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Getting visitors to your website or leads to interact with your ads is only half the battle. The real challenge? Converting those already-warmed-up leads into customers, after that first paid touchpoint.
That’s where post-ads retargeting comes in. It is a powerful strategy for re-engaging leads exposed to your ads across multiple (owned) channels. Let’s explore how to master this approach.
Many marketers confuse retargeting with basic remarketing or with setting up retargeting ads only. Here, we’re focusing on what happens after your lead has already interacted with an ad—how to convert them after this first paid interaction, using a mix of channels.
Traditional acquisition casts a wide net, hoping to attract new prospects.
Retargeting post-ads, on the other hand, is about working leads who have already engaged with your ads—those who clicked, visited your landing page, or watched a video.
The goal: move them down the funnel with the proper follow-up actions.
This approach can deliver 3-5x higher conversion rates than traditional acquisition, precisely because you focus on warm leads.
Before re-engaging your leads, you need to know exactly who to focus on. The art lies in distinguishing the truly valuable prospects from the rest.
There are two main approaches:
Helpful in capturing all website traffic from ad campaigns, but imprecise in B2B.
This is key for B2B. Analyze ad engagement data (clicks, form fills, page visits), enrich lead information, create custom audiences, and apply precise targeting criteria.
Using automation tools to keep these audiences dynamic is a plus.
Once you’ve identified your leads, the next step is to choose the most effective ways to reach them. The real magic happens when you combine paid and owned media in your retargeting mix. After an ad interaction, prioritize:
With LGM, personalized voice messages are not delivered as ads, but as part of owned, direct nurture sequences. For example, sending a LinkedIn voice message after an ad engagement helps you stand out during the follow-up phase.
The right tools and a straightforward workflow are your best allies to keep track of engaged leads and never let a hot opportunity go cold.
Now that you know who to target and where to reach them after your ads, let’s break down how to set up your retargeting sequence.
Not all tools are created equal when it comes to post-ads retargeting. To maximize impact, choose solutions that let you:
Compare options (LGM, Zapier, CRM connectors) and read user feedback.
Personalization is no longer a “nice to have”—it’s expected. But in post-ads retargeting, context is everything: your follow-up must feel like a natural continuation of the conversation started by your ad.
Start with enriched, accurate data:
Then personalize across:
Currently, people don’t receive a lot of voice messages on LinkedIn, so this is a very good way for you to stand out.
Matteo Fois – Founder @ TAM Acceleration
Scaling a personalized approach requires smart automation. With the right setup, you can keep every lead moving forward—without losing the human touch.
Five pillars for effective post-ads retargeting automation:
The key to effective nurturing is delivering the right content at the right time through the right channel. Automation helps you scale this process without losing personalization.
Antoine Magliulo – Co-Founder @ Makerz.ai
Bringing your workflow to life means connecting the right tools and ensuring your system is ready to deliver at every step.
Start by making sure your stack is ready:
Start with a clear objective:
Are you re-engaging cold leads from an ad campaign, nurturing prospects stuck mid-funnel, or converting warm leads who saw a key offer?
Define this before launching anything.
Depending on your market and offer, you can choose between two proven approaches: immediate follow-up or delayed nurturing.
When time is of the essence, don’t wait.
Ideal for time-sensitive offers or highly engaged leads:
Sometimes, patience pays off—especially for longer sales cycles or complex solutions. For longer sales cycles:
To make every interaction count, focus on three fundamentals:
Retargeting after ads isn’t just a tactic—it’s a high-leverage strategy when your market is finite and every lead counts.
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