Book More Meetings by Using Structured Retargeting Ads

By using structured retargeting ads with a mix of thought leader images + videos, Justin Rowe booked 150+ meetings.

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TL;DR

• The company: Impactable – B2B LinkedIn Ad Agency.
• The goal: More meetings, lower cost.
• The tactic: Structured retargeting ads with a mix of thought leader image + video, YouTube channel promotion and guest post features with decreasing frequency.
• The result: 150+ meetings booked for $150-190 each.

What’s the fast marketing tactic?

Impactable runs cold ads to drive targeted traffic to their homepage (not a lead gen form).

The goal is not to book meetings. 

(They know people don’t impulse buy B2B business services after clicking on one ad.)

it’s to build retargeting audiences.

Here are their main cold traffic channels:

• Google search
• SEO
• Linkedin organic
• Paid listings (Clutch)
• LinkedIn Cold Ads

They then structure a “retargeting ladder” to ensure that cold visitors are exposed to various information, in the right order, at different intensities.

Here’s the ladder:

• 30 days – High intensity – Build trust
• 90-day – Medium intensity – Show expertise
• 180-day – Low intensity – Light nurture

And their exact retargeting framework:

At first, when just looking at the “Cold Layer”, it seems like they’re losing money, or at least not profitable on LinkedIn Ads.

But then you look at the “Retargeting Layer” 🤑

Let’s get a little more granular, here are some ad examples for each layer:

30 days – High intensity – Build trust

90-day – Medium intensity – Show expertise

180 day – Low intensity – Light nurture

What was the result?

Impactable is booking 150 meetings per month, for $150-190 per meeting.

Why does it work?

People don’t binge buy high ticket B2B services, they need and want to go on a journey with you… automate this journey through sequenced retargeting.

Doing so will give your prospect the information they need to take the next step down your funnel.

Don’t try to sell your B2B service/software like a self-help journal from a TikTok Shop.

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