AdWords Remarketing Agency
An AdWords remarketing agency for B2B companies. Google renamed AdWords to Google Ads in 2018, and we run remarketing across all of it: Search, Display, YouTube and Gmail, plus LinkedIn.
Remarketing for B2B buyers who visit, leave and come back later
Most visitors to a B2B site leave without filling in a form. That doesn't mean they've said no. The average B2B purchase now takes 10.1 months, according to 6sense, and buyers do 61% of that journey before they speak to a seller.
Remarketing keeps your company in front of those buyers while they research. Google Ads records who visited which pages. We turn those visits into lists, such as pricing page visitors or people who started a demo request, and show each list ads that match where they left off.
The same 6sense research found the vendor a buyer prefers at first contact wins four deals in five. Remarketing is how you stay the preferred vendor during the months you can't see.
Why B2B companies need remarketing
B2B buyers research for months before they call anyone. Google's rules decide how long you can follow them and how big a list has to be.
How our Google Ads remarketing works
A senior consultant owns your account. Specialists write the ads and build the pages, and you keep one point of contact.
Audit
Build lists
Launch
Report
What our remarketing services include
Eight parts of one remarketing program, run by the same team.
Search remarketing
Display and Demand Gen remarketing
YouTube remarketing
LinkedIn retargeting
Customer Match
Audience segments
Ad creative
Reporting and testing
Remarketing and retargeting, explained
Five questions B2B teams ask before they hire a remarketing agency.
What an AdWords remarketing agency does
An AdWords remarketing agency sets up the lists, campaigns and ads that bring past visitors back to your site. Since 2018 the product has been called Google Ads, and Google now calls remarketing lists "your data segments". The work is the same.
Most of it happens before an ad runs. The Google tag has to be on every page, conversions have to be tracked, and lists have to be split by what people did. A single "all visitors" list shows the same ad to someone who read one blog post and someone who priced your product.
Remarketing agency or retargeting agency: what's the difference?
The two words mean the same thing in paid media. Google uses "remarketing" and most other platforms use "retargeting". Both show ads to people who visited your site, used your app or are in your customer list.
Email marketers sometimes use remarketing for follow-up emails to past customers. We run that too, as part of email marketing.
Email marketing services →B2B remarketing for long sales cycles
Consumer remarketing often runs for a few days, because most people buy within a week. B2B buying takes months and involves several people. We set list membership to match your sales cycle, up to Google's 540-day limit, and change the message as time passes.
Buying groups matter too. The person who read your pricing page may not sign the contract. LinkedIn retargeting lets us reach other people at the same company by job title.
Remarketing lists for search ads
Remarketing lists for search ads, often shortened to RLSA, apply your lists to Google search campaigns. When a past visitor searches for a term you bid on, you can raise the bid, show a different ad, or bid on broader terms you'd skip for strangers.
For B2B accounts this is often the best-performing kind of remarketing, because the buyer is searching at that moment.
PPC management services →How to choose a remarketing company
Ask how they build lists. A good remarketing company splits visitors by intent and leaves out current customers and job seekers. Then ask what they report. Leads and pipeline tell you whether it worked. Impressions and view-through conversions don't.
Remarketing agency questions
Six questions, specific to Google Ads remarketing.
What is Google Ads remarketing?
Google Ads remarketing shows ads to people who have visited your website, used your app or are in a customer list you uploaded. The ads can appear in Google search results, on YouTube, in Gmail and on websites in Google's Display Network.
What did AdWords remarketing become?
Google renamed AdWords to Google Ads in 2018. Remarketing is still part of it, but Google's help pages now call remarketing lists "your data segments".
How big does a remarketing list need to be?
Google requires at least 100 active users in the last 30 days for a list to serve ads on Search, Display or YouTube. Lower-traffic B2B sites often reach that by using longer membership durations or by combining lists.
How much does a remarketing agency cost?
Remarketing has two costs. Your ad budget is paid to Google or LinkedIn directly, and it's usually smaller than a prospecting budget because the lists are smaller. Our management fee is quoted after a call, once we know your traffic, channels and goals.
Is remarketing the same as retargeting?
Yes. Google calls it remarketing, and LinkedIn, Meta and most ad tech companies call it retargeting. Both show ads to people who already know your company.
How long before remarketing shows results?
New lists can take 48 to 72 hours to fill, according to Google. After that, results depend on your traffic. Most B2B accounts need a month or two of data before cost per lead settles. We report on it every month from the start.