Remarketing strategy in B2B: how to effectively attract customers?

A remarketing strategy offers the opportunity to re-engage people who have already shown interest in your brand. This is important because in today's online world it is increasingly difficult to attract the attention of potential customers. Remarketing on Google or Facebook is a key element of the strategy of every B2B company. Find out how to maximize its potential and turn interest into real conversions. In this article, you will learn the differences between the approach to corporate and individual clients, as well as practical tips on optimizing remarketing campaigns. Are you ready to differentiate your brand with remarketing? Discover ways to use this strategy effectively!

B2B and B2C marketing – differences

Awareness of the differences between B2B (business-to-business) and B2C (business-to-consumer) marketing is crucial to creating effective remarketing strategies. The decision-making processes in these two areas differ significantly. In the case of B2B, purchasing decisions are the result of a long and complex process involving many people. The focus is on ROI, efficiency and long-term value. However, in B2C, decisions are often impulsive, focused on quick benefits and promotions. This requires more visual and direct forms of remarketing. It is worth bearing in mind that ad personalization can increase the chances of conversion, which is important in both market areas. Understanding these differences allows you to better tailor your remarketing efforts, which contributes to your company's success.

What is remarketing and what are its types?

Remarketing allows companies to re-target people who have shown interest in their products or services but have not converted. Companies use tailored ads on Google or Facebook, for example, to re-engage these people. Thanks to this, users can remind themselves about the brands' offers, which increases the chances of returning to the website and converting.

Remarketing on Facebook

Facebook remarketing ads can appear in various places on the platform, including a user's wall, Messenger, and Instagram. Additionally, thanks to integration with the Audience Network, ads can also be displayed outside Facebook itself, for example in applications and websites cooperating with this network. The key to remarketing on Facebook is the use of the Facebook pixel or conversion API, which allows you to track users' activities on the website and adapt ads to their behavior.

There are two main forms of remarketing on Facebook:

  • Static remarketing – involves displaying the same ads to all users from a specific segment. This is especially useful for companies with a wide range of products that want to maintain consistency in their marketing communications.
  • Dynamic remarketing – ads are automatically adjusted by Facebook's algorithms to show users products they have previously viewed on the company's website. This is often used in e-commerce, where personalizing ads can significantly increase the chances of conversion.

Read also: How to increase B2B sales? customer purchasing process – the latest report

Remarketing on Google

Google remarketing ads can appear in various places within the Google Display Network, which includes millions of websites, mobile apps, and video platforms such as YouTube. Additionally, these ads may also be displayed in Google search results, which allows you to reach users when they are actively looking for information or products related to your offer. A key element of effective remarketing is appropriate advertising targeting and personalization.

The main forms of remarketing available on Google:

  • Standard remarketing – ads are displayed to users based on their previous interactions with the website. Regardless of which parts of the site they visited, they will receive general advertising messages.
  • Dynamic remarketing – a more personalized method. Users are shown advertisements containing specific products or services that they viewed on the website. This is especially effective in online stores, where you can remind customers about products they have previously viewed.
  • Remarketing based on the mailing list – addressed to people who are on the company's contact list. You can target ads to users who have expressed interest by subscribing to the newsletter or other forms of contact.
  • Remarketing based on user behavior - allows you to create personalized campaigns for users who have performed specific actions on the website, such as adding a product to the cart or spending a specific time on the website.

Effective remarketing strategy – key elements

An effective remarketing strategy is based on several key elements: a precisely defined buyer persona, personalized advertising messages and the strategic use of platforms. The key to success is identifying and segmenting audiences who visited your website but did not proceed to the conversion stage. This allows you to create ads tailored to individual needs and preferences. Thanks to a variety of tools, these personalized ads can be displayed on various websites and social media platforms, increasing the chances of catching the user's attention and persuading them to return. An equally important element is monitoring and optimization of campaigns in real time, which guarantees an increase in the effectiveness of the strategy and achieving the best return on investment.

How to reach the right group of B2B customers through a remarketing strategy?

In B2B business, unlike B2C, purchasing decisions are the result of long-term processes and thorough analyses. An important stage is reaching the right group of customers. The first step is to build a detailed buyer persona profile, taking into account not only basic demographic data, but also the specificity of the industry, company size and decision-making roles. Thanks to such a precisely defined profile, your remarketing campaigns will be more effective because they will be tailored to the specific needs and interests of your recipients. As a result, a B2B sales funnel, although longer and requiring more effort, can bring better results through accurate targeting.

It is also important to adapt advertising content to the stage of the purchasing process at which a potential customer is. This helps build better relationships and increases the chance of final sale. Remember that remarketing is not only a way to reach potential customers again, but also a tool for building deeper relationships with them by showing that we understand their needs and are ready to meet them.

Read also: Marketing funnel – how to use it?

How to measure the effectiveness of remarketing campaigns?

Measuring the effectiveness of remarketing campaigns is very important. This will help you learn which parts of your strategy are working well and which need improvement. The basis is the analysis of statistics from tools such as Google Analytics, which allow you to track how users react to your campaigns. Focus on data such as: conversion rate, which shows how many people re-engaged by ads make a purchase, and ROI (return on investment), which assesses the financial effectiveness of your remarketing activities. Don't forget about CTR (click-through rate), which indicates how many times your ads were clicked in relation to the number of their views. It is also important to monitor the cost per conversion, which will help you understand how much it actually costs you to attract a customer.  

Using this data, you can accurately assess how remarketing is contributing to your business goals. 

In addition to Google Analytics, it is worth considering using advanced data analysis tools, e.g. Looker Studio or BI (Business Intelligence) tools. Be sure to regularly analyze this data and adjust your strategies to maximize the effectiveness of your campaigns. In a B2B context, where sales cycles can be long, it is also important to track the long-term effects of remarketing, e.g. increasing customer loyalty and Customer Lifetime Value (CLV).  

Optimizing your remarketing campaign: practical tips

Optimizing a remarketing campaign is a process of continuous improvement that allows you to increase the effectiveness of your activities.

Data analysis

Start by analyzing your Google Analytics data to understand how your campaigns are impacting engagement and conversions. Based on this information, segment your target group into even more detailed subgroups. This will help tailor ads to specific user needs and behavior. Check which terms and visualizations generate the highest CTR and conversions. Use this data to create ads that engage your audience more.

Testing items

Don't forget to A/B test various elements of your campaign, such as headlines, descriptions, images, and even target groups. A/B testing allows you to precisely adjust your remarketing strategies and increase the effectiveness of your campaigns.  

Ad frequency

Pay attention to ad frequency - showing the same ad to the same user too often can lead to fatigue. Finding the optimal number of impressions can increase the effectiveness of your campaigns without irritating potential customers.

Page optimization

Check if your website is optimized for conversions. Make sure it is responsive, fast and easy to navigate. This will ensure a positive experience for users who click on your ads.


Consider experimenting with other remarketing channels, such as LinkedIn or TikTok. For some industries and target groups, these platforms can be as effective as Google and Facebook. Don't be afraid to test new advertising formats or distribution channels. It may turn out that, for example, video ads on YouTube or remarketing campaigns on other social media will bring better results.

Summary – remarketing strategy in B2B

Remarketing allows you to re-engage potential customers through tailored ads on Google or Facebook. The most important elements of an effective strategy are a precise definition of the target group, personalization of advertising messages and strategic use of platforms. In the case of B2B, it is important to reach the right group of customers by building a buyer persona and adapting advertising content to the stage of the purchasing process. Measuring the effectiveness of remarketing campaigns is crucial, and data from tools such as Google Analytics helps in monitoring and optimizing activities. Importantly, campaign optimization requires data analysis, A/B testing, controlling ad display frequency and optimizing the website for conversions. The remarketing strategy should be flexible and constantly improved, which is the key to success. Remember that success in remarketing requires not only technical knowledge, but also creativity and the ability to build relationships with customers.

If you want to maximize the effectiveness of your remarketing campaigns and turn interest into real conversions, contact us today! We will help you use remarketing effectively, tailoring the strategy to the needs of your company.