You pay to bring people to your website, yet 98% of your visitors leave without converting. Meanwhile, LinkedIn advertising feels expensive for the response it gets. Both problems share a fix: retarget website visitors on LinkedIn, but at the level of the company rather than the cookie.
The logic is simple. A company that has looked at your pricing page is warmer than any company you can find with job title filters. Once you know which company it is, you can reach its decision makers again, including colleagues who never visited your site. You get more from the same traffic and the same budget, because every impression goes to a business that is already looking for what you offer.
This article covers why standard LinkedIn retargeting misses so many visitors, how company-level retargeting works, and which segments deliver the most.
Why standard LinkedIn retargeting misses so many visitors
Most teams start with the LinkedIn Insight Tag. The tag on your website builds an audience of LinkedIn members who visited your pages. It works, but it has three gaps.
Consent. The Insight Tag sets marketing cookies. If a visitor declines your cookie banner, they never enter your audience. Across Europe, that is a sizeable share of your traffic.
One person, not a company. A pixel only remembers the individual who visited. In B2B, one person rarely makes the decision alone. The finance director who has to sign off may never have seen your website.
No filter. A website audience contains everyone: students, job seekers, competitors and existing customers. You pay for impressions served to people who will never buy from you.
There is a wider problem too. Many B2B companies use exactly the same LinkedIn targeting on job function and industry, so everyone ends up reaching the same people with similar messages. If you know who is visiting your website, you have an audience a competitor cannot copy.
That audience still needs a solid campaign behind it. If your basics are not in place yet, start with how to handle LinkedIn advertising within B2B.
How company-level retargeting works
Company-level retargeting turns the order around. You do not start with a cookie. You start with the business behind the visit, in four moves:
- Identify. Website visitor identification links the visit to a company. Leadinfo offers 100% company identification without cookies, so a declined cookie banner does not take a company out of view.
- Filter. You decide which companies are worth the spend: those that match your ICP on industry, size and region, and that show relevant behaviour such as repeat visits or a look at your pricing page.
- Push. Those companies go to LinkedIn Matched Audiences as a company list. LinkedIn matches the list to company pages and to the members who work there.
- Refine. Within those companies, you choose in LinkedIn which job functions to reach, for example marketing, finance or the leadership team.
The difference with pixel retargeting is significant. You reach not just the visitor, but the buying committee of a company that has shown real interest. And none of your budget goes to companies outside your ICP.
It also answers a question UK marketers raise often: how do you follow up without it feeling intrusive? An ad aimed at a company’s decision makers is a lighter touch than a personal message referring to someone’s visit.
Because you work at company level, you do not need personal data about the visitor. Leadinfo identifies businesses, not individuals, and is fully GDPR-compliant with no personal data collected. It relies on legitimate interest and is EU-hosted in Ireland and Frankfurt. For the technical detail, read about identifying website visitors without cookies.
How to retarget website visitors on LinkedIn in 5 steps
Step 1: Define your ICP. Which industries, company sizes and regions? The sharper your definition, the less budget you spend on impressions that will never convert.
Step 2: Pick the pages that signal intent. A blog visit means something different from a visit to your pricing, demo or comparison pages. These signals that a website visitor is ready to buy will help you choose.
Step 3: Build segments with labels or triggers. Set the rule that puts a company into a segment. For example: matches your ICP and viewed your pricing page twice this month. That way your audience is an agreed definition, not a one-off snapshot.
Step 4: Connect your segments to LinkedIn. On Leadinfo’s Scale package you push an audience to LinkedIn manually. On Pro this happens automatically, so the list stays up to date. For a ready-made setup, use the low-touch website visit retargeting template.
Step 5: Write a message per segment and measure at company level. Look beyond clicks at which companies return to your site after the campaign. Keep LinkedIn’s minimum audience size in mind: a segment that is too narrow will not run, so combine small segments into a broader list.
Four segments that work well on LinkedIn
Not every visit deserves the same ad. These four segments tend to deliver the most.
Pricing and demo visitors who did not convert. This is your warmest segment. Show proof or a concrete offer here, not an introduction to who you are.
Returning ICP companies. Companies that come back over several weeks are in the middle of their research. A practical guide or webinar works better here than a hard call to action.
Companies in an open deal. Show your brand to the wider buying committee while sales is in conversation. You plant the seed with people who were never at the table, so the decision maker recognises your name when the proposal lands on their desk.
Existing customers. Take them out of your acquisition campaigns, but do not throw the signal away. A customer browsing product pages beyond their current plan is an upsell opportunity that deserves its own message.
Creditsafe combines this with sales follow-up. Triggers tell the account manager which company is active, and the same companies then see LinkedIn ads. Read how Creditsafe uses Leadinfo for the full approach.
LinkedIn is one channel in a bigger picture. To look beyond it, read about B2B retargeting for each stage of the sales funnel.
Getting started
LinkedIn does not have to be expensive for little response, as long as your budget goes to companies that already know you. Start small tomorrow. Pick one page that signals buying intent, usually your pricing page, and note which companies visited it in the past month. Put that list next to your ICP and remove anything that does not fit. What remains is your first LinkedIn segment. Leadinfo makes that step repeatable: it identifies the companies, filters them on your ICP and sends them to LinkedIn as an audience. Book a demo and see in one conversation which companies you could retarget today.
Frequently asked questions
Can you retarget website visitors on LinkedIn without cookies?
Yes, if you work at company level. The Insight Tag needs cookie consent, but a company list does not. You identify the business behind the visit, filter on your ICP and upload the list as a Matched Audience. LinkedIn then shows your ads to employees of those companies, without you processing personal data about the visitor.
What is the difference between the Insight Tag and a company list?
The Insight Tag builds an audience of individual LinkedIn members who visited your site and accepted cookies. A company list contains businesses. That lets you reach the visitor’s colleagues too, such as the decision maker who never came to your site. For B2B purchases with several people involved, it is usually the stronger foundation.
How large does a LinkedIn audience need to be?
LinkedIn applies a minimum audience size before a campaign can run. A list of a handful of companies often falls short, especially if you also filter on job function. Combine narrow segments, look back over a longer period or loosen your job function filter until the audience is large enough.
Should I exclude existing customers from retargeting?
Exclude them from acquisition campaigns, but not from everything. Give existing customers their own segment with its own message, for instance about features they do not use yet. That stops a customer seeing an introductory ad, and lets you use the same website signal for upselling and retention.
Which Leadinfo package do I need for LinkedIn Audiences?
LinkedIn Audiences is included in the Scale package, where you push audiences to your LinkedIn Ads account manually. On the Pro package this happens automatically, so your list moves with the companies visiting your site. Beyond that, the right package depends on how many companies you want to identify each month.
