loop on your lead generation efforts.
What Is Retargeting on LinkedIn?
Retargeting (also known as remarketing) allows you to show ads to people who have previously:
- Visited your website
- Clicked on your ad
- Engaged with a video
- Opened (but didn’t submit) a lead gen form
- RSVPed to a LinkedIn Event
This strategy helps you stay top-of-mind and move warmer leads further down the funnel.
Why Retargeting Works So Well in B2B
- Longer sales cycles = more touchpoints needed
- High-ticket decisions require nurturing
- You already paid for that first click—don’t waste it!
Retargeting gives you a second (or third) chance to convert people who’ve already shown intent.
Types of LinkedIn Retargeting Audiences
1. Website Visitors
Target users who’ve visited specific pages (e.g., pricing, demo, case studies).
Best For: Product awareness, feature promos, free trial nudges
Example: “Still researching solutions? Here’s how we help [Industry].”
Set this up by installing the LinkedIn Insight Tag on your site.
2. Video Viewers
Retarget people who watched a certain percentage of your LinkedIn video ads.
Best For: Warm brand awareness campaigns
Example: “You saw the highlights—now see how [Client Name] scaled 4X.”
3. Lead Gen Form Opens (But No Submit)
Great for users who showed interest but didn’t convert.
Best For: Time-sensitive offers or simplified forms
Example: “Still thinking? Grab your copy of the guide now.”
4. Event RSVPs or Attendees
Follow up after webinars or virtual events.
Best For: Mid-funnel nurturing
Example: “Thanks for joining us—here’s your next step.”
How to Set Up Retargeting in LinkedIn Campaign Manager
- Go to “Audiences” tab
- Click “Create audience” → “Retargeting”
- Choose your data source (website, video, form, etc.)
- Set audience criteria (e.g., page URL contains “/demo”)
- Save and assign to your campaign
You’ll need a minimum of 300 users to start delivery.
Top Retargeting Plays You Should Try
✅ The “Re-Engage” Campaign
Target form openers who didn’t convert with a short, low-bar lead magnet.
✅ The “Case Study Closer”
Retarget mid-funnel traffic with a powerful testimonial or ROI story.
✅ The “Last Nudge” Sequence
Send a message ad or video ad to event RSVPs who haven’t taken action.
How to Measure Success
Track these KPIs:
- CTR – Should be higher than cold campaigns
- CPL – Often 20–40% lower than prospecting
- Lead Form Completion Rate
- Return Visitor Conversions
Always compare against your initial cold audience to evaluate lift.
Retargeting Best Practices
✅ Refresh creative every 2–3 weeks
✅ Limit frequency to avoid burnout
✅ Layer in exclusions (e.g., already converted users)
✅ Test different CTAs based on funnel stage
Common Mistakes to Avoid
❌ Not installing the Insight Tag
❌ Only retargeting website visitors (missing in-platform behaviors)
❌ Forgetting to exclude converted leads
❌ Retargeting cold traffic too early
Final Thought:
B2B buyers rarely act after one touchpoint. Retargeting ensures your message shows up after the first impression—when it actually counts.
Need help mapping your LinkedIn retargeting strategy? Let’s build it together. Schedule a free session with Whirlwind Media.
