Reach Prospects at Every Funnel Stage

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Ready for another day of staying ahead of the competition in the Growth race?

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💡 How to Reach Prospects at Every Stage of the Funnel with LinkedIn Ads Retargeting

LinkedIn Ads are not just for discovery. Their real strength lies in retargeting, where you re-engage potential customers and guide them toward conversion. Emily Wood breaks down how to use LinkedIn Ads strategically across each stage of the B2B funnel.

1️⃣ Top of Funnel: Build Awareness and Trust. Your goal here is visibility, not conversion. Retarget users who have lightly engaged with your brand, such as those who watched your videos, shared a post, or visited your website. Use carousel or static ads to share your brand story and maintain awareness over a longer period, ideally 90 days.

2️⃣ Middle of Funnel: Strengthen Credibility. This stage focuses on users who are considering your product but are not yet convinced. Retarget those who viewed pricing pages, opened lead forms without submitting, or joined webinars. Use case studies, testimonials, and ROI calculators within a 30–60 day window to build confidence and reduce hesitation.

3️⃣ Bottom of Funnel: Close the Deal. Now it’s time to target high-intent users. Focus on prospects who visited your demo or contact page. Because this group is smaller, refresh your ad creatives frequently. Use direct CTAs such as “Get Started” or “Book a Demo,” and highlight customer stories that eliminate objections.

4️⃣ Revive Cold Leads: Some leads simply need time. Upload CRM lists of closed-lost opportunities or re-engage past event attendees with updates on new features or success stories. The goal is not to hard-sell but to rebuild trust and remind them why your solution still matters.

The Takeaway

Retargeting on LinkedIn keeps your brand top of mind throughout the buyer’s journey. By tailoring messages to each funnel stage, you move prospects from curiosity to commitment and turn dormant leads into new opportunities.

💡 How Do Meta’s AI-Generated Ad Images Perform

Meta is heavily promoting its AI-generated image tools for advertisers. You can now let Meta create entirely new visuals or simply adjust backgrounds for your existing ads. It sounds impressive, but the real question is whether these AI-generated images actually perform better.

1️⃣ Check the Performance Data: You can analyze results directly using the Creative Breakdown feature. Select Image Generation from the breakdown menu to view separate performance metrics for your original and AI-generated images. This allows you to see exactly how much of your budget Meta allocates to each version and how they compare on conversions or engagement.

2️⃣ What the Results Show: According to Jon Loomer, Meta sometimes allocates over 40% of ad spend to AI-generated variations. In one case, these were only background adjustments, not fully new images, and the cost per conversion was almost identical to the original creative. Small design tweaks may not change outcomes significantly, but they can add variety for testing.

3️⃣ Should You Use Them: Completely AI-generated images often lack authenticity and can feel generic. However, background variation testing can still be valuable for identifying subtle improvements in attention or engagement. Use data to make decisions rather than relying solely on Meta’s automation.

The Takeaway

Meta’s AI ad images can be useful for creative testing, but not a guaranteed performance boost. Keep monitoring results, test small variations, and let performance data guide your creative strategy. The smartest advertisers trust analytics, not algorithms.

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