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What is the Right Frequency Cap in B2B Advertising?

Optimizing Frequency Capping for the B2B Buyer Journey

B2B marketing demands a measured, data-driven approach to advertising. Unlike B2C, where quick, impulse-driven purchases are common, B2B decision-making involves multiple stakeholders, longer evaluation cycles, and high-ticket investments. Buyers don’t convert after one ad exposure—they require sustained engagement across different channels, timed strategically to support awareness, consideration, and conversion.

This makes frequency in ad exposure a crucial factor in digital advertising performance. Excessive exposure leads to ad fatigue, wasted impressions, and diminishing returns. On the other hand, insufficient exposure results in missed opportunities, making your brand forgettable amidst competitors. Striking the right balance means understanding how often decision-makers should see your ad based on intent signals, engagement patterns, and channel dynamics.

What is frequency capping?

How Frequency Capping Powers B2B Advertising Efficiency

By leveraging AI-driven programmatic platforms like DV360 and other DSPs, marketers can dynamically adjust ad exposure in real-time, ensuring optimal visibility without redundancy. Combining first-party CRM data with third-party intent data from providers like Bombora, businesses can prioritize high-intent buyers and suppress audiences that have already engaged or converted.

A well-executed strategy:

  • Enhances Precision – Uses real-time engagement data to optimize ad delivery
  • Aligns with Buyer Intent – Adjusts exposure dynamically across different funnel stages
  • Prevents Waste – Limits unnecessary impressions, maximizing ad efficiency
  • Strengthens Cross-Channel Performance – Ensures LinkedIn, programmatic, search, and display ads work cohesively.

With AI-powered automation, businesses can continuously refine frequency caps, ensuring that marketing investments drive impact rather than excess.

Why Frequency Capping is Critical for B2B Marketers

Avoiding ad fatigue and optimizing spend while ensuring consistent brand recall in long sales cycles

B2B marketing operates on longer decision-making cycles, multiple stakeholders, and higher price points. Unlike B2C, where impulse buys can be triggered by repeated exposure, B2B buyers require a measured, strategic approach. This is where frequency capping plays a pivotal role.

When ads appear too frequently, prospects experience ad fatigue, leading to declining engagement rates and wasted impressions. On the flip side, if frequency is too low, your brand might not stay top of mind throughout the buyer’s journey.

An optimal frequency cap strategy ensures that your ads are seen often enough to reinforce brand awareness but not so often that they become intrusive or annoying. This balance helps:

  • Improve engagement: Avoid ad saturation and keep potential buyers interested.
  • Optimize ad spend: Reduce wasted impressions and allocate budget to new audiences.
  • Enhance brand perception: Repeated exposure at the right intervals builds trust without overwhelming decision-makers.

Why Frequency Capping is Not a Factor in PPC Search Campaigns

When it comes to Google Search Ads, ad frequency regulation is not a direct concern the way it is in display, video, or social campaigns. Unlike display advertising—where ads are passively consumed and repeated exposure can lead to ad fatigue—search ads are triggered by user intent, meaning they appear only when potential buyers are actively looking for solutions.

Why ad frequency regulation is unnecessary in search ads

  1. Search Ads Are Intent-Driven
    Unlike display or remarketing ads, search ads only appear when users actively type relevant queries. This means repeated impressions are driven by user behavior rather than forced ad exposure.
  2. Google Automatically Optimizes Delivery
    Google Ads uses auction-based bidding to determine ad placements. If a user repeatedly searches for a keyword, Google’s algorithms prioritize ad relevance and bidding strategy over fixed frequency rules.
  3. User-Controlled Visibility
    Since search ads depend on queries, frequency is naturally self-regulating. Users who don’t find an ad relevant may refine their search terms, click on organic results, or ignore the ad altogether.
  4. Avoiding Wasted Impressions Through Smart Bidding
    While frequency caps aren’t needed, you can still prevent wasted spend and excessive impressions by:
    • Adjusting bid strategies (e.g., Maximize Conversions to prioritize users most likely to take action).
    • Excluding past converters to avoid showing ads to users who have already completed a desired action.
    • Implementing audience exclusions to filter out users who consistently see but ignore the ad.
  5. Managing Ad Fatigue Through Ad Variations
    If a high-intent audience sees the same ad repeatedly, A/B testing different headlines, descriptions, and CTAs can improve engagement without artificial frequency limits.

LinkedIn Advertising: The B2B Platform

Preventing ad burnout while maintaining engagement with decision-makers and enterprise buyers.

LinkedIn is the go-to platform for B2B advertising, offering unmatched targeting precision for decision-makers. However, due to its smaller audience pool and premium CPMs, Ad frequency regulation is critical to maintaining performance.

Why LinkedIn Requires a Unique Frequency Strategy

  • Audience Fatigue Sets in Faster: Since LinkedIn’s professional audience is highly targeted, users notice ad repetition quicker than on broader platforms like Facebook.
  • High CPM Costs Demand Efficiency: Every impression costs more, so controlling exposure is key to maximizing ROI.
  • Longer Sales Cycles Need Sustained Engagement: Unlike B2C, where quick conversions happen, B2B buyers need ongoing touchpoints without being overwhelmed.

Best Practices for Ad Frequency Regulation on LinkedIn Ads

  1. Sponsored Content & Carousel Ads
    • Awareness campaigns: 3–5 impressions per week per user
    • Retargeting campaigns: 5–8 impressions per month
    • Account-based marketing (ABM): Lower frequency but higher engagement (2–4 impressions per week)
  2. Message Ads & Conversation Ads
    • Due to LinkedIn’s inbox-focused format, frequency must be tightly controlled to prevent user irritation.
    • Best practice: Cap at 1–2 message ads per month per user.
  3. LinkedIn Video Ads
    • B2B video content tends to have higher engagement, so 5–7 impressions per week can be effective.
    • Ensure varied creative formats (long-form explainer, testimonial snippets, product demos) to prevent repetition.
  4. Dynamic Ads & Text Ads
    • Best for retargeting and lower-funnel engagement.
    • Frequency cap: 2–3 impressions per week (these ads are highly visible and can feel intrusive if overused).

How to Optimize LinkedIn Frequency Capping for Better ROI

  • Monitor CTR & engagement rates: A drop in CTR often signals ad fatigue, meaning frequency should be adjusted.
  • Rotate creatives regularly: Use multiple ad variations to keep content fresh.

Leverage audience exclusions: Exclude engaged users from seeing the same ads too frequently.

Programmatic Display & Native: Ad Exposure Limits

Optimizing Frequency Capping for Programmatic Display & Native Advertising

Programmatic display and native advertising provide scalable reach for B2B marketers, allowing precise targeting and dynamic optimization. However, without effective ad exposure management, campaigns risk wasting impressions, driving up costs, and causing audience fatigue.

As The Trade Desk highlights:

“There is no one-size-fits-all approach—each campaign’s optimal frequency will depend on the advertiser’s product or service, creative, desired outcome, ad environment, and targeting strategies.”

Platforms like DV360 (Google’s Display & Video 360) offer sophisticated frequency management tools that allow advertisers to set exposure limits across different channels, helping balance reach and engagement.

The Role of First-Party and Third-Party Data in Frequency Optimization

To avoid banner blindness while ensuring meaningful engagement, advertisers should leverage both first-party and third-party data for frequency capping.

  • First-party data (e.g., CRM insights, site visits, and email interactions) can help refine retargeting strategies, ensuring that users receive just enough exposure without becoming overwhelmed.

Third-party intent data from providers like Bombora can enhance targeting precision, allowing advertisers to reach decision-makers who are actively researching relevant solutions. By layering Bombora’s intent data with DV360’s frequency controls, marketers can prioritize high-intent audiences while reducing wasted impressions.

Setting the Right Frequency Cap for Programmatic Display & Native

Defining optimal frequency levels depends on campaign objectives and buyer intent:

Display & Native CampaignsRecommended Frequency Cap
Brand awareness5-7 impressions per week per user
Re-targeting3-5 impressions per week per user
ABM & high-intent targeting2-4 impressions per week per user

While brand awareness campaigns require higher exposure to establish recognition, ABM and high-intent targeting demand more controlled frequency to avoid over-saturation among decision-makers.

Best Practices for Optimizing Programmatic Frequency Capping

Segment Audiences by Funnel Stage

  • Top-of-funnel prospects may need higher exposure to establish brand recognition.
  • Mid-to-lower funnel audiences benefit from controlled frequency caps to maintain engagement without redundancy.

Leverage Dynamic Creative Rotation

  • Refreshing ad creatives help prevent fatigue while keeping messaging relevant.
  • Programmatic platforms like DV360 allow for AI-driven creative rotation, ensuring optimal variations are served.

Monitor Engagement Metrics & Adjust in Real Time

  • A rising bounce rate or declining CTR often signals overexposure—indicating a need to reduce frequency caps.

Use DV360’s audience insights and Bombora’s intent signal to dynamically adjust exposure based on real-time engagement data.

Programmatic Video & CTV: Optimizing Ad Frequency in High-Impact Environments

Video and Connected TV (CTV) are high-engagement formats that command attention—but they also run the risk of oversaturation if frequency isn’t carefully managed. Unlike static display ads, repeated video exposure can quickly lead to viewer annoyance, impacting brand perception.

Optimal Frequency Caps for Video & CTV

Video & CTV CampaignsRecommended Frequency Cap
Brand awareness4-6 exposures per week per user
Mid-funnel engagement campaigns2-4 exposures per week per user
Re=targeting 3-5 exposures per month to avoid excessive repitition

Best Practices for Video & CTV Frequency Management

  • Cap video ad frequency at 1–2 views per day per user.
  • Use sequential storytelling: Instead of repeating the same ad, create a series of videos that progress through different messages.
  • Leverage skippable formats: Platforms like YouTube and CTV allow for viewer choice—giving users more control reduces negative perception.

The Role of Impression Pacing in Audio Advertising for B2B

Digital audio and podcasts are growing channels for B2B marketing, offering an opportunity to reach decision-makers in an immersive, distraction-free environment. However, audio ads rely heavily on repetition to drive recall—making Impression pacing a key performance factor.

Frequency Cap Guidelines for Digital Audio & Podcasts

  • General brand awareness campaigns: 3–5 exposures per listener per week.
  • Retargeting with audio ads: 1–2 exposures per day to reinforce messaging.

Optimizing Audio Ad Frequency for Maximum Effectiveness

  • Use a mix of formats: Sponsored segments, pre-roll, and mid-roll placements should be balanced to avoid overexposure.
  • Personalize messaging: Dynamic creative optimization (DCO) can tailor ads based on user data, making repeat exposure more relevant.
  • Adjust based on listener behavior: A high skip rate or drop-off can signal the need to lower frequency.

With well-calibrated frequency controls, B2B audio ads can deliver consistent brand messaging without overwhelming audiences.

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The Impact of Frequency Capping on ABM & Retargeting Campaigns

Account-based marketing (ABM) and retargeting campaigns require precise frequency control to balance visibility and engagement with decision-makers. Overexposure can alienate high-value prospects, while underexposure may fail to drive action.

ABM & Retargeting Frequency Cap Best Practices

  • ABM campaigns: 3–5 impressions per account per week to maintain presence without spamming.
  • High-value retargeting: 5–7 impressions per user per month, ensuring steady engagement across different ad creatives.
  • Late-stage nurturing: 2–3 impressions per week, focusing on reinforcing key benefits rather than aggressive remarketing.

How to Optimize Frequency for ABM & Retargeting

  • Segment audiences by intent: Lower frequency for early-stage leads, higher for decision-stage prospects.
  • Use cross-channel retargeting: Combine LinkedIn, display, and email retargeting for seamless engagement without overloading one channel.
  • Monitor conversion impact: If CTR declines after repeated exposure, rotate creatives or reduce frequency.

By strategically managing frequency caps, ABM and retargeting campaigns can increase engagement without causing ad fatigue among high-value accounts.

Data-Driven Freq Capping: AI, Automation, and Real-Time Adjustments

How AI-powered insights can help fine-tune frequency caps based on engagement and conversion data

Modern B2B marketing demands real-time optimization, and AI-powered frequency capping ensures ads are served at the right time, to the right audience, at the right frequency.

How AI Can be Used

  • Dynamic Adjustments: AI analyzes real-time engagement signals (clicks, conversions, site visits) and adjusts frequency caps accordingly.
  • Predictive Modeling: Machine learning forecasts when a prospect is likely to convert, ensuring optimal ad exposure without redundancy.
  • Cross-Platform Frequency Control: AI can synchronize ad exposure across LinkedIn, Google Ads, and programmatic DSPs to prevent overexposure on a single platform.

AI-Driven Capping in Action

  • Example 1: A SaaS company sees diminishing returns after 6 impressions—AI reduces exposure and reallocates budget to new prospects.
  • Example 2: A LinkedIn ABM campaign detects a user engaging with a whitepaper—AI increases ad frequency only for that user while reducing it for others.

By leveraging AI and automation, B2B marketers can implement adaptive frequency caps that optimize spend and improve engagement without manual guesswork.

Benchmarking Frequency Caps: How Often Should B2B Buyers See Your Ad?

Industry best practices for SaaS, IT, and enterprise campaigns—when to cap and when to scale

The right frequency cap for B2B campaigns depends on industry norms, sales cycles, and target audience behavior. Overexposure leads to fatigue, while underexposure reduces brand recall.

Industry-Specific Frequency Cap Benchmarks

B2B frequency capping by industry

Key Insights for B2B Impression pacing

  • Shorter sales cycles (SaaS, IT security): Higher frequency is effective for rapid engagement.
  • Longer sales cycles (ERP, enterprise tech): Lower, sustained exposure prevents fatigue and builds credibility.
  • Retargeting needs balance: Too much exposure can frustrate decision-makers—keep 3–5 weekly touchpoints max.

Use benchmarks as a starting point, then adjust based on engagement, CTR decay, and conversion data.

Measuring & Optimizing Frequency: The Key Metrics B2B Marketers Should Track

How do you know if your frequency cap is working? B2B marketers need data-driven insights to optimize frequency without guessing.

Key Metrics for Frequency Optimization

  • Click-Through Rate (CTR) Decay: If CTR drops after 3–5 impressions, it’s time to reduce frequency.
  • Conversion Rate vs. Frequency: Track conversions at different impression levels—identify the ideal exposure threshold.
  • Ad Fatigue Indicators: Rising bounce rates, low time-on-page, and increased ad hiding signal overexposure.
  • Incremental Lift Testing: Compare low vs. high-frequency groups to measure impact on brand recall and conversions.

Best Practices for Frequency Measurement

  1. A/B Test Frequency Caps: Test 3 vs. 7 vs. 10 impressions per week to find the optimal level.
  2. Cross-Channel Consistency: Ensure LinkedIn, programmatic, and search ads align in frequency to avoid overload.
  3. Use AI for Dynamic Adjustments: Let real-time engagement signals inform automatic frequency adjustments.

By tracking these key metrics, B2B marketers can refine exposure levels for maximum ROI without wasting budget.

Summary Table: Optimal Frequency Capping in B2B Advertising

Advertising Channel
Best Practices & Frequency Cap Guidelines
Optimization Strategies
Key Technoogy & Data Sources
Google Ads (Search & Display)
Search Ads: Optimize bids, exclude converters to prevent wasted impressions.
Display Ads: 3–5 impressions/day for awareness, 2–3 impressions/week for retargeting.
Use creative rotation, audience exclusions, and bid strategies to avoid oversaturation.
Google Ads frequency management tools, audience segmentation.
LinkedIn Advertising
Sponsored Content & Carousel Ads: 3–5 impressions/week.
Retargeting: 5–8 impressions/month.
Message Ads: Cap at 1–2/month.
Video Ads: 5–7 impressions/week.
Rotate creatives, monitor CTR drop-off, exclude over-engaged users.
LinkedIn Audience Insights, ABM targeting strategies.
Programmatic Display & Native (DV360, Trade Desk)
Brand Awareness: 5–7 impressions/week.
Retargeting: 3–5 impressions/week.
ABM & High-Intent Targeting: 2–4 impressions/week.
Leverage first-party CRM data for precision targeting. Use third-party intent data from Bombora to refine audience segmentation.
DV360, Trade Desk, Bombora intent signals for high-intent audience targeting
Programmatic Video & CTV
Brand Awareness: 4–6 exposures/week.
Mid-Funnel: 2–4 exposures/week.
Retargeting: 3–5 exposures/month.
Use sequential storytelling instead of repeating the same creative. Leverage skippable formats to enhance viewer engagement.
YouTube, DV360, CTV platforms with AI-driven creative rotation.
Digital Audio & Podcasts
Brand Awareness:3–5 exposures/listener/week.
Podcast Sponsorships 2–3 mentions per episode
Retargeting: 1–2 exposures/day.
Use a mix of pre-roll, mid-roll, and host-read ads. Implement dynamic creative optimization (DCO) for personalized messaging.
Spotify Ads, Programmatic Audio, Pandora, Bombora intent data for audience refinement.
ABM & Retargeting Campaigns
ABM: 3–5 impressions/account/week.
High-Value Retargeting: 5–7 impressions/user/month.
Late-Stage Nurturing: 2–3 impressions/week.
Cross-channel retargeting (LinkedIn, display, email) to avoid overloading a single platform.
Bombora intent data, CRM integrations, DV360, LinkedIn ABM tools.
ABM & Retargeting Campaigns
AI-based Dynamic Adjustments: Adjust frequency based on real-time engagement signals.
Predictive Modeling: Optimize exposure for conversion likelihood.
Cross-Platform Frequency Control: Prevent overexposure across LinkedIn, Google Ads, and Programmatic.
Leverage machine learning algorithms to automate frequency adjustments based on CTR decay, engagement, and conversion performance.
AI-powered DSPs (DV360, Trade Desk), real-time data feeds, Bombora predictive analytics.

Finding the optimal frequency cap in B2B advertising is not just about limiting impressions—it’s about ensuring your message reaches the right buyers at the right time, without wasted spend or ad fatigue. Whether you’re running Google Ads, LinkedIn campaigns, programmatic display, CTV, or audio advertising, striking the right balance between exposure and engagement is critical to driving conversions.

At Advant Technology, we specialize in precision-driven B2B programmatic advertising. Leveraging platforms like DV360, LinkedIn Ads, paid search across Bing and Google Ads, combined with first-party CRM data and intent-based insights from Bombora, we create highly targeted, data-driven campaigns that deliver measurable results. Our optimizations ensure that your B2B marketing strategy is continuously refined in real-time, maximizing brand recall while avoiding diminishing returns

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Can Document Ads work for the IT Industry

Can Document Ads work for the IT Industry?

LinkedIn Document Ads are gaining traction, especially within the IT industry, where prospects require detailed and technical information. These ads provide users with in-feed documents they can view or download, significantly improving engagement compared to traditional ads that redirect users to gated content. Let’s compare how Document Ads perform against traditional ads driving to gated content in the context of B2B IT marketing.

Comparison Table

Comparison: Document Ads vs. Traditional Ads with Gated Content

Criteria Document Ads Traditional Ads (Gated Content)
User Experience Seamless; users view/download within the LinkedIn feed Requires users to navigate to a landing page after the click
Engagement High, since no external clicks are required Lower due to additional steps (click, load page, sign-up)
Lead Capture Immediate via LinkedIn Lead Gen forms Delayed; form completion needed on the landing page
CTR & Conversion Higher CTR due to simplicity and immediate engagement Lower CTR; users may abandon due to multiple steps involved
Data Collection Directly integrated into LinkedIn CRM or automation tools Often requires integration of third-party tracking and CRM systems
Retargeting Potential Easier, as users who engage with documents can be retargeted directly on LinkedIn Dependent on cookies and tracking, which are less reliable due to privacy regulations
Campaign Goals Best for brand awareness, engagement, or capturing initial interest via lead forms Effective for lead generation, but user experience can be disruptive
Cost-per-Click (CPC) Generally higher, but cost-efficient due to improved engagement and conversion Lower CPC, but lead quality may vary depending on form abandonment
Content Types Best for in-depth whitepapers, case studies, technical reports Ideal for offering downloadable guides, eBooks, or trials
User Behavior Convenient; document previews increase time spent on ad, encouraging deeper engagement High drop-off potential due to reliance on loading external pages

Benefits of Document Ads for IT Marketing

  1. Interactive Engagement: Document Ads allow IT companies to showcase detailed content directly within LinkedIn’s feed. Prospects can browse whitepapers, case studies, or technical guides without leaving the platform, creating an immersive, frictionless experience.
  2. Higher Lead Quality: When paired with LinkedIn’s Lead Gen Forms, Document Ads enable advertisers to capture valuable information from users genuinely interested in the content. The IT industry, where complex buying decisions often involve multiple stakeholders, benefits greatly from this.
  3. Retargeting Opportunities: LinkedIn provides valuable engagement insights, such as how many users viewed the document and how much of it they read. IT marketers can retarget users who engaged with the ad but didn’t convert, using customized messaging to further nudge them down the funnel.
  4. Brand Authority: Offering comprehensive IT resources like case studies and technical audits directly on LinkedIn positions brands as industry leaders. Document Ads establish trust by presenting educational and highly relevant content to decision-makers.
  5. Seamless Mobile Experience: With a growing number of users accessing LinkedIn via mobile devices, Document Ads provide a more user-friendly experience. Traditional ads that direct users to external pages often suffer from poor loading times on mobile, resulting in higher bounce rates.

Traditional Gated Ads: Still a Place in IT Marketing

While Document Ads offer impressive benefits, traditional ads leading to gated content still hold relevance, especially in lead generation campaigns aimed at delivering highly qualified MQLs and SQLs.

  1. Advanced Conversion Funnels: Gated content remains useful when combined with landing pages optimized for conversions. IT marketers can build detailed pages that house not just the content but other calls-to-action (CTAs), testimonials, and product showcases.
  2. Lead Nurturing Opportunities: Traditional gated ads are useful when integrating content into an email drip campaign. After the lead fills out a form, they can be nurtured with additional content and personalized communications over time.
  3. Detailed Analytics: Many traditional platforms offer robust analytics that allow marketers to see the full behavior of a user after they click on an ad—tracking everything from session duration to specific on-page actions. This gives IT marketers insights into how users interact with the content beyond just downloading it.
  4. Cost Management: Traditional ads can sometimes deliver lower CPCs because they push users toward landing pages rather than keeping them in-feed. However, conversion rates are typically lower due to the extra steps, which may cancel out the cost benefits.

Choosing the Right Format Based on Marketing Goals

To determine when to use Document Ads versus traditional ads with gated content, IT marketers need to assess their goals, audience stage, and overall campaign strategy. Below is a guide to help decide which format is most suitable for specific goals:

Goal vs. Best Format vs. Reason

Goal vs. Best Format vs. Reason

Goal Best Format Reason
Brand Awareness Document Ads Users can engage with content directly in-feed, boosting impressions.
Top-of-Funnel Engagement Document Ads Encourages casual engagement and builds initial interest without barriers.
Lead Generation (MQL Focus) Traditional Gated Content Gated content with a form works well to capture leads for nurturing.
Retargeting Existing Leads Document Ads Allows re-engagement by retargeting users who have already interacted.
Deep Technical Education Document Ads IT decision-makers can access technical resources directly in the feed.
Complex Multi-Touch Funnels Traditional Gated Content Allows advanced, multi-step landing page strategies for deeper conversions.
Cost Management Traditional Gated Content Lower CPC, though conversion efficiency needs careful optimization.

Case Example: How Advant Technology Leveraged Document Ads in IT Campaigns

In a recent IT campaign, Advant Technology ran a series of highly targeted Document Ads for an international SaaS company, containing case studies which explain the “5 business outcomes of transforming your network”. The target audience consisted of senior decision makers such as CXOs, CIOs, Directors and security specialists, within our client’s Target Account List (TAL). This ensured that key decision makers within their target audience would be exposed to multiple, powerful case studies that are relevant to their potential clients. 

By utilizing Document Ads for the purpose of getting maximum exposure and engagement within the target audience, we delivered an engagement rate that was an incredible 1,100% higher than video ad formats. The seamless in-feed experience meant that users could access the case study without leaving LinkedIn, reducing friction and drop-off rates.

The engagement with these document ads was in line with what we have delivered across multiple campaigns in the IT industry and every single engagement was direct from a user who was within our client’s target audience which means that these were meaningful engagements and will drive awareness and interest in our client’s products and services.

Closing Recommendations

  1. Use Document Ads for content that educates and engages top-of-funnel audiences, offering immediate value with minimal friction. They are ideal for technical resources like whitepapers or case studies and work well for both brand awareness and lead generation campaigns.
  2. Traditional Ads with gated content are still effective for mid to lower-funnel activities, where more in-depth, personalized nurturing is needed. If your goal is to drive qualified MQLs and you have a robust follow-up process in place, these ads work well in tandem with remarketing strategies.
  3. Mix Both Formats for a comprehensive IT marketing strategy. Start with Document Ads to build engagement and trust, then re-engage prospects through traditional ads for deeper conversions.
  4. Leverage Retargeting: No matter the ad format, retarget users who interact with content but don’t convert. Use Document Ads for light re-engagement and traditional ads to push users towards a more committed action, like booking a demo.

Incorporating LinkedIn Document Ads into an IT-focused marketing strategy can significantly improve engagement, streamline the user experience, and capture high-quality leads. However, traditional ads driving to gated content still have their place in more complex, conversion-heavy campaigns. If you need a LinkedIn agency to help your IT business succeed, we’d love to hear from you.

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