In 2025, LinkedIn remains one of the most powerful platforms for B2B marketing. With over 1 billion users, small businesses have a golden opportunity to maximize their advertising ROI through strategic retargeting. But the real game-changer? Knowing how to retarget effectively on LinkedIn.
This article explores practical retargeting strategies tailored specifically for small businesses on LinkedIn, helping you make the most of your limited ad spend and turn cold leads into warm prospects.
Why LinkedIn Retargeting Strategies Matters
Retargeting allows businesses to re-engage users who have already interacted with their brand—be it a profile visit, website click, or content engagement. In 2025, with AI-enhanced targeting and improved data tracking, LinkedIn Ads offer more precision than ever before.
For small businesses, this means:
- Reduced customer acquisition costs
- Higher lead-to-conversion rates
- Improved brand visibility among decision-makers
Top Retargeting Strategies on LinkedIn for Small Businesses
Website Retargeting with LinkedIn Insight Tag
One of the foundational tools in LinkedIn retargeting is the Insight Tag. This small piece of code, installed on your website, lets you track visitors and segment them based on their behavior.
Strategy Tips:
- Create custom audiences based on specific web pages (e.g., pricing, blog, services).
- Serve tailored ads to visitors who didn’t convert (e.g., offer a discount or free demo).
- Track form submissions and re-engage partial submissions with personalized content.
Video Engagement Retargeting
Video content is exploding in 2025. LinkedIn allows you to build retargeting audiences based on how much of your video users have watched.
Strategy Tips:
- Target viewers who watched 75% or more with bottom-of-funnel ads.
- Use short-form video to create awareness, then retarget with case studies or testimonials.
- Analyze which videos drive the most engagement and double down on similar formats.
Lead Gen Form Retargeting
If you’re using LinkedIn’s native Lead Gen Forms, you can retarget users who opened the form but didn’t submit it.
Strategy Tips:
- Create a nurturing campaign with testimonials or value-driven blog posts.
- Use urgency-based CTAs like “Only a Few Spots Left!” or “Last Chance to Claim This Offer”.
- A/B test different versions of follow-up ads to identify what drives conversions.
Engagement Retargeting (Posts, Events, Ads)
You can now retarget users based on engagement with your LinkedIn posts, events, or even carousel ads.
Strategy Tips:
- Promote exclusive gated content (eBook, white paper) to those who interacted with your posts.
- Retarget event sign-ups who didn’t attend with a “Watch the Replay” offer.
- Re-engage people who clicked your carousel but didn’t take further action.
Account-Based Retargeting for Small Business Niches
LinkedIn is ideal for account-based marketing (ABM). You can upload a list of companies or target specific job titles within them.
Strategy Tips:
- Retarget C-level or decision-makers who interacted with your page or ads.
- Create tiered ad sequences based on job seniority or department (e.g., marketing vs. sales).
- Offer exclusive B2B deals or consultations to key decision-makers.
Bonus Tip: Combine LinkedIn Retargeting with Email & CRM Data
Many small businesses now integrate LinkedIn with CRMs like HubSpot or email platforms. This allows for cross-channel retargeting, where you can reinforce your messaging via both LinkedIn and email.
Strategy Tips:
- Sync your email lists with LinkedIn Matched Audiences.
- Run coordinated campaigns: one email and one ad per week, both promoting the same offer.
- Segment based on lifecycle stages: leads, MQLs, SQLs, and re-engage accordingly.
Best Practices for LinkedIn Retargeting
- Use storytelling ads: Focus on challenges and transformations to emotionally engage your audience.
- Keep ads mobile-friendly: A significant chunk of LinkedIn traffic is mobile in 2025.
- Monitor frequency: Avoid ad fatigue by capping how often someone sees your ad.
- Test and optimize: Run A/B tests on creatives, headlines, and CTAs to improve ROI.
Final Thoughts
In 2025, retargeting on LinkedIn isn’t just a “nice to have”—it’s a strategic necessity for small businesses aiming to stay competitive in the B2B space. By leveraging Insight Tags, video engagement, lead gen forms, and account-based strategies, you can maximize every dollar of your ad budget and convert lost opportunities into paying clients.
