B2B Retargeting Techniques

This LinkedIn Ads 6-Month Retargeting framework has brought in 570+ leads and $2,300,000+ revenue for us....and it's still a solid framework. It's been a few years now since I created this framework but it's still holding up to the test of time for the most part. Here are the top questions I get. 1. Why does this work so well? 2. How is this structured 3. How much budget do I need? 4. When can we expect results? Why does this work? A. LinkedIn Ads can qualify and convert ALL your website traffic which makes it one of the biggest ROI boosters in most b2b marketing funnels. When anyone tells you that "LinkedIn ads is expensive" I 100% guarantee they are talking about LinkedIn in a silo, talking about cold awareness campaigns or lead gen campaigns to a cold audience... and comparing it to Google or Facebook ads....this is quite terrible logic...let me explain. LinkedIn's insight tag can see ALL website traffic (google, organic, SEO, facebook ads, LinkedIn ads...all your website traffic). LinkedIn can then take all that traffic and layer on highly precise qualifying filters to sift out all the unqualified traffic usually attracted by SEO, organic, paid search...and choose to just retarget your ICP fit warm traffic to get max impact. This is why LinkedIn retargeting is a superpower. But to really leverage LinkedIn retargeting to get the most out of your other marketing efforts, you need a solid framework. 2. How is this structured 1. Cold audience - small steady stream of quality prospects getting first touches to your brand. 2. Capture all website audiences, qualify them with filters and put them into 90-day retargeting layers. 3. Content is thought leadership, demonstrating expertise, third-party validation, and content that builds trust and credibility to nurture your ICP fit warm traffic. 4. Those who engage with our 90-day retargeting layer get moved to a 30-day higher-intent layer focused on stronger calls to action to convert those that show interest (lead gen works well here) 5. Those that don't engage in 90 days get moved to lighter touches to nurture for another 90 days (follower, text, and spotlight ads work well ) Tips: -Watch frequency close. Proper saturation of the audience in retargeting is key. -Control frequency by controlling budget and audience size -Say no to audience expansion -YES, video and thought-leader ads are 🔥 -DO NOT exclude business development job function...that's actually how LinkedIn classifies most executive decision-making positions (founder/CEO/CMO/ etc) -Do leverage ad scheduling tool like DemandSense to schedule/rotate ads and optimize budget Website Linkedin Ads Agency: https://lnkd.in/guEafPKk LinkedIn Ads Demo Video: https://lnkd.in/gudY92cC B2B Strategies and Guides: https://lnkd.in/gB-WQ82f Impactable Youtube Channel: https://lnkd.in/emYVDn_T Let me know if you have questions!

#LinkedInAds can be challenging when trying to get high-quality marketing leads from the US. Here's how we tackle it for our B2B clients. Two Campaign Groups: 1. Cold Prospecting or Demand Gen - 60% of total budget 2. Retargeting - 40% of total budget These Campaign Groups consist of three funnels: Funnel 1 - Awareness & Brand Recall Audience: Target Account list or ICP-based native targeting Goals: Reach 80-90% of the audience with a frequency of 5+ across different campaigns. Introduce our company, services, and value proposition. Assets: Funding News, Company Videos, Founder's 1-Minute Loom, Thought Leadership Blogs KPIs: Website Visits, CTRs, Accounts Engaged, Video Watch Rate Path: Homepage and Blogs Budget: 10% -------------------------------- Funnel 2 - Content-based MoFu Before starting Funnel 2, refresh Funnel 1 audience or acquire a new list/audience. Audience: Engaged users from Funnel 1 Goal: Engage the vetted audience with our content Assets: Playbooks, Ungated Reports, Gated Reports, Webinars KPIs: Valid Gated Content Submissions, Leads from Targeted Lists Path: Lead Generation Forms only Budget: 25% ------------------------- Funnel 3 - Direct Acquisition Audience: Engaged users from Funnels 1 & 2, Ad engagers, form opens, downloaded gated forms, Frequency 5+ or Days 30+ eligibility Assets: Job-to-be-Done (JBTD) based ads, Conversational ads, Integrated product-based ads KPIs: Meeting bookings, Signups, Get Quote, High-intent form fills Path: 50% Lead Generation Forms, 50% Direct LP Testing Budget: 25% ---------------------------------------- The remaining 40% is allocated to Retargeting, which consists of two buckets: First-party website data and CRM data. Retargeting Audience: 1) Non-converters from Funnels 1-3 2) High-intent page visitors from other sources (organic, paid search competitor traffic, core terms, referral traffic) 3) Low-intent but high-value users (e.g., blog scroll depth 70%, 2 pages visited, session duration > 2 minutes) Assets: Case Studies, Testimonial Floaters, G2, Gartner, Forrester badges & Awards, Integration News, Efficiency/Cost savings messaging Path: Create new landing page for returning users and add a microsite link to case studies, customer testimonial videos, etc. Budget: 20% -------------------------------- Lastly, Pipeline Marketing focuses on helping our SDRs move users' lifecycle stages from lead to MQl, MQL to OPP, or Closed Lost to MQL. Assets: Company News, Product Launch Updates, Integration Updates, Upcoming Events, FOMO ads, Funding News KPIs: Sales Replies, Lifecycle Stage Movements, Webinar and Event Registrations This structure will works for most of the B2B brands. Pls share your thoughts on comments. Ideal budget to execute this structure is $10k - $15k monthly budget for linkedin. #ppc #linkedinads

B2B Funnel Strategy for LinkedIn Ads TOFU, MOFU, BOFU Best Practices I often get asked about setting up a funnel strategy for LinkedIn Ads that can work across industries and budget sizes. While every business has its nuances, there are universal best practices that can help anyone get started and optimize over time. Here’s the breakdown: 👉 TOFU - Top of Funnel (Awareness) This is all about grabbing the attention of your ideal audience. 💥 Goal: Drive traffic and introduce your brand. 💡 Best Practices: Focus on engagement metrics—CTR, CPC, CPM. Use a variety of ad types: Single images for clarity and videos for storytelling Remember, volume is the focus. Get your brand in front of as many eyes as possible, and build a connection with your audience before they even consider clicking. 💡 Pro Tip: A higher CPC isn’t always bad if it generates quality traffic. The key is getting a significant sample size to analyze how prospects engage. 👉 MOFU - Middle of Funnel (Consideration) This stage nurtures the interest you captured at the top and builds credibility. 🔥 Goal: Educate and deepen engagement with those who showed initial interest. 💡 Best Practices: Retarget your TOFU audience by layering in content-focused ads (think case studies, testimonials, and thought leadership). Frequency is key! Keep your ads varied—don’t show the same asset repeatedly. Include brand-building ads and content that speaks to pain points and positions your solution as the answer. 💡 Pro Tip: Test using Doc Ads for ungated content to drive engagement. If the content resonates, these can be powerful tools for building credibility and trust with your audience over time. 👉 BOFU - Bottom of Funnel (Conversion) Now we’re talking direct action. By this stage, your audience knows who you are and what you do. They’re more familiar with your brand, and they’re ready to be asked for the sale or conversion. 🚀 Goal: Drive leads, conversions, or other bottom-line results. 💡 Best Practices: Use conversion-focused ad types—A/B test Lead Gen Forms with a clear, direct CTA. Focus on ads that highlight ROI, efficiency, and social proof (e.g., testimonials, reviews, highlights from case studies). Bring in attribution data here. Knowing the path your audience took to get here can help refine messaging and approach. 💡 Pro Tip: Don’t skimp on retargeting! Keep a light-touch layer of ads for longer sales cycles, such as text ads or follower ads, so your brand stays top-of-mind when they’re ready to take that last step. Remember: Every funnel will need tweaking, and that’s the beauty of LinkedIn Ads—you can keep optimizing as your strategy evolves. Set up your funnel, build those touchpoints, and be patient. Conversions happen with consistent engagement and refinement. What strategies have worked best for your funnel? Drop your insights below! 👇 #linkedinads #linkedinmarketing #funnelbuilder

When I'm working to drive demo pipeline for high-growth B2B SaaS — here’s the 5-step Thought Leader Ads playbook I run 👇   𝟭. 𝗦𝗮𝘃𝗲 𝘁𝗵𝗲 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗣𝗮𝗴𝗲 𝗮𝗱𝘀 𝗳𝗼𝗿 𝗹𝗮𝘁𝗲𝗿. They’re expensive and lower-performing. In our tests, we can beat CPCs by 10x with TLAs. Save them for retargeting once the prospect is familiar with the brand.   𝟮. 𝗥𝘂𝗻 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿 𝗔𝗱𝘀 𝗳𝗿𝗼𝗺 𝗿𝗲𝗮𝗹 𝗽𝗲𝗼𝗽𝗹𝗲. Use your CEO, founder, or subject matter expert’s posts. These ads blend into the feed, build trust, and drive engagement that company logos simply can’t.   𝟯. 𝗙𝗼𝗰𝘂𝘀 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗶𝘅 𝗼𝗻 𝘀𝘁𝗼𝗿𝘆 + 𝗽𝗿𝗼𝗼𝗳 + 𝗖𝗧𝗔𝘀. We recently ran this for new product launch (ACV $24K) targeting executives. Our best posts: • Told the 𝘴𝘵𝘰𝘳𝘺 of before/after, not just features. • Highlighted results and customer examples. • Used simple copy that spoke directly to the reader (“you”), not “audiences” But, don't forget the CTAs :)   𝟰. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝗮𝗿𝗼𝘂𝗻𝗱 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝘁𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿. We tracked: • 𝗗𝘄𝗲𝗹𝗹 𝗧𝗶𝗺𝗲: 6.76 seconds (2.3x higher than company page ads) • 𝗖𝗧𝗥: 5% (12x higher) • 𝗖𝗣𝗖: $0.90 (11x lower)   𝟱. 𝗦𝗰𝗮𝗹𝗲 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹-𝗳𝘂𝗻𝗻𝗲𝗹 𝘀𝘆𝘀𝘁𝗲𝗺. We combined Thought Leader Ads + retargeting (LinkedIn + Meta + GDN): ⬇️ LinkedIn drives qualified prospects ⬇️ Retarget on LinkedIn ⬇️ Retarget on Meta + GDN ☎️ Demo Booked 💬 Nurture via email ✅ Close   The result? 📊 𝟰𝟭 𝘀𝗮𝗹𝗲𝘀 💰 $𝟯,𝟴𝟭𝟲 𝗖𝗔𝗖 🔥 𝟲.𝟮𝟴𝘅 𝗥𝗢𝗔𝗦   Thought Leader Ads make this funnel feasible for SMB + Mid-market. Traditional ads couldn’t even break even. And Enterprise can scale it all day long.   LinkedIn is evolving — and this is the new blueprint for efficient B2B growth.   <45 days left in the year. Raise your hand if you're testing out Thought Leader Ads before 2026?

Should you retarget by intent? We ran the test... Most B2B retargeting looks something like this: Someone visits your site, any page at all…and immediately: they’re getting hit with “Book a demo” or “Start your free trial” ads. No nuance. No context. Just one-size-fits-all messaging chasing every visitor around the internet. It’s simple. It’s easy. But also pretty broken. Here’s why: > Not everyone on your site is in the same headspace. > Blog readers aren’t ready to talk to sales. > Product page visitors are curious but not convinced. And people on the demo page? They’re this close but something’s holding them back. Treating all three the same? That’s how you burn ad dollars without actually building pipeline. So we ran a test. One of our clients had a basic retargeting setup. One campaign. One CTA. One generic message. We broke it apart and rebuilt it based on intent. ___________________________ Here’s how we segmented it: Blog readers Top-of-funnel folks in research mode. → We showed them value-first content: guides, checklists, downloads. Product & feature page visitors Mid-funnel visitors sniffing around the solution. → We served ROI calculators, interactive tools, and “how do you stack up” style CTAs. Pricing/demo page visitors Bottom-of-funnel leads with real buying signals. → They saw direct “Book a demo” and “Start your trial” ads with tons of social proof. ___________________________ Here’s what happened over 60 days: Old campaign (one-size-fits-all): > Low click-through rates (~0.4%) > Modest form fill volume > Demo-to-close rates hovering around 17% New segmented retargeting: > 3.1x higher CTR > 2.4x more total form fills > 29% increase in demo-to-close conversion from high-intent segments ___________________________ Better message-match. Cleaner funnel transitions. Better results.

We helped a client see a 47% reduction in cost per incremental conversion, 18% lower CPMs. 24% more reach, all from moving Meta budget out of purchase campaigns and into upper funnel. The purchase campaigns looked efficient, but frequency was climbing and so was CPMr. The algorithm was re-serving ads to the same people, and the "strong ROAS" was mostly Meta converting warm audiences it had already saturated. We needed net-new reach. The playbook: Step 1: Run a Conversion Lift test before you touch anything. You need a real benchmark of what your campaigns are actually doing incrementally, not what the platform tells you. Step 2: Set up lift custom conversions so you can track incremental impact at the campaign level going forward. Step 3: Launch upper funnel campaigns using creative you already have. Take your best performing purchase campaign creatives and run them in awareness and Google Referral traffic campaigns instead of optimizing for purchases. Full exclusions, custom placements. Step 4: Let it run for four weeks. Upper funnel doesn't convert in-platform the way purchase campaigns do, and that's the entire point. You're expanding the pool of people who know you exist so the downstream conversions are actually incremental. Step 5: Repeat your lift tests. Compare to your benchmark. This is where you find out if your upper funnel investment is driving new customers. Step 6: Now build dedicated upper funnel creative. Raw, native-feeling content, demos, social proof, user submitted stuff, etc. The evergreen assets got you started, but purpose-built TOF creative will outperform for cold audiences over time. Step 7: Update strategy based on the data, repeat the cycle. Short term, you're watching for frequency and CPMr to come down while rolling reach climbs. Your in-platform ROAS will probably look worse because you're reaching colder audiences, and that's the point. Longer term, growth in total new customers and reduction in nCPA. If you're hitting a ceiling on Meta and want a second set of eyes, feel free to hit me up.

I don’t run TOFU, MOFU, BOFU campaigns anymore. I run two types of campaigns, because there are only two things that matter: ↳ Building mental availability and consideration with out-market prospects ↳ Convincing in-market prospects to choose you over competitors Out-market campaigns hit our total ICP list. We run high-frequency ads built around strategic, data-backed messaging to drive reach and recall. The goal: “When they move in-market, we’re the name they remember.” We mix ad formats but optimize for audience penetration, frequency, engagement rate, and dwell time. To measure success, we track ICP company visits, share of search, and growth in engaged ICP accounts over time. This tells us we're not just hitting vanity metrics, but actually getting on the vendor list. In-market campaigns are laser-targeted. I recently shrunk this audience from 40K to ~8K. Given our full ICP list is ~180K, that tracks as only ~5% are in-market at any time. The goal: convert pipeline, drive revenue, shorten sales cycles, increase AOV and LTV. Here’s what that structure looks like: We ditched generic retargeting (website visits, video views, ad clicks). Instead, we focus on high-intent page visits—service, pricing, offer pages. Add in AI-driven intent-signals from Dreamdata and G2. Then, layer an ICP filter over the top to ensure we're not wasting spend on poor-fit prospects. Unlike most B2Bs, we don’t exclude existing pipeline from targeting. We keep reminding them why we're the best option. They’re not closed until they’re closed. Funnel logic makes sense for a linear funnel. But B2B buying journeys aren't linear. Smart B2Bs market the way buyers actually buy. Not the way they wish they would. 🤘 — P.S. Struggling to make LinkedIn Ads work? Have a KlientBoost Growth Strategist build your custom free marketing plan based on proven playbooks like this one. Hit the link to get yours: https://lnkd.in/eMpcnvQX

I spent over $300K on LinkedIn Ads this year. Here's the exact funnel that's booking meetings on autopilot: Most B2B companies burn cash on LinkedIn because they treat every prospect the same. Cold audience? Direct CTA. Warm audience? Direct CTA. Hot audience? You guessed it - Direct CTA. That's not a funnel. That's a money pit. Here's what actually works: 1. TOP OF FUNNEL → Build Trust Your goal: Be impossible to ignore. - Thought-Leader Mini-Demo Videos (15-30s) - Single Image Ads (Pain/Fear Hook + Solution) - Document Ads (5-7 pages of pure value) No hard sells. Just make them stop scrolling and think: "This brand gets me" or "This is cool". 2. MIDDLE OF FUNNEL → Prove It Now they know you. Time to show receipts. Retarget everyone who engaged (90-day window, ad engagement, 50% video views, website visit): - Before/After Case Studies - Big-Stat Social Proof (timeline + results) - UGC from Real Clients (founder/expert testimonials) They're thinking: "Does this actually work?" Show them it does. 3. BOTTOM OF FUNNEL → Close the Deal They've seen your content. They've watched your demos. They've visited your pricing page. Now it's personal. Retarget hot leads (30-day window, 75% video views, pricing page visits): - Direct CTA Ads (offer line + what they'll learn) - Testimonial Ads (short quote + metric) - Conversation Ads (personalized message style) This is the exact LinkedIn Ads funnel I'm using to manage over $30K/month spent for B2B companies. But this is just one piece of the puzzle. The real magic happens when you combine this with my full Creator-Led ABM strategy: I used this exact system to generate $1M in closed revenue for a 7-figure SaaS this year. And I've documented the entire process - the formulas, the frameworks, the timing, everything. All inside the Creator-Led ABM Playbook. Want it? Check the first comment.

Sell a B2B service into licensed cannabis operators? Struggling to hit pipe / rev goals? Here's a workflow / process that can work to drive more qualified pipe: - ID your vertical / niche (dispos, vertical operated, cultivation, ancillary proviers, etc); understand how you want to message..i.e. by state, by vertical, by size, etc - Use a data tool like CannaSpyglass to build out set of contacts using their data sets. This will allow you to verify license holders, markets, etc - Export data into a CSV - Enrich again using Apollo.io or Clay (this will get you LinkedIn URLs, etc) & double check - Re-run emails through NeverBounce by ZoomInfo - Upload lists into LinkedIn ad account; break apart by segment > use match audience to create targeted lists. I'd personally use thought leader ads from your founder / leader / most influential person in org. But you can also use the company account. - Build a series of ads with diff ad types (video, product, meme, provoking, social proof) for top of funnel; then build out a retargeting layer (video, more social proof, specific offers, free trials, demos, etc). There are some more setup pieces here to ensure ideal spend & targeting (HMU!). The creative here is the tricky part. - Connect LinkedIN ads to your CRM (HubSpot is really great for this) but others like ActiveCampaign will also work. Setup Fibbler to layer on top of your ads & connect to CRM. This will allow you to see who & what companies have engaged with your ads (impressions, clicks, etc). Fibbler also neat as it can push this engagement data into Slack for BDRs for intent based prospecting. - Then take feed that data back into Clay > push to Instantly.ai (or several other tools here) to drive email sequences to the engaged list w/ specific offers, micro case studies, more social proof, value added type content. If you want to go another step use a LinkedIn outreach tool (Heyreach) or something to push some targeted LinkedIn outreach. - You can also go another step & setup a website visitor ID tool (RB2B or Instantly have em) & setup workflows from your website to capture more intent in case the org is sharing ads internally & diff level staff (that has not engaged w/ ads) is visiting your website. I've def simplified it, but let me know if you've tried something similar or how you're driving new pipe for your biz! If you're stuck & need a hand hit me up!

After running paid media and outbound for dozens of B2B accounts, the single biggest unlock we've found is connecting three motions most teams run in isolation: organic LinkedIn content, paid thought leader ads, and personalized outbound. Here's how the full loop works. Step 1: Organic content from your founder or executives. Your CEO or subject matter expert posts consistently on LinkedIn. Thought leadership, hot takes, customer stories. Not corporate fluff from the company page. Real, opinionated content from a real person. Everything downstream depends on it. The content is what gets promoted. The person behind it is who the retargeting and outbound comes from. Step 2: Sponsor that content as Thought Leader Ads. Take posts performing well organically and put paid behind them. TLAs promote a post from someone's personal profile. It looks native, feels organic, and outperforms traditional sponsored content in every account we've managed. Run on an Engagement objective with manual CPC bidding. We consistently see 2x to 3x cheaper costs compared to automated bidding or Reach objectives. Target at your ICP and upload your target account list as a matched audience for ABM. You're building an engaged audience that becomes the fuel for everything else. Step 3: Retarget engagers with conversational ads from the same person. People who engaged with your TLAs are warm. They recognize the person. Hit them with a Conversation Ad from that same exec's profile offering something concrete. Conversation Ads are more like text adventures than actual conversations. Effective for qualifying intent, but not where real relationship building happens. Step 4: Capture the engagement and push to outbound. This is where it becomes a true allbound system. Push TLA engagers through Clay. Push contacts into HeyReach for LinkedIn sequences or Instantly for email. A personalized connection request from the same exec whose content they've been engaging with converts at a completely different rate than cold outbound. It doesn't feel cold because it isn't. Step 5: Fill the gaps with mid-funnel content. Turn blog posts into document ads the prospect reads in-feed. Cut podcast episodes into clips and run as video view campaigns. These audiences stack into retargeting layers that make conversion campaigns cheaper and higher quality. Why this works: Most B2B companies run organic with no paid amplification, ads with no connection to outbound, or cold outbound with no warming layer. Organic feeds paid. Paid builds retargeting audiences. Retargeting warms prospects. Warm prospects convert at higher rates on outbound. Closed deals become new content. The loop restarts. We've seen accounts cut cost per lead by 30%+ within 60 days by connecting the TLA retargeting funnel to conversation ads. Adding outbound on top accelerates pipeline because you're reaching the same people through multiple channels with a unified message.