LinkedIn Retargeting Strategies: The Full Funnel

Cold Traffic conversion rates are 1% - 2%. That means 98% of your budget is wasted if you don't have a plan for them. On LinkedIn, Retargeting is your "Safety Net." But don't just "show ads to site visitors." Segment them.

Layer 1: The "Top of Funnel" Saver (90 Days)

Audience:

• Visited Website (Any Page).
• Engaged with Single Image Ad (Click).
• Watched 25% of Video Ad.
• Opened Lead Gen Form (but didn't submit).

Strategy: "They showed interest, but life got in the way." Creative: Soft content. "Read our Founder's Story" or "See how we helped [Client]." Goal: Keep the brand top of mind.

Layer 2: The "High Intent" Closer (30 Days)

Audience:

• Visited /pricing.
• Visited /demo.
• Visited 2+ Case Study pages.
• Company Page Visitors (High Intent!).

Strategy: "They are researching. Show them why we win." Creative: Comparison Tables ("Us vs Competitor"). ROI Calculators. Format: Single Image or Conversation Ad. Goal: Book the Meeting.

Layer 3: The "Deal Accelerator" (Active Pipeline)

Audience:

• List Upload: "Open Deals" from CRM.

Strategy: "The Sales Rep is talking to them. Don't pitch. Validate." Creative: Third-party reviews (G2 Crowd badges). "Voted #1 by users." Goal: Reduce Sales Cycle length.

The 90 / 30 / 7 Rule

• 90 Days: For broad awareness (keep the pool large).
• 30 Days: For product Interest (keep the urgency high).
• 7 Days: For Checkout Abandonment (keep the pressure on). Most B2B deals take 90+ days. If your window is only 30 days, you lose them.

Summary

Build these 3 audiences today. Even if you don't run ads to them yet. Let them populate. When you are ready to spend, you will have a pool of 5,000 warm prospects waiting for you.