How to convert your leads after an ad interaction with retargeting

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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.

Understanding post-retargeting: Moving beyond the first click

Retargeting post-ads vs. traditional acquisition

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.

Identifying high-value leads for post-ads retargeting

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:

Pixel-based tracking

Helpful in capturing all website traffic from ad campaigns, but imprecise in B2B.

Manual lead identification

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.

Choosing your post-ads retargeting channels

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:

Owned channels (Direct engagement):

LinkedIn (organic):
Personalized connection requests, follow-up messages, and nurturing via relevant content.
Email:
Follow-up sequences tailored to the ad content the lead interacted with.
Voice messages (LinkedIn, email, WhatsApp, etc.):
A powerful way to stand out in the nurturing phase—after the first engagement.

Paid channels (Ads):

Display Networks & LinkedIn Ads:
For additional touchpoints and staying top of mind (but our focus here is on what happens next, not on the creative setup).

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.

How to nurture & convert post-ads: tools and workflow

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.

Smart tool selection

Not all tools are created equal when it comes to post-ads retargeting. To maximize impact, choose solutions that let you:

Integrate with your ad platforms (to pull lists of engaged leads)
Personalize follow-ups based on the specific ad seen or action taken
Orchestrate multi-channel workflows (LinkedIn, email, voice, etc.)

Compare options (LGM, Zapier, CRM connectors) and read user feedback.

Personalization that converts (contextual & consistent)

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:

Email, LinkedIn, and company info
Engagement history: which ad did they see? What message? What offer?

Then personalize across:

Message content: Refer explicitly to the ad or offer the lead engaged with
Timing: Trigger follow-ups when engagement is fresh, or at key moments based on ad data
Channel: Use LinkedIn, email, or voice—matching the context of the ad
Offer: Advance the conversation (don’t just repeat the ad—move to the next step)

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

Automation for scale

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:

Intelligent message delivery: Coordinate LinkedIn, email, and even voice notes to maintain a seamless, multi-channel journey.
Dynamic lead qualification: Keep updating scores and segments based on post-ad behaviors.
Strategic nurturing: Deliver relevant content at the right time, building on what the lead already saw in your ads.
Performance analytics: Measure:
- Response rates by channel (which follow-ups convert best after ads?)
- Engagement patterns (who’s warming up, who’s stalling?)
- Conversion points (which trigger led to meetings?)
- ROI by campaign type (are LinkedIn follow-ups outperforming email?)
Continuous optimization: Refine your audiences, messaging, and timing based on these analytics.

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

Implementing with La Growth Machine and Zapier

Bringing your workflow to life means connecting the right tools and ensuring your system is ready to deliver at every step.

Campaign setup essentials

Start by making sure your stack is ready:

Active LGM account
Zapier subscription
Ad platform access (for exporting engaged leads)
Proper API keys for smooth connections

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.

Building your post-ads workflow

Depending on your market and offer, you can choose between two proven approaches: immediate follow-up or delayed nurturing.

1. Immediate follow-up

When time is of the essence, don’t wait.
Ideal for time-sensitive offers or highly engaged leads:

Export your ad-engaged audience right after the campaign.
Launch LinkedIn/email/voice follow-ups within days, referencing the ad and next steps.
Use varied formats (text, voice, video) for depth.

2. Delayed nurturing

Sometimes, patience pays off—especially for longer sales cycles or complex solutions. For longer sales cycles:

Let your initial ad campaign run
Segment non-responders by level of engagement
Start a nurture sequence (LinkedIn/email/voice) addressing objections and providing extra value
Space out touchpoints over several weeks before relaunching with new offers

Keys to success

To make every interaction count, focus on three fundamentals:

Data quality

Prefer personal email addresses for better matching
Keep lists updated and enriched

Audience precision

Segment by behavioral criteria (e.g., demo views, no response, pricing page visits)
Refresh audiences as engagement evolves

Message consistency

Keep your narrative aligned with the original ad (refer back to it directly)
Adapt your message and format to each channel, but continually advance the conversation

Takeaways

Retargeting after ads isn’t just a tactic—it’s a high-leverage strategy when your market is finite and every lead counts.

Focusing on warm leads post-ad can deliver 3- 5x higher conversion rates.
Success = clean data, precise segmentation, and consistent, contextualized messaging.
Use a combination of paid and owned media: ads to warm up, then owned channels for conversion.
Automate with the right tools at scale, but never lose the human touch.