Remarketing
Remarketing shows ads to people who already visited your site. For a purchase that takes months and involves several people, it is usually the highest-return paid activity available, and it is the one most often configured once and never looked at again.
Remarketing suits industrial B2B unusually well
The evaluation is long and involves people who never filled in anything. Someone researches in March, builds an internal case through April, and requests quotes in June. Nothing in your analytics connects those visits, and without remarketing the only thing keeping you present is whether they remember your name.
The audience is also self-selected. These are people who already found you and looked, which makes them the most qualified group you can buy, and usually the cheapest to reach.
What to segment
Behaviour, not just the fact of a visit. A single audience of everyone who touched the site treats a bounced homepage visitor identically to someone who read three product pages.
| Segment | Signal | What to show |
|---|---|---|
| Product or service page viewers | Interest in a specific offering | That offering, in more detail |
| Deep readers | Multiple pages or long time on site | The next step: specification, comparison, a conversation |
| Pricing or contact page viewers | Close to acting | A direct prompt, and the reason to choose you |
| Form abandoners | Started and stopped | Whatever removes the obstacle: reassurance, a smaller ask |
| Converters | Already enquired | Nothing. Exclude them |
What goes wrong most often
- Converters are not excluded, so people who already contacted you keep seeing acquisition ads. It wastes budget and looks careless.
- No frequency cap, so a small audience sees the same creative dozens of times a week until the brand is actively irritating.
- Windows that ignore the sales cycle. A 30 day window on a six month purchase stops precisely when the buyer re-engages.
- One creative forever. The audience is small and sees it repeatedly, so fatigue arrives far faster than on cold campaigns.
- Set up once. Audiences drift, pages change, and a configuration from two years ago is usually segmenting against URLs that no longer exist.
How long should the window be?
Matched to how long your buyers actually take, which is a question your sales team can answer better than any platform default. For a considered industrial purchase that is often 90 to 180 days rather than the 30 days most accounts inherit.
Longer windows do mean a larger, less intent-rich audience, which is why segmenting by behaviour matters. Recent, deep engagement gets the budget; older, shallow engagement gets cheap presence.
Privacy and tracking limits
Audiences are smaller than they used to be. Browser restrictions, consent choices and device settings all remove people from remarketing pools, and that is a permanent condition rather than a temporary problem.
The practical response is to accept smaller, better audiences and to lean on first-party signals where possible. Anyone promising remarketing reach that ignores this is describing a market that no longer exists.
Where it runs
Wherever the audience is: Google for search and display inventory, Meta for feed placements, LinkedIn where the professional context justifies the cost. It sits inside paid media management rather than being bought separately.
Frequently asked questions
Is remarketing annoying?
Badly configured, yes, and everyone has experienced it. Frequency caps, converter exclusions and creative rotation are what separate useful presence from following someone around. Those three settings are the difference, and all three are commonly left at defaults.
How much traffic do we need for it to work?
Less than most paid activity, since the audience is already qualified. Platforms impose minimum audience sizes, so a very low traffic site may not populate a segmented structure. In that case a single well-capped audience is the sensible version.
Can we remarket to specific companies?
Partly. LinkedIn supports account-based targeting, and site visitors from a known company can sometimes be identified through additional tooling with real accuracy limits. It works better as a directional signal for sales than as a precise targeting mechanism.
See where you stand
We will review your current search visibility and show you what buyers find when they look for what you do.
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