Guide to LinkedIn Retargeting for B2B SaaS

If you’re running a B2B SaaS company, you already know LinkedIn is the place to be. It’s where the right professionals—the ones who actually use and buy software—spend their time.

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However, It’s easy to feel like your ads are just floating by in endless newsfeeds, especially if you’re running broad campaigns.

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That’s where a little precision goes a long way.

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With retargeting, you can zero in on the people who’ve shown interest in your brand—professionals who know who you are and, on some level, have already given you a thumbs up.

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We actually get our best results using retargeting. Because trying to convince a stranger is one thing. Showing up again for someone who’s already curious? That’s a whole different ballgame. 

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In this article, we provide you with expert strategies we use to create a LinkedIn retargeting campaign that’s precise and highly effective.

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Is LinkedIn Advertising Effective For B2B SaaS Companies?

Absolutely. 

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However, the effectiveness of your LinkedIn advertising depends on your strategy. Purchasing software solutions is almost never done in the first interaction. In B2B SaaS, the decision-making process can stretch over weeks or months. 

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So, having a refined or layered approach is crucial. Retargeting helps you stay on your prospect’s radar and gets them to convert when the time is right.

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Aside from our own experience, there’s a lot of evidence that highlights how impactful retargeting can be and why LinkedIn is the platform to do it on: 

• LinkedIn is where it’s at: About 80% of B2B leads from social media come from LinkedIn. That’s a massive slice of the B2B pie—and a clear signal that if you’re in SaaS, LinkedIn is where your best prospects hang out.
• LinkedIn’s Matched Audiences were big wins: In a pilot program with over 370 advertisers and 2,000+ campaigns, LinkedIn delivered a 30% increase in CTR and a 14% drop in post-click cost-per-conversion through Website Retargeting. That’s a major boost in performance for anyone looking to re-engage site visitors.
• Retargeted visitors are more likely to convert: According to AdRoll, retargeted website visitors are 70% more likely to convert than those who’ve never engaged with your brand. That’s not a small bump—that’s a game-changer.

Not only does LinkedIn provide the ideal space for B2B SaaS advertising—it’s also secure and offers an array of powerful ad formats for you to work with.

The key, of course, is making sure that your retargeting ads provide your audiences with value. Knowing who is worth targeting and what to target them with depends on your ability to understand them.

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Who Do You Target, And How?

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Retargeting focuses on users who’ve already engaged with your brand, and thanks to these previous engagements (whether with your site or LinkedIn page), you can create a profile and ultimately segment them into different audiences.

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Note: If you need a refresher on the basics of retargeting, our article, Best Practices for Retargeting for B2B SaaS & Services, provides a solid overview.

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When it comes to B2B SaaS retargeting on LinkedIn, the best strategy that leads to an effective and efficient campaign is to segment your leads into two audiences: High-quality and High-intent.

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1. Retargeting Leads That Have Engaged With Your Brand

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High-quality leads are people who’ve shown interest in your brand but haven’t clearly signaled they’re ready to buy. Maybe they checked out your homepage, skimmed a blog post, or even liked one of your company updates. However, they haven’t quite made their way to the pricing page or demo pages. 

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These visitors are likely still learning about the solutions available to them or just conducting some research to help them with a problem. 

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The best to provide them value or re-engage them is by helping them out with their research. 

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Here’s How You Can Segment Them

• Create a Retargeting Audience: Focus on those who visited your website (or key pages) in the last 7, 15, 30, 60, 90, 180, or 365 days. The exact window depends on your sales cycle, so it’s worth testing multiple durations.
• Segment by Engagement: Include individuals who stopped by your LinkedIn company page or interacted with your posts. You’ll be targeting people who already recognize your brand, which makes your ads far more relevant.

Filter by Professional Criteria: You can also segment audiences by roles (e.g., executives, operations managers, or mid-level managers), company size (500+ employees for enterprise), or specific industries. By doing this, you can tailor your retargeting ads so they address and speak to the specific needs of different professionals.

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What To Show Them

• Educational Ads: With high-quality leads, you should offer resources like eBooks, whitepapers, or webinars that tackle the problems your software solves—without pushing a hard sell. These leads are still learning, so meet them at their level.
• Thought Leadership Content: Position your brand as a trusted authority. They’re researching, so give them something that proves you understand their world and can guide them through it.

By focusing on these “high-quality” yet not-quite-ready prospects, you nurture their interest until they’re primed for the next step. Instead of asking for the sale, you’re showing why you’re worth paying attention to—and that can make all the difference down the line.

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‍2. Retargeting Higher-Intent Leads

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‍High-intent leads aren’t just browsing—they’re actively evaluating whether your solution is the right fit. You can gauge a visitor’s level of intent based on the pages they visit. For instance, they may have viewed your Pricing page, requested a free trial, or spent extra time exploring your feature overview. In other words, they’ve taken steps that show serious purchase intent. These are the people you want to gently nudge toward a conversion.

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‍Here’s How You Can Segment Them

• Shorter Retargeting Window: Focus on the last 7–30 days. The key is to catch these leads while your product is still fresh in their minds so they don’t drift off to a competitor.
• Target Specific Actions: Zero in on-page visits like “Pricing,” “Features,” or “Demo Sign-Up.” Just like with “high-quality” leads, you can segment them further and retarget LinkedIn users with relevant skills or job functions (e.g., “Workforce Management” for an employee scheduling tool).

Job Function & Skills Filtering: If your software is made for HR teams or finance departments, hone in on job titles like HR Manager or CFO—or even member skills that point to a deeper interest in your niche.

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What To Show Them

• Clear CTAs: Lead with an invitation to book a demo, start a free trial, or watch a comprehensive product tour. They already know who you are; now’s the time to offer a clear path to say “yes.”
• Comparison Guides or ROI Calculators: Prove why your SaaS stands out. Show them how you stack up against competitors or highlight potential cost savings in real numbers. High-intent leads often need solid evidence before they pull the trigger.
• Offer Them A Deal They Can’t Refuse: You may also want to consider including a limited-time offer with your ad. This can create a sense of urgency and give them an extra reason to commit to your solution.

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By tailoring your ads to what these leads already care about, you’re taking advantage of that crucial moment—when they’re actively deciding whether to buy. Not only does this approach drive conversions more efficiently, it also boosts your ad performance overall. 

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Key Benefits of LinkedIn Retargeting for B2B SaaS Advertising

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When you aim your ads at people who’ve already shown interest, you’re effectively cutting out a lot of wasted spend.

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Think of it like fishing: casting a wide net might catch more fish, but you’ll also haul in a bunch you don’t really want. Retargeting is like using a precise lure in waters you know are teeming with the right catch. By focusing on prospects who’ve already signaled they’re interested, you naturally see higher click-through rates, lower costs, and a more efficient cost per lead—without wasting your budget on folks who aren’t likely to bite.

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Here’s how that translates into lower costs and better results:

Fewer Wasted Clicks

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Retargeting narrows your audience to users who already have a reason to click. Instead of scattering your budget across disinterested prospects, you’re directing it toward those with a genuine need.

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Higher CTR

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A more relevant audience typically yields a better click-through rate. On LinkedIn, that higher CTR can sometimes lower your costs because the platform sees your ads as more valuable.

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Better Lead Quality

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Warm leads who recognize your brand are usually further along in their decision-making process. Every click is more likely to turn into a real lead, which brings down your Cost Per Lead (CPL).

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By focusing your efforts where it counts, you’re engaging with people who already care, cutting through the noise—and your costs—in the process.

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Case Study: How LinkedIn Retargeting Helped Celayix Generate Over 100 Qualified B2B Leads

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One of our clients, Celayix, is a B2B SaaS company that specializes in employee scheduling software. We created multiple campaigns on Bing, LinkedIn, and Google, each focusing on a unique industry and using specific keywords (like “security guard scheduling software”). 

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By layering this industry-focused approach on top of LinkedIn retargeting audiences, InterTeam zeroed in on relevant professionals interested in Celayix’s solution, securing over 100 qualified leads.

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If you want to learn more, you can read the full case study here: Omnichannel B2B SaaS Advertising Strategy On Google, Bing, & LinkedIn. 

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Need help With Your LinkedIn Ads?

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Retargeting on LinkedIn is a crucial strategy that helps push your leads across the finish line. By segmenting your audience, you can target professionals who you know are interested.

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However, every campaign is unique and requires a different approach. Having a B2B LinkedIn advertising expert on your side can make all the difference. At InterTeam, we’ve helped clients save thousands of dollars in wasted ad spend with a simple audit.

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Want to see if there are any opportunities to improve your campaign? Book a Free Ads Strategy Call.