Most B2B marketers know LinkedIn Ads for its strong prospecting capabilities. But one of its most powerful features – retargeting – is often overlooked.

Beyond website visitors, LinkedIn offers creative retargeting options to keep prospects moving through the funnel.

This article shows how to structure retargeting across every stage and what to offer audiences along the way.

Top of funnel: Awareness and trust-building

Even in the earliest stages, retargeting has a role. 

Prospects who have lightly engaged with your brand need reinforcement and education before they’ll move further down the funnel.

Types of retargeting to use at this stage:

  • Video view retargeting: Build audiences from users who watched 50% or more of a brand or thought leadership video.
  • Company page engagement: Retarget people who liked, commented, or shared your organic or sponsored posts.
  • Event RSVPs: Retarget people who registered for a LinkedIn event (even if they didn’t attend).
  • Website visits to educational content: Target users who visited blog articles, ungated resources, industry insights pages, or downloaded a gated resource (that one is a bit higher intent, but still fits in the awareness category). 
  • Predictive audiences: This serves almost as a lookalike audience feature. You can upload contact lists, company lists, and even use other criteria like existing retargeting lists, people who have submitted lead gen forms, or completed a conversion action. 

Campaign approach

Use carousel or static ads to:

  • Highlight your brand’s POV.
  • Share industry stats.
  • Promote thought leadership content that guides prospects through the journey.

This is especially effective if you have a clear stance on a hot industry topic and want to lead the conversation.

The goal isn’t immediate conversion but visibility and trust – staying in front of your audience with educational touches over a longer window (90+ days). 

This approach is ideal for warming up the pipeline in longer B2B sales cycles.

Dig deeper: LinkedIn Ads or Google Ads? A framework for smarter B2B decisions

Middle of funnel: Credibility and consideration

This is where retargeting starts to directly support pipeline.

Prospects have signaled deeper interest and are exploring how your solution might fit their needs.

Types of retargeting to use at this stage:

  • Product page visits: Build website audiences from solution, feature, or pricing page visitors.
  • Lead gen form opens (no submission): Target users who clicked on a form but didn’t finish.
  • Document ad interactions: Retarget users who downloaded or viewed a whitepaper, case study, or checklist inside LinkedIn.
  • Webinar or virtual event attendees: Create audiences from event engagement for ongoing nurture.
  • CRM lists of MQLs: Upload or sync leads who are in the pipeline, but haven’t engaged fully. 

Campaign approach

Lookback windows of 30 to 60…


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Last Update: October 1, 2025