Google Ads Remarketing Campaign Setup Guide for B2B Lead Generation

As a B2B marketing manager, you’re constantly looking for ways to drive quality leads and nurture relationships with potential clients. One of the most effective and often underutilized strategies for achieving this is remarketing. Remarketing allows you to reconnect with individuals who have already engaged with your website, content, or ads, but haven’t yet converted into a lead.

This targeted approach helps keep your business top of mind for prospects who’ve shown interest, increasing the chances of conversion over time. Whether you’re looking to re-engage website visitors or connect with past leads, remarketing offers a cost-effective way to maximize your existing audience and drive stronger business outcomes. If you’re new to remarketing, this guide will help you understand its key benefits and how to set up successful campaigns for your B2B lead-generation efforts.

1. Standard Remarketing Campaign (Display Network)

Summary:
Target previous website visitors with display ads to encourage them to return and complete a lead-generation action (like filling out a form). You can optimize for different devices (desktop, mobile, tablet) to increase your reach and performance.

Quick Setup:

• Ad Type: Display ads (image or responsive).
• Remarketing Tag: Install the Google Ads remarketing tag across your website.
• Audience Lists: Create lists based on:
  • Visitors who viewed specific service pages.
  • Visitors who started but didn’t complete a form.
  • Visitors who spent time on high-value pages (e.g., contact or pricing).
• Frequency Caps: Set limits to prevent ad fatigue.
• Device Targeting:
  • Create Separate Campaigns for different device types (desktop, mobile, tablet) to tailor your approach. For example, use more urgent CTAs like “Call Now” for mobile devices and more detailed messaging for desktop users.
  • Adjust your bid adjustments for devices based on performance (e.g., increase bids for mobile if it generates better conversions).
• Bidding:
  • Avoid Maximize Clicks for display campaigns—this bidding strategy is more suited for traffic generation but not optimal for lead conversion.
  • Use Manual CPC if you want more control over your bids or Maximize Conversions to optimize for the best possible lead generation performance.

2. Dynamic Remarketing Campaign (Display Network)

Summary:
Show personalized, dynamic ads based on specific services or pages the user interacted with. You can create lists using business data to target specific pages or content.

Quick Setup:

• Ad Type: Dynamic display ads that pull in specific details (service names, offers) based on the page a user visited.
• Remarketing Tag: Install the dynamic remarketing tag on your website to track user behavior.
• Audience Lists: Create lists of users who visited:
  • Specific service pages.
  • Landing pages for offers or resources (e.g., free consultation or ebook download).
• Business Data: Use your business data to create a list of pages to target based on your service offerings or content.
• Bidding: Use Target CPA or Maximize Conversions for optimizing lead generation.
• Feed: If applicable, use a custom feed that contains the relevant services or resources you want to show to users.

3. Remarketing Lists for Search Ads (RLSA) (Search Network)

Summary:
Target users who have visited your site previously and are now searching for related keywords on Google. This allows you to engage them when they show high intent in search.

Quick Setup:

• Ad Type: Search ads triggered by relevant keywords.
• Audience Lists: Create lists for visitors who:
  • Engaged with high-conversion pages (e.g., contact forms or service overview pages).
  • Started a form but didn’t submit it.
• Search Campaign: Set up a Search Campaign using relevant keywords and target your remarketing lists.
• Bid Adjustments: Increase bids for remarketing lists with higher conversion intent.
• Negative Keywords: Refine negative keywords to prevent irrelevant traffic.

4. Video Remarketing Campaign (YouTube & Google Display Network)

Summary:
Target users who have engaged with your YouTube videos or channel, and encourage them to take the next step toward becoming a lead (e.g., filling out a form, requesting more info).

Quick Setup:

• Ad Type: TrueView In-Stream Ads (skippable video ads) or TrueView Discovery Ads.
• Audience Lists: Target users based on:
  • Specific videos watched (related to your services).
  • Engagement with your channel (comments, likes, subscriptions).
• Bidding: Use Target CPA or Maximize Conversions to optimize for lead generation.
• Lead Form Extensions (Optional): Add Lead Form Extensions to video ads for direct form submission within the YouTube platform.

5. Customer List Remarketing Campaign (Display or Search Network)

Summary:
Upload customer or prospect data (e.g., email addresses) and target them with tailored ads across Google’s platforms to convert them into leads.

Quick Setup:

• Ad Type: Use either Display or Search Campaigns depending on your goal.
• Customer Data: Upload lists of email addresses, phone numbers, or other identifiers (ensure compliance with privacy regulations).
• Ad Personalization: Tailor the ads based on past interactions (e.g., “We noticed you requested information about our services—let’s continue the conversation!”).
• Bidding: Use Target CPA or Maximize Conversions to focus on lead generation.

6. Smart Remarketing Campaign (Display Network)

Summary:
Leverage Google’s machine learning to automatically optimize ads and audience targeting for the highest-converting segments, with minimal manual effort.

Quick Setup:

• Ad Type: Google will dynamically create ads using your provided assets (images, text, and video).
• Audience Lists: Automatically generated based on Google’s insights and previous audience behavior.
• Bidding: Use Target CPA or Maximize Conversions for automated lead generation optimization.
• Asset Upload: Upload your creative assets (images, video, headlines, descriptions) and let Google optimize the rest.

General Tips for All Campaign Types:

• Ad Creatives: Make sure every ad features a clear call-to-action (CTA) like “Request a Free Consultation,” “Download Now,” or “Get Your Quote.”
• Monitor & Optimize: Regularly check key metrics (CTR, conversion rate, cost per lead) and adjust targeting, bids, and ad creatives as needed.
• Audience Segmentation: Use behavior-based audience lists to target the most relevant leads (e.g., form starters, content downloaders).
• Frequency Caps: Implement frequency caps across all campaigns to avoid overwhelming users with too many impressions.

Summary

Remarketing campaigns are a powerful way to re-engage website visitors and drive high-quality leads for your business. By leveraging Google Ads’ targeting and bidding strategies, you can efficiently maximize your return on investment (ROI) while reaching the right audience across multiple platforms. From Standard Remarketing to Dynamic Remarketing, Smart Campaigns, and Video Ads, you have the tools to optimize your lead generation efforts.

Ready to take your remarketing campaigns to the next level?
If you need help setting up or managing your Google Ads remarketing campaigns, I am here to assist. Contact me today to learn more about my Google Ads management services and how I can help you optimize your lead generation strategy!

Sources:

Search Engine Land

PPC Hero

Google Ads Help