Glossary

How To Use LinkedIn Retargeting To Boost Engagement And Conversions

LinkedIn retargeting lets you reconnect with professionals who’ve already engaged with your brand, turning awareness into action by serving tailored ads that increase engagement and drive conversions. By leveraging profile-based targeting, website and event retargeting, and customized ad creatives, you can sharpen your campaign relevance, shorten conversion paths, and maximize return on ad spend—making every impression work harder for measurable results.

LinkedIn Retargeting

LinkedIn retargeting is a paid advertising strategy that serves tailored ads on LinkedIn to users who have previously engaged with your brand (visited your website, opened emails, viewed LinkedIn content, or interacted with your LinkedIn Page or ads), using matched audiences and tracking pixels to increase conversion, nurture leads, and reinforce brand recall.

What is LinkedIn Retargeting?

Overview

LinkedIn retargeting is a form of paid digital advertising that targets LinkedIn members who have already interacted with your brand—such as visiting your website, viewing content, opening emails, engaging with your LinkedIn Page or ads, or attending events. It uses LinkedIn’s Matched Audiences and the LinkedIn Insight Tag (or event and engagement data) to create audience segments and serve tailored ads to those professionals as they browse LinkedIn.

How it works

Place the Insight Tag on your site or upload lists and engagement data to Matched Audiences.

Define audience windows and rules (site visitors, content viewers, lead form openers, event attendees, account-based lists).

Create custom ad creatives and messaging for each segment.

Bid and optimize campaigns to re-engage users and move them down the funnel.

Key uses and benefits

Re-engage warm prospects and shorten conversion paths.

Nurture leads with targeted messaging.

Support account-based marketing by isolating high-value accounts.

Improve ad relevance and click-through rates.

Boost return on ad spend by focusing impressions on users already familiar with your brand.

Common retargeting segments

Recent site visitors.

Product page viewers.

Cart abandoners (B2B trial or signup flows).

Content engagers (whitepaper or video viewers).

Custom account lists.

How Does LinkedIn Retargeting Work?

LinkedIn retargeting identifies and re-engages people who have already interacted with your brand, then serves them tailored ads to move them further down the funnel.

Key components and workflow

Tracking and data collection

LinkedIn Insight Tag: A JavaScript pixel installed on your site that records page visits, events, and conversions tied to LinkedIn profiles.

LinkedIn engagement signals: Captures interactions with your Page, Sponsored Content, Lead Gen Forms, videos, and job posts.

Contact and account lists: Upload email lists or target specific accounts/companies for matched-audience retargeting.

Audience creation and segmentation

Build Matched Audiences from website visitors, specific pages, event attendees, form completions, and ad engagers.

Segment by behavior, recency, and intent: pages visited, time on site, content consumed; lookback window; cart abandoners and demo requests.

Use exclusions to avoid overserving converters or conflicting campaign targets.

Campaign setup and creative

Select the retargeting audience as the campaign target.

Choose ad format: Sponsored Content, Message Ads, Dynamic Ads, Carousel Ads, or Video Ads, and craft messaging by funnel stage.

Control delivery and cost: apply frequency caps, choose a bidding strategy (CPC, CPM, or automated), and set budget.

Measurement and conversion tracking

Configure conversion actions in Campaign Manager and map them to Insight Tag events.

Monitor metrics: reach, impressions, CTR, conversion rate, CPL, ROAS, and CPM by audience segment.

Run A/B tests for creative, offers, CTAs, and lookback windows.

Optimization loop

Refresh creative and offers for fatigued audiences; tighten or expand lookback windows based on performance.

Layer profile-based filters (job title, company size, industry) to increase relevance and efficiency.

Retarget sequentially: move users from awareness ads to consideration offers (case studies and webinars) to bottom-funnel conversion ads.

Result: LinkedIn ties behavior and engagement signals to professional profiles, enabling precise audience creation, tailored ad delivery, and measurable conversion lift across the buyer journey.