oNot every potential customer converts the first time they see your ad. Many will visit your website, check out your offer, and then leave without taking action. That doesn’t mean they aren’t interested—it just means they need a nudge in the right direction. This is where LinkedIn retargeting ads come in. By strategically re-engaging users who have already interacted with your brand, you can turn lost opportunities into conversions.
Why Retargeting Ads Work on LinkedIn
Retargeting ads work because they focus on an audience that’s already familiar with your business. These are people who have previously visited your website, engaged with your LinkedIn content, or interacted with your ads. Instead of targeting cold audiences, you’re reaching warm leads who are more likely to take action.
For companies following best practices for LinkedIn ads, retargeting helps improve conversion rates while lowering acquisition costs. Instead of spending money on completely new audiences, businesses can maximize their ROI by nurturing users who have already shown interest.
How LinkedIn Retargeting Works
LinkedIn offers several retargeting options, allowing businesses to re-engage users based on different types of interactions:
1. Website Retargeting
Tracks visitors who have been to your website but didn’t convert. You can show them tailored ads based on the pages they visited (e.g., pricing page visitors might see a limited-time offer).
2. Video Ad Retargeting
Targets users who watched a portion of your LinkedIn video ads. This is great for keeping engaged users in your sales funnel with follow-up content.
3. Lead Gen Form Retargeting
Allows you to retarget users who opened but didn’t submit a LinkedIn Lead Gen Form. A gentle reminder or additional incentive can help convert these prospects.
4. Event Retargeting
Engages users who signed up for a LinkedIn event but didn’t attend or those who interacted with your event promotions.
Using these options strategically ensures you’re reaching the right people at the right time with the right message.
Best Strategies for LinkedIn Retargeting Ads
Once you’ve set up retargeting, the next step is crafting ads that drive engagement and conversions.
1. Segment Your Audience Based on Intent
Not all visitors are the same. Someone who visited your homepage once is different from someone who spent five minutes on your pricing page. The more you segment, the better your ad relevance.
- High-intent users: Show them testimonials, case studies, or a direct call-to-action like “Book a Demo.”
- Low-intent users: Re-engage them with educational content, such as blog posts or whitepapers.
2. Personalize Your Messaging
Generic retargeting ads won’t get attention. Make your ads feel personal by:
- Mentioning the action they took (e.g., “Still considering [Product Name]? Here’s what you need to know.”)
- Using dynamic content that aligns with their previous interaction (e.g., “Enjoyed our guide on LinkedIn ads? Here’s a free webinar to take it further.”)
3. Use a Multi-Touch Approach
Instead of showing the same ad repeatedly, mix it up with different types of content:
- First touch: A soft reminder (e.g., “We noticed you checked out our services—have any questions?”)
- Second touch: A credibility booster (e.g., testimonials, case studies).
- Third touch: A compelling CTA (e.g., “Limited spots available—book your free consultation now.”)
This keeps prospects engaged without feeling like they’re being bombarded with the same message.
4. Optimize Your Ad Format
Different ad formats work better at different stages of the retargeting funnel:
- Single Image Ads: Good for quick reminders or special offers.
- Carousel Ads: Useful for showcasing multiple features or customer success stories.
- Video Ads: Great for re-engaging users with more in-depth storytelling.
5. Create a Sense of Urgency
Sometimes, prospects just need an extra push to take action. Adding urgency to your retargeting ads can help:
- “Limited-time offer—get 20% off if you sign up this week.”
- “Only 10 spots left for our free demo sessions—book now!”
Urgency encourages users to act sooner rather than later.
Measuring and Optimizing Retargeting Campaigns
Like any ad campaign, retargeting needs continuous optimization to ensure success.
1. Monitor CTR and Engagement Rates
If your click-through rate (CTR) is low, your messaging might not be relevant enough. Try testing different ad creatives and headlines.
2. Track Conversion Rates
Clicks are great, but conversions are what matter. If users are clicking but not converting, review your landing page experience—make sure it aligns with your ad messaging and has a clear CTA.
3. Adjust Frequency to Avoid Ad Fatigue
Showing the same ad too often can annoy prospects and reduce effectiveness. Keep an eye on ad frequency and rotate new creatives if engagement starts dropping.
Final Thoughts on LinkedIn Retargeting
Retargeting on LinkedIn is one of the most effective ways to re-engage prospects who didn’t convert the first time. By following best practices for LinkedIn ads, businesses can maximize engagement, nurture leads, and ultimately drive more conversions—without spending extra to reach new audiences.
With the right strategy, LinkedIn retargeting turns missed opportunities into successful sales. Instead of letting potential customers slip away, give them the reminder they need to take action.
