Blueprint
How To Create a B2B Google Ads Optimization Workflow [+Free Template]
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Hey there, B2B Marketer. If you don’t have a well-structured optimization workflow, managing just a handful of Google Ads accounts can be a struggle (been there, done that 😅)
In this article, I’ll walk you through the Google Ads Optimization Workflow template, the exact process I used to go from barely managing five Google Ads accounts to easily managing 30+ 🚀
TABLE OF CONTENTS
- Google Ads Optimization Workflow Process
- Daily Google Ads Optimizations
- Weekly Google Ads Optimizations
- Monthly Google Ads Optimizations
- Quarterly Google Ads Optimizations
- Free Resources to Master B2B Ads 🔥
Why You Need a Google Ads Optimization Workflow Process
Without a consistent approach, managing Google Ads can feel chaotic. You may get lost in metrics that don’t matter or, worse, miss out on key optimizations that could boost your profitability.
I developed the Google Ads Optimization Workflow Template to help me stay organized and focus on impactful daily, weekly, monthly, and quarterly optimization tasks.
👉 Grab your free copy of the template in Module 2, Lesson 1 from the B2B Google Ads 102 - How To Convert Clicks Into Profit course.
If you follow this approach, you’ll find yourself in control of your accounts, not the other way around.
Now let’s dive deep into the tasks by timeframes ⏰
Daily Google Ads Optimizations
Daily optimizations are essential for ensuring that your accounts are running smoothly. It’s your first line of defense against overspending and wasted ad spending.
Each day, you should:
1. Review your budget pacing
This way, you’ll ensure that you are not overspending or underspending.
2. Check for irrelevant search terms in the Search Terms Report
You want to add any irrelevant negative keywords. So every single day, you should review your search terms report and compare your search terms to your keywords to find the irrelevant ones and add them to your negative list.
3. Adjust bids as needed
If you’re using manual bidding, make sure to adjust your bids accordingly to get visibility.
If you’re using something like maximize clicks with a bid cap, make sure that you take a look at your average cost per click in relation to your bid cap. If you notice that your average cost per click is really close to your bid cap, you could be throttling yourself.
If you’re using Target CPA bidding, ensure that the CPA amount you set is large enough to get enough deliverability. I recommend increasing it by 20% if you notice you’re not spending your budget.
Pro Tip: Setting up Google Calendar reminders can be helpful, and something that I always tell my team that manages client accounts internally at our agency is to block an hour on their calendars every single day to go through their accounts and optimize them. We call it “optimization power hour”. ⚡️
By doing that, you will be proactive, and you’re going to catch things much sooner before they become potential fires.
Weekly Google Ads Optimizations
Weekly optimizations allow you to step back and review broader trends instead of getting caught up in the day-to-day fluctuations.
Instead of getting caught up in the day-to-day fluctuations, here you should:
1. Review weekly performance trends (visibility, cost, volume)
Every week you should look at search impression share, search lost to rank, search lost to budget, and search top impression share.
You also want to look at how much you have spent, your cost per conversion, your cost per custom conversion, meaning the cost per SQL, converted user, or whatever that KPI is that you’re measured against.
You will also want to look at volume. How many conversions are you getting? Is it trending up? Is it trending down? These are the things to keep an eye on every week.
Another thing you can do is check the charts in Google Ads to map different metrics and quickly see the trend of search impression share with this graph 👇
🚨Important: When you’re optimizing and looking at things weekly, don’t freak out if you see changes like 25% down search impression share. But if you see it happen consistently for two or three weeks in a row, then there’s definitely something that you need to make a decision about.
Lastly, breaking down your campaigns by themes like brand, non-brand, and competitive will help you to quickly identify underperforming segments and reallocate your budget where it will be most effective.
This will make the optimization process much more manageable.
2. Pause underperforming keywords
Pausing underperforming keywords is an opportunity to give more budget to the keywords with good performance.
You can quickly go to the keyword section in your account and filter by conversions to see which keywords have no conversions. Then, you can sort by cost and understand which ones are hemorrhaging the most budget and can be paused.
3. Add new relevant keywords
When you check the Search Terms report, there are certain search terms that can make sense to add to your campaign as keywords.
You can also go to the Google Ads Keyword Planner and find net new keywords that you might not be covering. This is an opportunity to expand your scope and reach, and it’s a good best practice to get into the habit.
4. Pause underperforming ads and add new ads to replace underperformers (<5% CTR)
Pausing underperforming ads is as simple as going to the ad section in your account and then pausing any ads that are not performing anymore.
So if you notice you have some underperformers, ideally anything less than a 5% click-through rate (but always compare it with your average performance), it’s time to shut off the underperforming ad and add a new ad into the mix.
This way you can continually improve your overall click-through rate performance to help boost your expected click-through rate and improve your quality score.
Monthly & Quarterly Google Ads Optimizations
Monthly and quarterly tasks focus on more strategic, higher-level adjustments.
Monthly Optimizations
It’s crucial to ensure that your campaign settings, quality score, and budget allocation align with your overall goals and haven’t been altered unintentionally.
This is also the time to assess the impact of your Google Ads efforts on your sales pipeline and to make necessary changes.
So at the end of each month, you should:
👉 Audit campaign settings (networks, bidding, location options)
This step is crucial if you manage multiple campaigns or accounts.
It’s important to double-check if you’re targeting the right network and don’t have display and search combined together.
You want to make sure your bids haven’t been updated by accident, or God forbid, you have the auto recommendations still turned on, and they’re automatically updating your bids without your consent. 💀
You also want to ensure that your location options are set to “presence” and that people are actually in your target location or regularly in, not people who are potentially in other areas and are interested in that location.
👉 Review month-over-month pipeline impact from Google Ads
We’re running ads to generate revenue, and revenue comes from initially having pipeline.
So you need a dashboard to track the performance month-over-month and connect your activity to revenue.
It can be as simple as having a report on a spreadsheet where you can see the evolution of your KPIs every month. You can create one from scratch or search for a template on the internet.
Pro tip: Check out our free Building a Paid Media Program course (Module 3, Lesson 2) to learn how to build an automated dashboard for less than $200/month using Google Sheets + a connector like Dataslayer or Supermetrics.
👉 Review performance by campaign theme (visibility, cost, volume)
The same analysis we discussed in the weekly optimizations above should be done on a monthly basis too.
How much are you spending per theme? What is your cost per conversion? What is your conversion rate? And what are the volumes?
Are you driving more volume in a certain theme versus another? Should you move the budget around?
These are the questions you should answer here.
👉 Review quality score (ad relevance, landing page experience, expected CTR)
How is your quality score by campaign theme? Is it increasing or decreasing month-over-month?
Ideally, you should aim for a quality score of 7 or above. If it’s lower than that, optimizing your ad relevance, expected CTR and landing page experience will improve things.
Check out this Quality Score Guide to learn the 80/20 of what you need to know about quality score to improve it.
👉 Review geographic performance and budget allocation
Here you want to go ahead and see how the campaigns you’re targeting in each region are performing so you can make the necessary adjustments.
I also recommend checking the Locations report to have a granular view of how each country grouped into a region is performing.
By doing this, you can find opportunities for new campaigns targeting a single country if it has a good performance and the campaign is limited by budget, or excluding low-performing countries to free up some budget for the top performers.
👉 Review device performance and budget allocation
In B2B, desktop usually performs better than mobile and tablet, so if you’re targeting all devices you can find opportunities to maximize conversions by breaking out the campaigns into different devices.
👉 Review keyword/match type performance and budget allocation
Are there certain keywords that are doing better for you than others? Certain match types? All of these are insights that will help you optimize your Google Ads campaigns.
👉 Review landing page performance and experiments
How are your landing pages performing? Are you running experiments? If you're not, that's definitely an opportunity.
👉 Implement new campaign experiments
If you’re not testing new experiments, this is a massive opportunity to improve performance, and you can run experiments easily in Google Ads with their campaign experiments tool.
Quarterly Optimizations
Every quarter, take time to conduct a competitor analysis and review your goals. It’s a great practice to see what new ads and keywords your competitors are using, giving you inspiration and helping you stay ahead in the market.
Pro tip: The channel ad libraries are great resources for competitor research. Check out these 10 tips for free competitor research using them.
This periodic check-in will ensure that your optimizations are aligned with your business objectives, providing a clear path for growth 🙌
Stay organized with the Google Ads Optimization Workflow template
If you get your free copy of our Google Ads Optimization Template, you’ll notice that we have daily, weekly, monthly, and quarterly tasks discussed above on the template.
The way this template works is very simple. We have our tasks on the left, the task title, and the different timeframes. There’s also a space for you to take notes while optimizing your account.
Then you can change the status of each task, so you and your team will know if a task is done or if it’s in progress, as well as define the task owner.
There are also some formulas where, based on the timeframe, the due date will automatically update. So for example, if you set the Last Complete date of a daily task as 2/2/24, it’ll automatically say the due date for that task is 2/3/2024.
In addition, if you do the same thing for a weekly task, it will add seven days to the due date, and now it will say 2/9/2024.
Lastly, you’ll also find all the different tutorials covered in this guide linked to each task. The goal of these tutorials is to show you how to do each step so you can use this as a reference.
By implementing these daily, weekly, and monthly optimizations, you’ll stay ahead of potential issues and make data-driven adjustments that boost your account performance.
I hope this guide helps you to manage your accounts efficiently 🙌
If you have any questions, feel free to connect with me on LinkedIn.
From Clicks to Conversions: Master Google Ads for B2B 🔥
If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.
Here's what you'll learn in each course:
⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners
- The Googleverse: The Game You're Playing & How To Win
- Measurement: How to Make Sure You're Profitable
- Targeting: How to Show Up For the Right Searcher
- Planning: Putting It All Together
🎯 Google Ads 102 - How to Clicks Into Profit
- Visibility: How To Find the Hole Sucking Profits
- Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
- Experimentation: How to Test & Automate Profitability
- Troubleshooting: How To Solve Inevitable Problems
🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers
- Methodology: How to Vertically Scale Google Ads From A-Z
- Campaigns: Scaling Horizontally Through Campaign Themes
- Channels: Scaling Outside of Paid Search
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)
With long sales cycles staying top of mind is half the battle when it comes to B2B.
In this blueprint you’ll learn how to build a multichannel B2B retargeting strategy across:
- Meta (Facebook & Instagram)
- X (Twitter)
- & YouTube
So you can stay omnipresent and convert users across channels.
I know you’re going to love it, let’s get started! ❤️
TABLE OF CONTENTS
- Recommended Channels
- Step 1: Confirm Your Remarketing Pixels are Installed
- Step 2: Create all possible retargeting segments by time frame
- Step 3: Adjust targeting and exclusion parameters
- Step 4: Align on retargeting content and offers
- Step 5: Build all Relevant Retargeting Campaigns
- B2B Retargeting FAQ
- Launch Checklist
- Conclusion & Free Courses
Recommended Channels:
- LinkedIn Ads
- Meta (Facebook & Instagram)
- X (Twitter)
- YouTube
Minimum Budget:
- $1,000/month (for 1 channel)
Recommended Targeting:
Step 1: Confirm Your Remarketing Pixels are Installed
This is a mandatory first step, and something that needs to be done first.
These pixels are how the ad platforms are able to track users activity and provide you the ability to remarket them with various campaigns and offers.
Even if you’re not planning to advertise soon on any channels, I HIGHLY recommend creating a free ad account and installing that platform pixel on your site to start building your remarketing pool.
Here’s what this will look like for each channel.
How to Install the LinkedIn Ads Pixel In 4 Steps
- Create a free LinkedIn Ads account
- Navigate to the “Analyze” → “Insight Tag” section
- Choose how to install your tag (recommend Google Tag Manager aka GTM)
- In Google Tag Manager, create a new tag type with LinkedIn Insight and fire on all pages
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How to Install the Meta (Facebook & Instagram) Ads Pixel In 6 Steps
- Create a free Facebook Ads account
- In the Ads Manager navigate to “Events Manager” → “Connect Data Sources”
- Connect “Web” as a new data source and name your pixel (ex: Meta Pixel)
- Select your new pixel under “Data Sources” and navigate to “Overview” → “Setup Pixel”
- Choose how to install your pixel (recommend Google Tag Manager aka GTM)
- In Google Tag Manager, create a new tag type with Custom HTML and fire on all pages
How to Install the X (Twitter) Ads Pixel In 4 Steps
- Create a free X (Twitter) Ads account
- In the Ads Manager navigate to “Events Manager” → “Add Event Source”
- Install with “Pixel code” and allow 1st-party cookies
- In Google Tag Manager, create a new tag type with Custom HTM and fire on all pages
How to Install the Google Ads Pixel In 5 Steps
By installing the Google Ads pixel you’ll be able to remarket to website visitors on YouTube because Google owns YouTube and all campaigns are created in the same ads manager.
- Create a free Google Ads account
- In the Ads Manager navigate to “Audience Manager” → “Your Data Sources”
- Select “Google Ads Tag” → “Edit Source”
- Select “Tag Setup” recommend “Use Google Tag Manager” and copy your ID
- In Google Tag Manager, create a Google Ads Remarketing tag and fire on all pages
Once complete, confirm all pixels are installed correctly on your website with GTM Preview:
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Remarketing audience size requirements for Meta, YouTube, LinkedIn & X (Twitter)
- Meta (Facebook & Instagram) = 1,000 audience members
- YouTube = 100 audience members
- LinkedIn = 300 audience members
- X (Twitter) = 100 audience members
Now that you’ve installed all the pixels for the platforms you’re interested in you’ll need to allow the pixels time to build your cookie pool to meet audience minimums.
I’ve seen it take 7-30+ days depending on monthly engagement or traffic volumes for the retargeting segment you’re trying to build (ex: website visits, video views, post engagement, etc..).
Step 2: Create all possible retargeting segments by time frame.
Once your remarketing audience has met minimums it’s time to build your segments.
This step will vary depending on how large your retargeting audience is.
In a perfect world we’ll want to create retargeting segments for the following timeframes:
The advantage of creating retargeting segments by time frame is:
✅ Easily see which cohort performs best
✅ Allocate more budget to the top performing time frame
✅ Align offers and messaging accordingly
Watch this video to better understand the thought process behind leveraging different remarketing segments by timeframes:
In addition to testing timeframes we want to combine as many relevant remarketing segments together in each cohort so we can scale up our overall audience size (more on this in Step 4).
Depending on the channel you’re advertising on, the available remarketing segments will vary.
Here are my go to choices for each channel below.
Top 10 LinkedIn Ads retargeting segments:
Top 9 Meta (Facebook & Instagram) Ads retargeting segments:
Top 5 X (Twitter) Ads retargeting segments:
Top 4 YouTube Ads retargeting segments:
Depending on your audience sizes you might not be able to use shorter timeframes.
If that’s the case, default to the next longest one:
For example:
❌30 days < 1,000 audience size? Try 90 days
❌90 days < 1,000 audience size? Try 180 days
❌180 days < 1,000 audience size? Hold off on remarketing until your audience sizes build
Build out each relevant remarketing combination for the channels you want to advertise on.
Step 3: Adjust targeting and exclusion parameters.
Equally important to who you’re targeting is who you exclude.
With all your retargeting segments created it’s clear who you’re going to target.
Now it’s time to get clear on who you’ll exclude for each cohort (e.g. 30, 90, 180 days).
Exclusion audiences allow you to remove users who aren’t a good fit for your targeting.
Here’s my go-to exclusions by channel.
Top 8 LinkedIn Ads Exclusion Audiences:
Top 9 Meta (Facebook & Instagram) Ads Exclusion Audiences:
Top 6 X (Twitter) Ads Exclusion Audiences:
Top 6 YouTube Ads Exclusion Audiences:
Feel free to remove and add the exclusions that make sense for your business and who you’re ultimately trying to reach with your retargeting campaigns.
By no means should you only use the ones I outlined above, some will make sense others won’t.
Once you’re clear on who you’ll exclude it’s time to align on content and offers.
Step 4: Align on retargeting content and offers.
Now that you’re clear on who you’ll target and exclude for each cohort. Let’s chat about what content and offers you’ll want to show them.
First things first, don’t make the mistake of only showing offers to people in your remarketing audience. This is the equivalent of following someone all day asking them to buy something.
This is what Corporate Bro has to say about that 😂
Recommended B2B Remarketing Budget Allocation:
Avoid leaving a bad impression and potentially hurting your brand by also adding content in the mix.
50% of your remarketing budget should go towards adding value to your audience, and 50% goes towards asking them to convert on something (ex: Demo, Trial, Event, etc…)
With this budget allocation you’re rotating offers and content equally to your remarketing cohorts (e.g. 30, 90, 180 days) and letting the users decide which asset they're interested in.
Which leads us to common remarketing mistakes you’ll want to avoid.
4 Common Mistakes to Avoid with Retargeting:
1. Only promoting offers
Avoid a pitch fest and split your remarketing budget 50/50 between content and offers as outlined above.
2. Retargeting on assumption instead of action
Don’t create these crazy retargeting flows where someone must do X then Y and finally you’ll give them Z. This kills your retargeting audience size and you’re assuming that you’ll be correct 3/3 times (idk about you but I’m not great at guessing).
Instead show them everything equally (content and offers) and then once they decide to click on an ad, watch a video etc… you can now create unique campaigns to remarket off that activity (now you’re no longer assuming they are interested).
3. Not using all available retargeting segments
Don’t rely on 1 segment alone like a website visitor segment. Instead combine multiple segments together with an OR statement in the same timeframe to scale up your overall retargeting audience so you have more flexibility to layer filters.
4. Failing to refresh creative to offset fatigue
There’s nothing worse than seeing the same ad 1,000 times. This can be easily avoided by creating a workflow to refresh your creatives on a monthly basis.
Just changing the creatives for the same offers and content will create a new experience for users and help offset ad fatigue.
Watch this video to learn more about how to monitor and overcome ad fatigue:
When we talk about remarketing content and offers equally – what exactly does that mean?
- White papers?
- Webinars?
- Tutorials?
- Demos?
- Trials?
The list goes on, and on…
There are 1,000s of offers and content you could potentially promote.
To help simplify and conceptualize this, here are 4 useful remarketing buckets inspired by Canberk Beker, Global Head of Paid Media at Cognism from episode 2 of Behind the Ads.
Recommended Remarketing Buckets by Timeframe:
B2B Retargeting Ad Examples:
Product Marketing
(Content that focuses on promoting the capabilities of your product)
Social Proof
(Leveraging others words and results in our ads)
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Thought Leadership
(Content that educates your target audience and positions you as an expert)
Offers
(Any other type of ad where you’re asking your target audience to convert)
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Armed with your content and offers by time frame there’s one last step to do.
Step 5: Build all Relevant Retargeting Campaigns.
After going through steps 1-4 you should be clear on:
- Which channels you’re going to advertise on
- What retargeting segments you’ll leverage
- Which exclusion audiences you’ll block
- What content/offers you’ll showcase
Let’s wrap up with how these campaigns should be built.
B2B Retargeting Campaign Structure:
Here’s what the retargeting campaign structure will look like at 10,000 feet:
Couple of important call outs:
Every campaign has its own unique timeframe and retargeting bucket.
This makes pacing, optimization, and reporting really easy.
All retargeting segments within the same timeframe are grouped together as an OR.
This allows you to scale your retargeting audience size overall within the cohort.
Combine segments together with OR not AND.
Naming conventions are clear and consistent from the campaign to ad level.
This allows you to easily find your campaigns and reporting on performance.
Here’s how to build these campaigns out for each channel.
How to Build LinkedIn Retargeting Campaigns:
Make sure to disable Audience Expansion and the LinkedIn Audience Network for all LinkedIn retargeting cohort campaigns.
This will prevent LinkedIn from serving your ads to people not in your retargeting audiences and outside of the LinkedIn platform.
Create the following campaigns in the LinkedIn Ads campaign manager across whichever timeframes are applicable for your account:
Cohort #1: 30-Day LinkedIn Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (30D) | Image | Awareness
- EX: USA | Demo | Remarketing (30D) | Video | Conversions
- EX: USA | Social Proof | Remarketing (30D) | Carousel | Engagement
Recommended Objectives:
- Content focus = Brand Awareness, Engagement, Video Views
- Conversion focus = Lead Generation or Conversion
Recommended Daily Budget: $25-$100/day
Recommended Audiences (layer titles or function if possible):
- All website visitors (30D)
- All company page visitors (30D)
- All document interactions (30D)
- All past event attendees (30D)
- All lead gen form opens and submits (30D)
- All single-image ad interactions (30D)
- All 25-97% video viewers (30D)
- All closed lost contacts (30D)
Recommended Bid Strategies:
- Content focus = Maximize delivery
- Conversion focus = Manual CPC
Ads: Product marketing content, social proof, offers (ex: Demo, Trial)
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Cohort #2: 90-Day LinkedIn Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (90D) | Image | Awareness
- EX: USA | Demo | Remarketing (90D) | Video | Conversions
- EX: USA | Social Proof | Remarketing (90D) | Carousel | Engagement
- EX: USA | Thought Leadership | Remarketing (90D) | Image | Awareness
Recommended Objectives:
- Content focus = Brand Awareness, Engagement, Video Views
- Conversion focus = Lead Generation or Conversion
Recommended Daily Budget: $25-$100/day
Recommended Audiences (layer titles or function if possible):
- All website visitors (90D)
- All company page visitors (90D)
- All document interactions (90D)
- All past event attendees (90D)
- All lead gen form opens and submits (90D)
- All single-image ad interactions (90D)
- All 25-97% video viewers (90D)
- All closed lost contacts (90D)
Recommended Bid Strategies:
- Content focus = Maximize delivery
- Conversion focus = Manual CPC
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
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Cohort #3: 180-Day LinkedIn Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (180D) | Image | Awareness
- EX: USA | Demo | Remarketing (180D) | Video | Conversions
- EX: USA | Social Proof | Remarketing (180D) | Carousel | Engagement
- EX: USA | Thought Leadership | Remarketing (180D) | Image | Awareness
Recommended Objectives:
- Content focus = Brand Awareness, Engagement, Video Views
- Conversion focus = Lead Generation or Conversion
Recommended Daily Budget: $25-$100/day
Recommended Audiences (layer titles or function if possible):
- All website visitors (180D)
- All company page visitors (180D)
- All document interactions (180D)
- All past event attendees (180D)
- All lead gen form opens and submits (180D)
- All single-image ad interactions (180D)
- All 25-97% video viewers (180D)
- All closed lost contacts (180D)
Recommended Bid Strategies:
- Content focus = Maximize delivery
- Conversion focus = Manual CPC
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
Optional: 30-Day LinkedIn Offer Bouncers Campaign
If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.
Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}
- EX: USA | Demo | Demo Page Bouncers (30D) | Conversation | Lead Gen
Recommended Objectives:
- Conversion focus = Lead Generation or Conversion
Recommended Daily Budget: $25-$100/day
Recommended Audiences (layer titles or function if possible):
- All pricing, demo, trial, and case study bouncers
- All meeting no-shows
Recommended Bid Strategies:
- Conversion focus = Manual CPC
Ads: Offers
How to Build Meta (Facebook & Instagram) Retargeting Campaigns:
Highly recommend selecting manual placements of feeds and stories for Facebook & Instagram with creative in the correct dimensions to prevent your ads from appearing in the wrong formats.
Also don’t recommend delivering on the Audience Network or Video Feeds based on our past results, and make sure to not to run on Reels unless you have unique creative for that placement.
Always make sure your creative matches the placement it appears for.
Create the following campaigns in the Meta Ads campaign manager across whichever timeframes are applicable for your account:
Cohort #1: 30-Day Meta Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (30D) | Image | Awareness
- EX: USA | Demo | Remarketing (30D) | Video | Sales
- EX: USA | Social Proof | Remarketing (30D) | Carousel | Traffic
Recommended Objectives:
- Content focus = Awareness, Traffic, Engagement
- Conversion focus = Leads or Sales
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (30D)
- All Facebook page visitors (30D)
- All Instagram page visitors (30D)
- All past event attendees (30D)
- All lead gen form opens and submits (30D)
- All 25-95% video viewers (30D)
- All closed lost contacts (30D)
Recommended Bid Strategies:
- Content focus = Maximize reach of ads, link clicks, engagement, or views
- Conversion focus = Maximize number of conversions or leads
Ads: Product marketing content, social proof, offers (ex: Demo, Trial)
Cohort #2: 90-Day Meta Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (90D) | Image | Awareness
- EX: USA | Demo | Remarketing (90D) | Video | Sales
- EX: USA | Social Proof | Remarketing (90D) | Carousel | Traffic
- EX: USA | Thought Leadership | Remarketing (90D) | Image | Engagement
Recommended Objectives:
- Content focus = Awareness, Traffic, Engagement
- Conversion focus = Leads or Sales
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (90D)
- All Facebook page visitors (90D)
- All Instagram page visitors (90D)
- All past event attendees (90D)
- All lead gen form opens and submits (90D)
- All 25-95% video viewers (90D)
- All closed lost contacts (90D)
Recommended Bid Strategies:
- Content focus = Maximize reach of ads, link clicks, engagement, or views
- Conversion focus = Maximize number of conversions or leads
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
Cohort #3: 180-Day Meta Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (180D) | Image | Awareness
- EX: USA | Demo | Remarketing (180D) | Video | Sales
- EX: USA | Social Proof | Remarketing (180D) | Carousel | Traffic
- EX: USA | Thought Leadership | Remarketing (180D) | Image | Engagement
Recommended Objectives:
- Content focus = Awareness, Traffic, Engagement
- Conversion focus = Leads or Sales
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (180D)
- All Facebook page visitors (180D)
- All Instagram page visitors (180D)
- All past event attendees (180D)
- All lead gen form opens and submits (180D)
- All 25-95% video viewers (180D)
- All closed lost contacts (180D)
Recommended Bid Strategies:
- Content focus = Maximize reach of ads, link clicks, engagement, or views
- Conversion focus = Maximize number of conversions or leads
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
Optional: 30-Day Meta Offer Bouncers Campaign
If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.
Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}
- EX: USA | Demo | Demo Page Bouncers (30D) | Image | Leads
Recommended Objectives:
- Conversion focus = Leads or Sales
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All pricing, demo, trial, and case study bouncers
- All meeting no-shows
Recommended Bid Strategies:
- Conversion focus = Maximize number of conversions or leads
Ads: Offers
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How to Build X (Twitter) Retargeting Campaigns:
With X (Twitter) we don’t have the ability to filter by time frame so we’ll create the following campaigns in the ads manager:
Cohort #1: All Time (Twitter) Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (All Time) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (All Time) | Image | Reach
- EX: USA | Demo | Remarketing (All Time) | Video | Conversions
- EX: USA | Social Proof | Remarketing (All Time) | Carousel | Engagement
- EX: USA | Thought Leadership | Remarketing (All Time) | Image | Reach
Recommended Objectives:
- Content focus = Reach, Video Views, Engagement, Website Traffic
- Conversion focus = Conversions or Keywords
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (All Time)
- All 50-100% video viewers (All Time)
- People who saw your tweets (All Time)
- Followers of your X (Twitter) profile (All Time)
Recommended Bid Strategies:
- Content or conversion focus = Autobid
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
Optional: All Time X (Twitter) Offer Bouncers Campaign
If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.
Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (All Time) | {Ad Type} | {Objective}
- EX: USA | Demo | Demo Page Bouncers (All Time) | Image | Conversions
Recommended Objectives:
- Conversion focus = Conversions or Keywords
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All pricing, demo, trial, and case study bouncers
- All meeting no-shows
Recommended Bid Strategies:
- Content or conversion focus = Autobid
Ads: Offers
How to Build YouTube Retargeting Campaigns:
Create the following campaigns in the YouTube Ads campaign manager across whichever timeframes are applicable for your account:
Cohort #1: 30-Day YouTube Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (30D) | In-Stream | Views
- EX: USA | Demo | Remarketing (30D) | In-Stream | Conversions
- EX: USA | Social Proof | Remarketing (30D) | In-Stream | Views
Recommended Objectives:
- Content focus = Get views
- Conversion focus = Drive conversions
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (30D)
- All YouTube video viewers (30D)
- All YouTube subscribers (30D)
Recommended Bid Strategies:
- Content focus = Max CPV
- Conversion focus = Maximize conversions
Ads: Product marketing content, social proof, offers (ex: Demo, Trial)
Cohort #2: 90-Day YouTube Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (90D) | In-Stream | Views
- EX: USA | Demo | Remarketing (90D) | In-Stream | Conversions
- EX: USA | Social Proof | Remarketing (90D) | In-Stream | Views
- EX: USA | Thought Leadership | Remarketing (90D) | In-Stream | Views
Recommended Objectives:
- Content focus = Get views
- Conversion focus = Drive conversions
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (90D)
- All YouTube video viewers (90D)
- All YouTube subscribers (90D)
Recommended Bid Strategies:
- Content focus = Max CPV
- Conversion focus = Maximize conversions
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
Cohort #3: 180-Day YouTube Retargeting
Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}
- EX: USA | PM Content | Remarketing (180D) | In-Stream | Views
- EX: USA | Demo | Remarketing (180D) | In-Stream | Conversions
- EX: USA | Social Proof | Remarketing (180D) | In-Stream | Views
- EX: USA | Thought Leadership | Remarketing (180D) | In-Stream | Views
Recommended Objectives:
- Content focus = Get views
- Conversion focus = Drive conversions
Recommended Daily Budget: $25-$100/day
Recommended Audiences:
- All website visitors (180D)
- All YouTube video viewers (180D)
- All YouTube subscribers (180D)
Recommended Bid Strategies:
- Content focus = Max CPV
- Conversion focus = Maximize conversions
Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership
Optional: 30-Day YouTube Offer Bouncers Campaign
If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.
Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}
- EX: USA | Demo | Demo Page Bouncers (30D) | In-Stream | Conversions
Recommended Objectives:
- Conversion focus = Drive conversions
Recommended Daily Budget: $25-$100/day
Recommended Audiences (layer titles or function if possible):
- All pricing, demo, trial & case study visits
Recommended Bid Strategies:
- Conversion focus = Maximize conversions
Ads: Offers
B2B Retargeting FAQ
There’s no shortage of questions around implementing successful retargeting campaigns.
We completely understand the complexity (especially when it’s your first time building them).
Here’s 5 of the most common retargeting questions we hear from clients:
How long does it take to build a retargeting audience?
- 7-30+ days depending on monthly engagement or traffic volumes for the retargeting segment you’re trying to build (ex: website visits, video views, post engagement, etc..)
How many channels should you advertise on?
- Focus on one advertising channel at a time when you have a limited budget (ex: < $3,000/month) master it and then expand to other channels over time.
How do you calculate your starting retargeting budget?
- $25-$100/day is a general rule of thumb you can follow as it’s enough to support the average costs per platform and coverage for small retargeting audiences when starting out.
How does retargeting work?
- Leveraging first party and third party data ad platforms are able to track user behavior in-app and out of platform allowing you to remarket to them based on past behavior.
How often do you need to refresh creatives for retargeting?
- A smaller audience size (ex: < 50,000) typically requires more frequent creative refreshes vs a larger one (ex: > 50,000) to prevent ad fatigue. At minimum you should aim to refresh ad creatives on a monthly basis to stay ahead of ad fatigue.
Launch Checklist
We’ve covered quite a bit in this blueprint!
Here’s a checklist we put together to help you easily reference when launching your retargeting campaigns to make sure you don’t forget anything and avoid common pitfalls.
- LinkedIn Retargeting: Launch Checklist
- Meta Retargeting: Launch Checklist
- X (Twitter) Retargeting: Launch Checklist
- YouTube Retargeting: Launch Checklist
Conclusion & Free Courses
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