One of the biggest mistakes I see in paid media? Advertisers treating every channel like it exists in a vacuum.
You’ve got your Google Ads over here, your LinkedIn campaigns over there, maybe some paid socials running in the background. But no clear connection. No cross-channel thinking.
The problem? That’s not how your buyers behave.
People don’t care about what platform they’re on. They care about solving their problem. And if you want to win their business, your strategy needs to follow that mindset.
Here’s one cross-channel play we’ve been using at HOC that consistently drives better lead quality, lowers costs over time, and closes the gap between intent and conversion. Google drives the interest, LinkedIn nurtures the relationship.
Let me show you how it works.
Why Google and LinkedIn Make a Powerful Duo
Google is where people go when they’re actively searching for something. It’s high intent, often urgent, and it’s where the buying journey begins.
But a click on a search ad doesn’t mean a closed deal. Especially in B2B. Buyers often take time. They compare. They ask for opinions. And they don’t always convert on the first visit.
That’s why you need LinkedIn in the mix.
LinkedIn gives you a second shot at that visitor – on a platform where they’re already in a professional mindset, and where your offer can show up alongside industry news, peer updates, and career-focused content. It’s contextually relevant, and when done well, incredibly persuasive.
Step-by-Step: How to Retarget Google Ads Traffic on LinkedIn
Here’s how to connect the dots between the two platforms.
Step 1 – Build a Custom LinkedIn Audience Based on Google Clicks
Start by setting up a Website Retargeting audience in LinkedIn Campaign Manager. Select “People who visited specific web pages”.
Now filter for URLs that include your Google Ads UTM parameters:
utm_source=googleutm_medium=cpc
This pulls in anyone who arrived at your site from a Google search ad – effectively building a warm audience based on real buying intent.
(Quick note: If you’re not tagging your Google Ads URLs properly, fix that first. UTMs are non-negotiable for this to work.)
Step 2 – Re-Engage with High-Value LinkedIn Content
Now it’s time to reintroduce your brand – not with a hard sell, but with content that educates, reassures, and moves the buyer forward.
Content types that perform particularly well:
- Case studies that show real outcomes from real clients
- Product walkthroughs that clarify your offer and remove friction
- Interactive tools, free trials, or demos that give them something to explore
You’re not just reminding them you exist. You’re adding value, on a platform where trust is already higher and buying decisions are often influenced.
When This Approach Delivers Maximum Impact
You’ll get the most out of this strategy in scenarios like these:
- Mid-funnel moments: They’ve clicked, they’ve browsed, but they’re not quite ready. LinkedIn gives you another chance to tip them over the line.
- When Google CPCs are creeping up: If your acquisition costs are getting harder to justify, this helps extend the value of that click without spending more on the same channel.
- Selling into complex buying teams: If you’re targeting enterprises or need to build consensus across stakeholders, LinkedIn’s targeting options and professional context are perfect for supporting longer sales cycles.
The Bigger Picture: Don’t Silo Your Strategy
The days of thinking in platform-specific campaigns are over. Your buyers move between search, social, email, Slack messages, and Zoom calls – often all before lunch. Your marketing needs to be just as connected.
This cross-channel approach isn’t just a nice add-on. It’s the foundation of a more modern, more intelligent paid media strategy. And it’s something we’re helping our clients implement every day.
So next time someone clicks your Google ad, don’t let the trail go cold.
Follow up where it matters. Follow up where your buyers already are. And let your platforms work together – not against each other.
