Last updated: October 28, 2026
Quick answer: For B2B SaaS retargeting on a small budget, start with the native pixels from Google and LinkedIn, which cost nothing beyond ad spend. Add a dedicated tool such as RollWorks or Metadata only when you need account-level targeting or more automation. A simple starter setup is the LinkedIn Insight Tag plus the Google tag, with audiences for pricing page visitors.
Quick answer: Start with the native pixels from Google and LinkedIn, which cost nothing beyond ad spend. Add a dedicated tool such as RollWorks or Metadata only when you need account level targeting or cross channel automation.
B2B retargeting works differently from ecommerce. Your traffic is small, your buying cycle is long, and the people you want are a handful of named roles. That changes which tools make sense.
What to look for
- Account or company level audiences, not only individual cookies.
- LinkedIn and Google support, where B2B buyers actually spend time.
- Clear handling of consent under GDPR and similar rules.
- Low minimum spend and no long contract.
The 7 tools
LinkedIn Insight Tag and Matched Audiences
Best for: retargeting by job title and company
Build audiences from site visitors and uploaded company lists, then target by role. This is the most direct B2B option.
Watch out for: LinkedIn cost per click is high, so keep audiences tight.
Google Ads remarketing
Best for: low cost, broad reach
Cheap way to keep your brand visible across search and display for site visitors.
Watch out for: Targeting is less precise by role.
Meta Ads custom audiences
Best for: founder and SMB audiences
Works well when your buyers are small business owners who are active on Facebook and Instagram.
Watch out for: Weaker for enterprise buyers.
RollWorks
Best for: account based retargeting
Built for ABM, with account lists, scoring and cross channel ads.
Watch out for: Better value once you have a defined target account list.
AdRoll
Best for: multi channel campaigns on a modest budget
Easy to set up across display, social and email, with flexible spend.
Watch out for: Less B2B specific data than dedicated ABM tools.
Metadata
Best for: automating campaign setup for demand teams
Helps set up and optimise B2B ads from your CRM and intent signals.
Watch out for: More useful with an existing CRM and pipeline process.
Customers.ai or similar visitor identification tools
Best for: identifying anonymous visitors
Match some anonymous traffic to companies or contacts for follow-up.
Watch out for: Check privacy compliance carefully, and expect partial match rates.
A simple starter setup
- Install the LinkedIn Insight Tag and Google tag on your site.
- Create audiences for pricing page visitors and demo page abandoners.
- Exclude existing customers and your own team.
- Show one clear offer, such as a short demo or a useful guide.
- Cap frequency so you do not annoy prospects.
Our recommendation
Use LinkedIn and Google first with a small monthly test budget. If you find retargeting helps and your target account list is clear, add a tool like RollWorks to scale. Do not buy a platform before you have the traffic to feed it.
Disclaimer: Features and pricing change often. Check each vendor’s official pricing page before you buy. Some links on this site may become affiliate links in the future.
Frequently asked questions
What is the cheapest way to retarget B2B SaaS buyers?
Start with the native pixels from Google and LinkedIn, which cost nothing beyond ad spend.
When do you need a dedicated retargeting tool?
Add a tool such as RollWorks or Metadata only when you need account-level targeting or similar capabilities the native pixels lack.
What should you look for in a B2B retargeting tool?
Look for account or company level audiences, not only individual cookies, plus support for LinkedIn and Google where B2B buyers spend time.
What is a simple starter retargeting setup?
Install the LinkedIn Insight Tag and Google tag on your site, then create audiences such as pricing page visitors.
About the author: Michael K runs The Best Marketing Tool and works in marketing operations (MarkOps). He reviews LinkedIn automation, cold email, CRM and AI marketing tools with real pricing and honest tradeoffs.