If you aren’t running retargeting ads, you’re leaving money on the table. BOFU ads are the final nudge that turns warm leads into hot prospects. LinkedIn allows hyper-specific retargeting—pricing page visitors, webinar attendees, or those who opened but didn’t submit Lead Gen Forms.
How BOFU Ads Pay Off
- High ROI: Retargeting audiences convert at higher rates, making BOFU the most cost-effective campaign stage.
- Closing Gaps: Buyers rarely convert on first touch—BOFU ads ensure your brand stays visible during final decision-making.
- Competitive Blocking: Keep leads engaged and prevent them from falling into competitor pipelines.
Strategies for BOFU Ads
At the bottom of the funnel (BOFU), prospects aren’t window shopping – they’re evaluating, comparing, and preparing to make a purchase decision. The goal here isn’t just visibility; it’s precision. You’re addressing lingering doubts, proving ROI, and guiding leads across the finish line.
- Retargeting Video Ads (Customer Testimonials): Showcase how you’ve driven ROI for similar companies.
AJ Wilcox, CEO of B2Linked, has given a clear framework for how to use video ads for retargeting:
“Video ad retargeting allows you to target those based on the percentage of your video ads your prospects have watched.
This includes 25%, 50%, 75%, and 100% of your Video Ads.
Like most other retargeting methods, you can specify a timeframe for how recently prospects engaged with your ad. This includes 30, 60, 90, 180, and 365 days in the past.
Consider those who watch at least 50% of our Video Ads as high-quality prospects.”
- Single Image Ads (Pricing or Feature Comparisons): Lay out exactly why your solution wins.
- Direct Message Ads (InMail): Send demo invites directly to decision-makers.
When I used LinkedIn to hire candidates from our account, I soon got a personalized message asking me to upgrade our LinkedIn premium subscription to attract higher quality candidates.
Justin Rowe, founder of Impactable, talks about how you can also leverage Google ads in your retargeting efforts:
“We’d leverage Google paid search, then retarget and qualify that traffic with LinkedIn retargeting. We would try to get top of the funnel in an array of ways: SEO, paid search, and organic content.
Then, we would leverage LinkedIn retargeting as the main retargeting lever. I believe the main reason it worked is that LinkedIn is the only platform that natively lets you qualify all of your website traffic and just retarget the good fit traffic, unlike Meta and programmatic ads.”
