Not every buyer converts the first time they visit your website. In B2B, that’s rarely the expectation.
Longer sales cycles, multiple decision-makers and complex products to consider, mean prospects need time – and reminders – to move from interest to action.
That’s where B2B retargeting comes in.
As part of a broader paid media strategy, retargeting helps you stay visible to high-intent buyers even after they’ve left your site — nurturing engagement until they’re ready to take the next step.
Why retargeting matters in B2B
Retargeted site visitors are 70% more likely to convert compared to those who aren’t retargeted.
B2B buying journeys are rarely swift or linear. Often spanning weeks or months, these cycles involve multiple stakeholders, from procurement and IT to end-users and finance. Staying top-of-mind throughout this process is essential and B2B retargeting ensures you do just that. By re-establishing contact across touchpoints, you reinforce trust, nudge interest and cultivate consensus.
Long decision-making process
B2B purchases typically involve comprehensive evaluation periods. Retargeting ensures your brand remains visible, even when prospects take a step back to compare alternatives or consult colleagues.
Multi-stakeholder influence
Complex deals require buy-in from multiple roles. Retargeting enables you to serve tailored messaging, be it cost-effectiveness for finance or technical details for IT, ensuring your solution resonates across the decision-making unit.
Types of B2B retargeting
There’s no one-size-fits-all approach to B2B retargeting.
Website visits
Use pixel-based retargeting to reconnect with visitors who viewed high-intent assets, like product pages or whitepapers, but left without converting.
Account-based retargeting
Target entire companies by uploading target-account lists and matching firmographics—perfect for high-value, enterprise-level deals.
CRM list targeting
Use email-matched campaigns to re-engage existing leads, these personalised reminders help revive dormant interest and drive momentum.
How automation and AI have impacted retargeting campaigns
Retargeting used to rely on manual segments and fixed rules. Today, AI-driven tools automate and optimise every stage—ensuring smarter reach, better creative and tighter control.
- Automated audience segmentation: AI groups users by behaviour and intent without manual tagging.
- Predictive retargeting: Machine learning identifies the leads most likely to convert and prioritises spend accordingly.
- Creative optimisation: Platforms like Google Ads and Meta now auto-build creative combinations tested for performance.
- Smart bidding strategies: AI adjusts bids in real time, directing budget to the most valuable retargeting opportunities.
Layering automated retargeting into a paid strategy is a common step in scaling B2B PPC effectively.
Best practices for retargeting campaigns
Retargeting only delivers when executed thoughtfully. Keep these principles front and centre:
- Segmentation
Group audiences based on content viewed, funnel stage or engagement level with personalised messaging. - Frequency caps
Harassing prospects with too many ads can erode trust. Define caps that balance visibility and user experience. - Messaging by buyer stage
Tailor creative—e.g. awareness-stage ads should introduce value, while consideration-stage ads can highlight use cases or ROI.
We recommend using these retargeting tactics alongside your display ads targeting.
B2B ad examples and tools
Understanding how others do it, and what to measure, is vital to refining your approach.
Platforms to use
Retarget across Google Ads, LinkedIn, Meta . Look for B2B-specific features such as job title or company-size targeting and use and tools like RollWorks
Metrics to track
Key indicators include:
- View through conversions (tracks influence even if users don’t click)
- Clickthrough rate (retargeting often produces 10× higher CTR than standard display)
- Conversion rate (often 147 per cent higher in B2B vs B2C)
- Assisted revenue (reflects the value even when not the last click)
Identifying the right PPC company to partner with can make all the difference when refining your retargeting strategy, especially in the context of B2B.
In summary
B2B retargeting bridges the gap between first touch and final conversion, especially in long, multi-stakeholder B2B deals. By staying visible throughout the evaluation journey, personalising messaging and using AI, you dramatically increase the chance of success.
To review your retargeting approach, ask yourself: are your segments finely tuned? Is your ad frequency respectful? Are your messages tailored to each decision-maker? A smart audit today can deliver measurable pipeline lift tomorrow.
Ready to refine your retargeting? Get in touch to explore segmentation and creative and performance optimisation. We’ll help you turn interest into opportunity.
