Retargeting
Retargeting (also called remarketing) is showing ads specifically to people who've already visited your site or engaged with your brand but didn't convert. A tracking pixel or list flags those visitors, and ad platforms then serve them your ads as they browse elsewhere, on Google's display network, LinkedIn, or social feeds.
For a B2B founder, retargeting is some of the most efficient ad spend you can buy. These aren't cold strangers; they're warm prospects who already showed interest, so conversion rates are typically far higher than prospecting to new audiences. It's especially powerful in B2B, where buying cycles are long and a single visit rarely closes a deal. A gentle sequence of reminders keeps you front of mind through weeks of deliberation. Keep frequency sensible (nobody likes being stalked), exclude people who've already converted, and tailor the message to where they dropped off rather than just repeating your homepage.