Someone searching for a solution may visit your website without taking the next step. LinkedIn can provide another opportunity to reach relevant professionals after that first visit, with content that builds on what they were researching.
The source video describes pairing Google Ads with LinkedIn retargeting. The strategic idea is to combine the context of the original visit with professional audience criteria, then continue the conversation rather than restart it.
1. Make the original traffic identifiable
Use consistent campaign tagging on your paid-search links and make sure the landing page fits the query and offer. This gives your team a clearer way to distinguish the traffic you intend to follow up with.
Before constructing an audience, verify how your actual tracking setup records visits and which audience rules it supports. A naming convention is useful only when the required information reaches the systems using it.
The conversion tracking checklist provides a broader framework for checking those connections.
The UTM tracking guide explains how to document naming and test campaign information through the reporting journey.
2. Build an audience that matches the intended journey
The video focuses on website visitors from relevant search activity. Avoid treating every visitor as equally valuable: a product page visit, a support visit, and a career-page visit can represent very different intentions.
Use the audience options available to the account and confirm that the resulting audience is eligible to serve. Small or narrowly defined audiences may need time to develop enough usable reach.
3. Refine for professional fit
Where supported, professional criteria and exclusions can help keep the follow-up relevant. Think about role, company size, and the audience your sales team can actually serve.
Do not add filters simply because they exist. Each restriction should reflect a real fit requirement, and the final audience still needs to be practical for the campaign.
4. Give returning prospects something useful
A second impression should help the buyer progress. Use a relevant explanation, a product use case, or proof that addresses the question behind their original search.
Our B2B tech marketing funnel guide explains how education and proof support buyers who are interested but not yet ready for a meeting.
Your next step: test one connected journey
Choose one search campaign, one relevant landing page, and one follow-up message. Check audience delivery and measure the resulting sales progression, not only clicks on the second platform.
Watch the source video: Do This To Maximize Your LinkedIn Ads ROI for B2B.
Frequently asked questions
Does this approach guarantee that the same visitor sees a LinkedIn ad?
No. Delivery depends on tracking, audience matching, eligibility, and the campaign setup. Treat it as an audience strategy and verify actual delivery rather than assuming every visit becomes a reachable person.
Can the idea apply to traffic from other channels?
Yes, the source video also discusses other paid and partner activity. The same principle applies: identify a relevant audience, confirm the available tracking and targeting, and provide useful follow-up.
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