So, you want to get more out of your ad budget and stop letting good leads slip away. If you’re running B2B campaigns, chances are you’ve heard about multi-channel remarketing, but maybe you’re not sure where to start—or if it’s actually worth the effort.
This guide is for anyone who’s responsible for demand gen, paid media, or just sick of seeing their best prospects vanish after one click. We’ll cut the fluff and get into exactly how to use Kwanzoo to set up real, multi-channel remarketing that actually moves the needle. No mysticism—just what works, what doesn’t, and how to avoid common traps.
Why multi-channel remarketing (actually) matters
Here’s the truth: most B2B buyers don’t convert on the first visit, or even the fifth. They bounce between LinkedIn, your website, competitor sites, and maybe even actual work. If you’re only running retargeting on one channel (say, just Google or just LinkedIn), you’re missing a ton of chances to show up when it counts.
Multi-channel remarketing just means following your prospects across more than one platform—web, display, social, and even email—so your brand sticks with them no matter where they go. When done right, it can:
- Drastically increase the number of “touches” with your best-fit prospects.
- Keep your brand top-of-mind during long, complex sales cycles.
- Give you second (and third) chances to convert people who weren’t ready the first time.
But let’s be clear: just spraying ads everywhere isn’t the goal. The real trick is setting up smart, coordinated campaigns that actually reflect where your prospects are in their buying journey.
Step 1: Get your basics sorted
Before you even log into Kwanzoo, make sure you’ve got your foundation in place.
1. Know your audience
If your targeting is fuzzy, multi-channel remarketing is just going to waste money faster. Get clear on:
- Who your high-value audiences are (job titles, companies, industries).
- Which pages or assets actually signal buying intent.
- Which channels your audience actually uses (hint: not everyone lives on LinkedIn).
Pro tip: If you can, sync with your sales team on what a “hot” lead actually looks like. You’ll build better segments and avoid chasing tire-kickers.
2. Get your pixels and tracking in order
You need to be able to track who’s visiting what, or none of this will work. Make sure:
- Your website has the core tracking pixels installed (Google Ads, LinkedIn Insight Tag, Facebook Pixel, etc.).
- You can segment your site traffic (by product, solution, or funnel stage).
- Cookies and privacy pop-ups aren’t breaking your tracking.
Honest take: If you can’t track it, don’t bother remarketing. You’ll just be flying blind.
Step 2: Set up Kwanzoo for multi-channel remarketing
This is where Kwanzoo actually helps—wrangling all those different ad platforms and audiences into one place.
1. Connect your ad accounts
Log into your Kwanzoo dashboard and connect all the ad accounts you plan to remarket on. Typically, this means:
- Google Ads (for display and YouTube)
- LinkedIn Ads
- Facebook/Instagram Ads
- Possibly others, like Microsoft Ads
Gotchas to watch: Each platform has its own approval quirks and privacy rules. Make sure you have admin access and double-check that Kwanzoo can pull in your audiences.
2. Import or build your audience segments
Kwanzoo lets you import audience lists from your CRM, marketing automation, or you can build new ones based on site behavior.
- Upload CRM lists: Target past leads, current accounts, or lost opportunities.
- Behavioral segments: Build audiences based on which pages people visited, forms they filled, or products they viewed.
- Account-based audiences: Upload lists of target companies for true ABM-style remarketing.
What actually works: The most effective remarketing campaigns usually target people who showed clear intent (pricing page, demo request, or repeat visits). Broad “all site visitors” audiences are a waste of budget—get specific.
3. Map audiences to channels
Here’s where most folks get lazy. Don’t just blast the same list everywhere. Map your audiences to the channels where they’re most likely to engage.
- C-level execs? LinkedIn and display.
- Practitioners? Facebook and Google Display.
- Existing leads? Try email remarketing or custom audiences.
Reality check: The same message won’t work everywhere. LinkedIn is for thought leadership and high-value offers. Display is for reminders and brand reinforcement. Don’t copy-paste creative between platforms.
Step 3: Build and launch your campaigns
Now you’re ready to actually build out your multi-channel remarketing. This is where you can get creative—but don’t get carried away.
1. Create channel-specific ads
- LinkedIn: Use Sponsored Content or Message Ads. Focus on value-heavy offers—case studies, webinars, or analyst reports.
- Google Display: Keep it simple. Reminders, “See what you missed,” or direct calls to action.
- Facebook/Instagram: Eye-catching visuals, testimonials, or quick explainer videos.
- YouTube: Short, snappy video ads work best. Don’t try to teach the whole product—just spark interest.
Pro tip: Set frequency caps. Nobody wants to see your ad 20 times a day.
2. Coordinate your messaging
The whole point of multi-channel is that your ads “follow” the user, but don’t annoy them. Sequence your ads, so they tell a story:
- First touch: Reminder of what they saw on your site.
- Second touch: Social proof (logos, testimonials, stats).
- Third touch: Strong CTA (demo, trial, download).
Don’t fall for: “Omnichannel personalization” hype. Yes, it’s great in theory, but most buyers just want relevance, not creepy hyper-targeting.
3. Set budgets and bids (realistically)
Don’t spread your budget too thin. Start with your highest-value audience on the channel where they’re most active. Only expand once you see results.
- Monitor cost per conversion, not just clicks.
- Pause underperforming channels quickly—don’t wait for a “statistically significant” result if it’s clearly tanking.
- Reinvest in what works, dump what doesn’t.
Step 4: Measure, optimize, and avoid the usual traps
Remarketing isn’t set-and-forget. The biggest wins usually come from ongoing tweaks.
1. Track real outcomes
It’s easy to get distracted by impressions and clicks. Ignore them. Focus on:
- Conversions (demos, trials, meetings booked)
- Pipeline influence (did remarketing actually lead to sales conversations?)
- Cost per qualified lead, not just MQLs
If you can, use Kwanzoo’s reporting to see cross-channel impact—not just platform-by-platform.
2. Test, but don’t overcomplicate
- Test creative and offers, but keep it manageable (one or two variables at a time).
- Rotate ads every few weeks—banner blindness is real.
- If you’re not getting results after a month, try a new audience or channel, don’t just tweak colors.
3. Watch out for these common mistakes
- Overlapping audiences: Don’t hit the same people with three different ads on the same day.
- Ignoring mobile: Many B2B buyers research on their phone. Make sure your creative and landing pages work everywhere.
- Privacy headaches: Retargeting is getting trickier with privacy laws. Make sure you’re compliant—ask your legal team if you’re not sure.
Wrapping up: Start simple, iterate often
Multi-channel remarketing can absolutely boost your conversion rates—if you do it thoughtfully. But don’t over-engineer it out of the gate. Start with your hottest audience on one or two channels, see what actually gets results, and build from there.
The best campaigns are the ones you actually launch, not the ones you plan for months. Set up your tracking, pick your channels, and get your first campaigns running. Once you see what works, keep testing and refining. And don’t let anyone convince you that more complexity always equals better performance—it rarely does.
Keep it real, keep it simple, and keep following up. Your future customers will thank you (eventually).