Intro: Why Most Retargeting Feels Like Spam (And How to Fix It)

You’ve probably seen it: your prospects get hit with dozens of retargeting ads that all say basically the same thing. It feels pushy, repetitive, and frankly, annoying. And the truth? Most retargeting campaigns miss the mark on nurturing and building real interest.

In 2025, effective LinkedIn retargeting isn’t about bombarding your audience. It’s about thoughtful, multi-touch journeys that warm cold and lukewarm accounts step-by-step — building trust and moving them closer to a sale.

Let’s explore how to use LinkedIn’s powerful retargeting features to nurture your prospects without overwhelming them.

What Is Retargeting and Why Does It Matter in B2B?

Retargeting is showing ads to people who’ve already interacted with your brand — whether they visited your website, engaged with your LinkedIn content, or opened but didn’t complete a form.

According to Wikipedia, retargeting (or remarketing) is a form of online advertising that helps marketers reach users who have previously interacted with their website or brand.

In B2B, buyers rarely convert on the first touch. The average B2B buyer interacts with 6-10 touchpoints before making a decision (LinkedIn B2B Institute). Gartner also reports that B2B buying cycles are complex and require multiple engagements across channels to build confidence.

Retargeting helps you stay visible and relevant during this journey.

3 Common Retargeting Mistakes to Avoid

  1. Repeating the Same Message Over and Over
    Don’t just show the same “Book a Demo” ad repeatedly. It feels spammy and gets ignored.
  2. Ignoring Funnel Stages
    Treating all retargeting audiences the same means missing opportunities to nurture prospects properly.
  3. Not Segmenting Audiences by Engagement Level
    Someone who watched 90% of your video is a hotter lead than someone who just visited your homepage once.

Best Practices for Retargeting That Actually Works on LinkedIn

1. Segment Your Retargeting Audiences Precisely

LinkedIn lets you create Matched Audiences based on:

  • Website visitors (by URL or time spent)
  • Video viewers (different % watched)
  • Lead Gen Form openers or submitters
  • Company lists or Sales Navigator accounts

Segment by these actions — then tailor ads accordingly.

2. Use Multi-Touch Campaigns Aligned to Funnel Stages

Build campaigns that nurture step by step:

  • Awareness (Cold Retargeting):
    Show thought leadership content or customer success stories to people who visited your site or watched a teaser video.
  • Consideration (Warm Retargeting):
    Share webinars, in-depth guides, or product demos with those who engaged more deeply or downloaded content.
  • Decision (Hot Retargeting):
    Target demo requests, free trials, or consultation offers to people who filled out forms or spent time on pricing/product pages.

3. Rotate Creatives and Messages Frequently

Mix up formats and messaging to keep interest high:

  • Use carousel ads, native videos, or LinkedIn documents.
  • Change headlines and CTAs every 2 weeks to avoid ad fatigue.

4. Time Your Retargeting Windows Thoughtfully

  • Short windows (7-14 days) for highly engaged audiences (video viewers, form openers) to strike while interest is hot.
  • Longer windows (30-90 days) for less engaged website visitors to build brand familiarity.

5. Layer LinkedIn Retargeting With Sales Outreach

Retarget ad engagers with personalized email or LinkedIn outreach from your sales reps — but only after they’ve had multiple ad touches. This creates a seamless, respectful nurturing experience.

Example: How a SaaS Company Boosted Conversions Using Smart Retargeting

A SaaS company segmented its retargeting into three groups:

  • Visitors who viewed the pricing page but didn’t sign up got ads offering a “free product tour.”
  • Video viewers of their explainer video were shown customer success stories next.
  • Leads who opened the demo request form but didn’t submit got a follow-up invite to a live Q&A webinar.

Results? They increased demo sign-ups by 38% and shortened sales cycles by 15%.

Final Thoughts: Retargeting Is Not Just Remarketing — It’s Relationship Building

Retargeting on LinkedIn is a powerful way to nurture your accounts — but only if done thoughtfully. The goal isn’t to push prospects, but to provide value, build trust, and guide them naturally toward a decision.

Remember, in B2B, patience and relevance win.

Start by segmenting your audiences, tailoring your messages, and coordinating with sales for multi-channel touchpoints.

Your prospects will thank you — and your pipeline will grow.

References

  1. LinkedIn B2B Institute – https://b2binstitute.org/
  2. LinkedIn Marketing Solutions – https://business.linkedin.com/marketing-solutions
  3. Gartner, “How to Navigate the B2B Buying Journey” –https://www.gartner.com/en/marketing/insights/articles/how-to-navigate-the-b2b-buying-journey
  4. Forbes, “Why B2B Marketers Should Care About Retargeting” –https://www.forbes.com/sites/forbesagencycouncil/2023/05/23/why-b2b-marketers-should-care-about-retargeting/
  5. Wikipedia, “Retargeting” – https://en.wikipedia.org/wiki/Retargeting_(online_advertising)