Tips to Create a Winning LinkedIn Retargeting Strategy

If you run a business, you know how frustrating it is when someone visits your website, looks around, and leaves without taking action. What if you could remind them about your business later? That’s what LinkedIn retargeting does—it helps you show ads to people who have already visited your site, keeping your business in front of them. Since LinkedIn is full of professionals and decision-makers, it’s a great place to reach potential clients. Instead of wasting money on ads for people who aren’t interested, you can focus on those who already showed some interest. This way, you stay on their radar and increase your chances of turning them into customers.

LinkedIn retargeting strategy is a simple process that empowers you to bring back visitors to your website with ease.
Here’s how it works:

• A User Sees Your LinkedIn Ad: Someone scrolling on LinkedIn comes across your ad.
• They Click on It: The user finds your ad interesting and clicks on it.
• They Visit Your Website: After clicking, they land on your website.
• They Take Action: The website visitor may complete a lead gen form, download something, or check out your services.
• They Become a Lead: Their details get saved in your system.
• Tracking Begins: A small piece of data (a cookie) remembers their visit and sends the info to LinkedIn via the LinkedIn insight tag.
• LinkedIn Retargeting Ads Appear: LinkedIn shows them your retargeting ad again to remind them about you.
• They Might Become a Customer: If everything goes well, they take action and buy from you.

Want to get better results from your LinkedIn retargeting campaigns? Follow these key tips to retarget the right people and lower your ad costs:

Reach More People with Different Audiences

Don’t just target website visitors—many potential customers may not have visited your site but still know about your brand. Use LinkedIn’s audience tools to target people based on their interactions, such as engaging with your company page, attending a LinkedIn event, or watching a LinkedIn video ad.

Bigger Audiences Can Lower Costs

By expanding your retargeting audience slightly, while still keeping it relevant, you can save money and improve ad performance. The more people you include in your audience, the less you pay per click, making your ad spend more efficient.

Exclude People Who Have Already Taken Action

To ensure you’re not wasting money on users who have already signed up or converted, use LinkedIn’s exclusion tools in LinkedIn campaign manager to remove people who have submitted a lead form or taken similar actions.

Use Different Ad Formats

Since people engage with content differently, try a mix of ad formats, including dynamic ads. Dynamic ads allow personalized content based on the user’s profile details, improving engagement and conversions.

Test Different CTAs

If an ad didn’t work the first time, changing the wording might help. Instead of asking for a demo or purchase immediately, try middle-funnel actions like downloading a guide or signing up for a webinar.

Control How Your Ads Rotate

LinkedIn lets you choose whether to rotate ads evenly or let the platform decide which to show more. Testing both options can help you find what works best for your retargeting strategy.

Use Five or More Ads

At least five ads for sponsored content ensures better reach. This way, your target audience sees more variations, making it less likely they’ll ignore your ads.

Keep an Eye on Reach and Frequency

Regularly checking your reach and frequency numbers is crucial to avoid ad fatigue and ensure your ads are always fresh and engaging. This proactive approach keeps you in control of your ad performance.

Use Manual Bidding to save Money

Instead of letting LinkedIn decide your bids, start with a low manual bid and increase it gradually if needed. This can help you get more clicks for less money.

When planning how to reach people again on LinkedIn, there are several strategies you can use. Here’s how you can make the most of LinkedIn’s features to stay connected with potential customers:

Use LinkedIn Lead Forms to Capture Details

You can easily collect contact details from people using LinkedIn lead gen forms. These forms automatically populate with a user’s LinkedIn information, making it simple for them to share their details. You can integrate these forms with various CRM and marketing tools to manage your leads effectively. Additionally, you can use them in ‘Sponsored InMail’ and ‘Sponsored Content’ ads to re-engage past visitors.

Send Personalized Sponsored InMail

Sponsored InMails lets you send direct messages to potential customers. Unlike regular messages, these are paid promotions. If used too often, they may seem spam, but when done right, they can bring great results. Personalization is key—because these messages come from a real person’s profile instead of a company page, they feel more like genuine communication. A well-written, personal message can make your ad stand out and increase responses.

Target People Using Their Email Contacts

You can create a remarketing list of people to target by uploading their email addresses. LinkedIn allows you to use this list to show your ads only to those specific people. This is a smart way to focus on people already familiar with your brand. If you have an extensive list of contacts, this can be a very effective way to boost your retargeting campaign.

Keep Your Brand in Front of Interested People

People who have already visited your website or interacted with your content may still need some encouragement before they make a decision. Mid-funnel retargeting campaigns help by showing them helpful content that reinforces your brand’s value. You can share testimonials, blog posts, videos, whitepapers, or other engaging materials.

Nurture Your Leads Using Sponsored Content

Using Sponsored Content ads is the best way to do this since they blend naturally into the LinkedIn feed. Based on how people respond, you can organize them into different groups—some may be ready to buy, while others might need more time. Sharing the right content at the right time is essential, as someone who watched a product demo may require different information than someone who just started learning about your business.

Lost a Lead on LinkedIn? Machintel Brings Them Back

Machintel helps you retarget LinkedIn visitors who have shown interest in your brand but haven’t converted yet. By using advanced data analytics and market intelligence, we identify and re-engage these high-intent prospects with tailored content and messaging that resonates.
Our strategic approach ensures that your ads reach the right audience at the right time, increasing engagement and driving meaningful conversions. Whether nurturing warm leads, optimizing ad spend, or improving campaign performance, we make remarketing on LinkedIn more effective and efficient for B2B LinkedIn marketing.
Contact Machintel today to see how we can help you turn LinkedIn interest into real business growth.

How long does it take to see results from LinkedIn remarketing?

Results vary depending on audience size, ad spend, and targeting strategy, but most businesses start seeing engagement within a few weeks.

How does LinkedIn remarketing compare to other platforms like Facebook and Google?

LinkedIn tends to have higher costs per click but offers better targeting for B2B audiences, while Facebook and Google have larger audiences and lower costs.

Can LinkedIn retargeting work for small businesses with limited traffic?

Yes, but small businesses should consider expanding their audience by including LinkedIn engagement-based targeting, not just website visitors.

How do you measure the success of a LinkedIn remarketing campaign?

Track key metrics like click-through rates (CTR), cost per lead (CPL), conversion rates, and return on ad spend (ROAS).

What industries benefit the most from LinkedIn retargeting?

Due to LinkedIn’s professional audience, B2B industries, SaaS companies, professional services, and high-ticket businesses tend to see the best results.

Are there any LinkedIn ad policies I should be aware of?

LinkedIn has strict ad guidelines, including rules on sensitive content, misleading claims, and audience targeting. Always review LinkedIn’s ad policies before launching a campaign.