To be honest – nobody buys right away in B2B. Most people need to see your message about eight times before they’re ready to take action. LinkedIn knows this, which is why they let you show ads to people who’ve already shown interest in your business.
But, you need at least 300 people in your audience before you can start.
We’ll show you the best ways to build that audience in 2025, so you can keep connecting with people who really matter to your business.
LinkedIn’s Smart Ways to Keep in Touch with Your Audience
Want to run ads to your LinkedIn audience? You’ll need at least 300 people in your target group before you can start. While this might seem like a lot at first, don’t worry – we’ll show you some quick ways to build your audience size. Getting to that magic number of 300 doesn’t have to slow you down.
Quick Ways to Adjust and Adapt
1. Video Ad Retargeting: The Speed Champion
Video ad retargeting stands out as the fastest way for building retargeting audiences on LinkedIn. Here’s why it’s so effective:
- Audience Building Speed: You can build a qualified retargeting audience within days rather than months
- Flexible Targeting Options: Target viewers based on watch completion rates (25%, 50%, 75%, or 100%)
- Extended Reach: Engagement windows ranging from 30 to 365 days
- Cost-Efficiency: A qualified audience (50%+ video completion) can typically be built with approximately $1,000 in ad spend over just one week.
2. Single Image Ad Retargeting: The Reliable Competitor
Single image ad retargeting offers another great way in building your audience:
- Multiple Interaction Points: Track both chargeable clicks and broader engagement metrics
- Choose the Right Goal for Your Campaign: Different objectives offer varied charging models
- More Ways to Connect with Your Audience: Includes likes, comments, shares, and company page visits
Important Note: Be cautious with LinkedIn Audience Network (LAN), because it can accelerate audience building. The significantly lower quality of engagement might compromise your campaign’s effectiveness.
Slower But Valuable Methods
1. Lead Gen Form Retargeting
While slower, this method can provide highly qualified prospects:
- Investment Required: Typically needs $6,000-$9,000 in ad spend over 1-3 months
- Targeting Options: Choose between form opens or submissions
- Quality Factor: Often produces higher-quality leads despite the longer timeline
2. Website Visits Retargeting
This traditional method requires patience but offers unique benefits:
- Timeline: Can take several months to reach the 300-member threshold
- Traffic Dependency: Success rate correlates directly with your website’s traffic volume
- Integration Benefits: Works well with broader marketing analytics and attribution modeling
Strategic Implementation Tips
To maximize your retargeting success:
- Layer Multiple Methods: Combine fast and slow-building audiences for comprehensive coverage
- Monitor Engagement Quality: Track not just audience size but engagement metrics
- Balance Spending Priorities: Assign more resources to faster-building methods initially
- Test Different Creatives: Different content types can significantly impact building speed
Campaign Optimization Insights
Recent data shows that campaigns that combine video and single image retargeting see higher engagement rate compared to using either method alone. Also, maintaining a consistent posting schedule has shown to reduce audience building time up to 30%.
Looking Forward
On LinkedIn, if you want to succeed in this, you have to be adaptable with your retargeting strategy. Focus on methods that align with your timeline and budget while maintaining audience quality.
Ready to start building your LinkedIn retargeting audience? Let’s explore the best strategy for your business in a quick 15-minute call.
