Retargeting

Retargeting is an advertising tactic that serves ads to people who have already interacted with your brand — visited your website, viewed a pricing page, started a trial, or engaged with your content — but did not convert. By showing relevant ads to people who already know you exist, retargeting produces significantly higher conversion rates than cold advertising.

The logic is simple: most B2B buyers do not convert on their first visit. Industry data suggests that 95-98% of website visitors leave without taking action. Retargeting keeps your brand in front of those visitors as they browse other sites, read industry publications, or scroll through social media, bringing them back when they are ready to take the next step.

Effective retargeting goes beyond showing the same generic ad to everyone who visited your site. Segment your retargeting audiences by behavior. Someone who read a blog post should see different messaging than someone who visited your pricing page. The pricing page visitor is further along in their decision process and should see an ad pushing them toward a demo or trial.

Common retargeting channels include Google Display Network, LinkedIn, Facebook, and programmatic ad platforms. LinkedIn retargeting tends to be more expensive but more effective for B2B because the targeting precision is higher.

Watch your frequency caps carefully. Showing the same ad to someone 50 times does not make them more likely to buy — it annoys them. Set reasonable limits and rotate your creative. Combining retargeting with ABM strategies creates a focused experience where target accounts see consistent, relevant messaging across every touchpoint.