Retargeting funnel: ads at every funnel step
Retargeting isn't one campaign - it's one campaign per funnel step. Each audience gets its own creative, its own offer, and its own exclusion logic. Critical for B2B SaaS where audiences are small and ad fatigue hits fast.
What good looks like.
Each stage. What it does. How it's built.
Visitor (no opt-in)
Audience 1: visited the sales page but didn't opt in. Creative: testimonial + lead magnet.
Opt-in (no buy)
Audience 2: opted in but didn't buy tripwire. Creative: tripwire-specific value prop.
Tripwire buyer
Audience 3: bought tripwire but didn't take core offer. Creative: case study + core offer demo.
Core offer (no upsell)
Audience 4: bought core offer but skipped OTO. Creative: OTO bundle + bonus.
All-paid customers
Audience 5: lookalike seed for cold prospecting. Exclude from all retargeting pools.
When to use it
- You're running paid ads to any of the funnels above.
- Your funnel has 3+ steps where users can drop off.
- Your audience is small enough that cold-only burns out fast.
Common pitfalls
- ×One catchall retargeting campaign - wastes spend on already-converted users.
- ×Same creative for every audience - fatigues in 7 days at B2B scale.
- ×No exclusion logic - paying to retarget your own customers.
We've shipped this 14+ times.
Bring us your ICP and offer. We'll deploy this funnel - adapted, calibrated, and live in 21 days. Subscription + AI credits, no long-term lock-in.
Free Pipeline Audit