How to Use LinkedIn Retargeting: The Elite B2B Funnel Playbook (2025)
Retargeting is your secret weapon for B2B pipeline. This is your strategist-grade, field-tested playbook for building advanced retargeting funnels, segmenting audiences, and winning back lost leads—no fluff, just results.
The B2B Retargeting Funnel Framework
// TODO: Insert a funnel diagram: Cold Audience → Website Visitor → Engaged → Demo/Signup → Customer
- Install the LinkedIn Insight Tag
- See Tracking Guide for a full walkthrough.
- Pro Tip: Use Google Tag Manager for multi-domain or advanced setups.
- Segment and Build Retargeting Audiences
- In Campaign Manager, go to "Audiences" > "Create Audience."
- Segment by page type (demo, pricing, download, high-intent blog posts).
- Advanced: Build audiences for each funnel stage (cold, warm, hot).
- Exclude converters and irrelevant roles.
- Create Sequential Retargeting Campaigns
- Build separate campaigns for each audience segment (e.g., "Visited pricing, no signup").
- Use different offers/creative for each stage (case study, demo, audit).
- Teardown Example: Sequential retargeting (cold > warm > hot) doubled pipeline for a SaaS client.
- Optimize and Refresh Creative
- Rotate creative every 2–3 weeks to avoid fatigue.
- Test new hooks, offers, and formats for each segment.
- Track, Measure, and Troubleshoot
- Use the Insight Tag, conversion actions, and LinkedIn reporting to monitor results.
- Framework: Review CPL, conversion rate, and pipeline by segment. Pause underperformers, scale winners.
- Troubleshooting: If retargeting isn't converting, audit audience setup, creative, and offer relevance.
Teardown: Real B2B Retargeting Funnel (Before/After)
// TODO: Insert a before/after table: Generic retargeting vs. segmented funnel, with results (CPL, conversion rate, pipeline)
- Before:
- Audience: All website visitors, one generic offer
- Creative: Same ad for everyone
- Result: £210 CPL, 1.2% conversion, low pipeline
- After:
- Audiences: Segmented by page (pricing, demo, blog)
- Offers: Case study (cold), demo (warm), audit (hot)
- Creative: Tailored to each segment
- Result: £95 CPL, 3.5% conversion, 2x pipeline in 30 days
Troubleshooting: If Retargeting Isn't Working
- No conversions: Audit audience segmentation, creative, and offer relevance.
- High CPL: Tighten segments, refresh creative, test new offers.
- Audience too small: Expand page types, increase site traffic, or lower lookback window.
- Still stuck? See Troubleshooting Playbook.
📈 FAQ
Q: Do I need the Insight Tag for retargeting?
A: Yes, the Insight Tag is required to build website retargeting audiences.
Q: What pages should I retarget?
A: Key pages like demo, pricing, download, or high-intent blog posts.
Q: How long should I run retargeting campaigns?
A: 2–4 weeks per creative is typical. Refresh offers and creative to avoid fatigue.
Q: Can I run multiple retargeting audiences?
A: Yes, segment by page type or funnel stage for best results.