HubSpot Guide to LinkedIn Retargeting

Hubspot users who run B2B campaigns on LinkedIn can generate more qualified leads by combining website data, lead lists, and ad audiences into a focused retargeting strategy that keeps your brand in front of warm prospects.

This guide explains how LinkedIn retargeting works, which audience types to use, and how to structure campaigns for better ROI while aligning your efforts with the style and best practices shown on the original LinkedIn retargeting tutorial from HubSpot’s marketing blog.

What Is LinkedIn Retargeting in a HubSpot Strategy?

Retargeting on LinkedIn allows you to show tailored ads to people who have already interacted with your company. When you incorporate this into a HubSpot-driven funnel, you can move contacts from awareness to decision with relevant campaigns that match their previous behavior.

In practice, you use tracking data and first-party lists to build audiences such as:

• Website visitors who viewed key pages
• Leads who engaged with content but did not convert
• Contacts in your CRM who match a target profile
• People who opened or submitted your lead generation forms

The goal is to follow up with specific, value-based messaging instead of generic brand awareness ads.

Core Retargeting Audience Types for HubSpot Marketers

Before building campaigns, you need to understand which LinkedIn audience options work best for a funnel inspired by HubSpot methodology.

Website Visitor Audiences with HubSpot-style Tracking

Website audiences are built from visitors who land on your site and trigger the LinkedIn Insight Tag. This is similar to how analytics tracking in a HubSpot environment captures page views and sessions.

You can segment these visitors based on:

• Specific URLs viewed (for example, pricing or product demos)
• Time spent on page or engagement level
• Recent visits within a chosen look-back window

These segments then receive ads that mirror their intent. Someone who visited a case study page might see social proof and testimonial ads, while a pricing-page visitor might receive a strong call-to-action to book a demo.

Lead-Form-Based Retargeting Inspired by HubSpot Workflows

LinkedIn allows you to create audiences of users who opened or submitted Lead Gen Forms. In a HubSpot-style funnel, this is similar to moving a contact from subscriber to lead, then to opportunity via workflows.

You can retarget:

• Users who opened a form but did not submit
• Leads who submitted a form but have not booked a meeting
• Prospects who downloaded a specific asset and need a follow-up offer

This lets you nurture people who showed intent but stopped before a key conversion step.

Contact List Audiences Aligned with HubSpot CRM Data

LinkedIn also supports matched audiences created from contact lists. While the original HubSpot LinkedIn retargeting article shows how to build audience segments, you can mirror that logic with properly segmented CSV lists or synced CRM contacts.

These lists might include:

• Event registrants who did not attend
• Trial users approaching the end of their trial
• High-fit accounts identified by your sales team

Each list can power a unique sequence of Sponsored Content, Message Ads, or Conversation Ads targeted precisely to that group.

Step-by-Step: Building LinkedIn Retargeting Campaigns

The original tutorial shows a structured approach that complements how HubSpot marketers typically manage campaigns. Below is a streamlined, platform-agnostic breakdown.

Step 1: Install and Verify the Insight Tag

First, add the LinkedIn Insight Tag across your website so that future visitors can be tracked for retargeting.

1. Generate the Insight Tag from your LinkedIn Campaign Manager account.
2. Place the code in the global header of your website.
3. Use LinkedIn's diagnostic tools to confirm the tag is firing correctly.

This foundation mimics the tracking-first mindset found in any HubSpot-style setup.

Step 2: Define Clear Retargeting Goals

Before building audiences, decide what you want to achieve. Common goals include:

• Driving demos or consultations
• Recovering abandoned lead forms
• Promoting mid-funnel content such as webinars or case studies
• Upselling or cross-selling to existing customers

Your goal will determine which audience type and which creative format you select.

Step 3: Create Website-Based Audiences

To mirror the measurement-focused process you might see in HubSpot reporting, set up multiple audiences based on behavior:

1. All website visitors in the last 30–90 days
2. Visitors to product or service pages
3. Pricing or demo page visitors
4. Blog readers who viewed multiple articles

Use separate ad groups or campaigns for each audience so performance can be compared and optimized.

Step 4: Build Lead-Form and List-Based Audiences

Next, create audiences from LinkedIn Lead Gen Forms and uploaded lists.

• Retarget form openers with ads that remove friction, such as shorter forms or stronger proof.
• Retarget form submitters with next-step offers like trials or product walkthroughs.
• Upload segmented contact lists that reflect lifecycle stages or firmographic fit.

This mirrors how HubSpot workflows push contacts from one lifecycle stage to the next with context-aware messaging.

Step 5: Align Creative and Offers with Each Segment

Once your audiences are in place, match ad content to the intent behind each segment:

• Cold visitors: educational content, checklists, or industry reports.
• Engaged visitors: case studies, comparison guides, or ROI calculators.
• High-intent visitors: demo offers, consultations, or personalized assessments.

Relevance is the key principle driving performance in the HubSpot content model, and it applies equally to LinkedIn retargeting.

Optimization Tips for a HubSpot-Style Retargeting Funnel

To keep campaigns efficient, treat your ads as part of a broader funnel, just as you would when reviewing performance inside a HubSpot dashboard.

Use Frequency and Exclusions Wisely

Limit how often the same user sees your ads and exclude audiences who have already converted. This prevents wasted spend and ad fatigue.

• Exclude contacts who booked meetings or became customers.
• Stop retargeting after a set timeframe if a user remains inactive.
• Rotate new creative regularly to maintain engagement.

Test Formats, Creative, and Offers

Run A/B tests that align with the experiment-based mindset often recommended by HubSpot experts:

• Compare single image ads vs. carousel ads.
• Test different headlines, CTAs, and value propositions.
• Experiment with shorter vs. longer lead forms.

Use performance data to refine your sequences over time.

Measure the Full Funnel Impact

Beyond click-through rate and cost per click, focus on metrics such as:

• Lead quality and close rate
• Cost per qualified opportunity
• Time from first touch to deal creation

This wider perspective matches the revenue-centric analytics approach many HubSpot users prefer.

Combining HubSpot-Inspired Strategy with Expert Support

Implementing LinkedIn retargeting using principles drawn from HubSpot resources is more effective when you pair it with clear tracking and expert optimization. For additional support with technical setup, funnel design, and analytics, you can explore consulting partners such as Consultevo, which focuses on data-driven marketing systems.

By structuring your audiences, creative, and measurement in a disciplined way, your LinkedIn retargeting can mirror the high-performing, full-funnel strategies often showcased in HubSpot playbooks and case studies, turning existing traffic and leads into consistent pipeline growth.

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