Have you had someone visit your site, check out a product or service, and then disappear? The good news is, you’re not alone. The majority of first-time website visitors won’t convert, or take an action, on the spot.
That’s where a healthy retargeting strategy comes in. Retargeting ads give you the opportunity to reconnect with interested users and guide them back toward a sale – usually at a much lower cost than attracting brand-new visitors.
Whether you’re investing in Google Display, social media ads, or programmatic media buying, retargeting is one of the most effective and high ROI ad strategies you can run.
Let’s break down how it works and how you can set it up the smart way.
What Are Retargeting Ads?
Retargeting (also called remarketing) is a digital media buying strategy where ads are shown to users who have previously shown interest in your brand. That can be visiting your website, engaging with your social media, or interacting with your brand online.
Retargeting ads use technology to “follow” users across platforms like:
- Google Display Network
- Facebook and Instagram
- TikTok
- Programmatic ad exchanges
Instead of advertising to a cold audience, you’re reaching out to people who already showed interest – which increases your chance of conversion significantly.
Why Retargeting Works (And Why It’s High-ROI)
Retargeting is effective because it keeps your brand top of mind for people who already know you.
Effective retargeting audiences have shown interest by:
- Viewed your products
- Read your services page
- Started a form but didn’t submit
- Followed your social media
These are warm leads – and warm leads convert faster.
Retargeting strategies are also well known to be more budget-friendly compared to prospecting strategies. Instead of paying to reach cold traffic again and again, you’re focusing ad dollars on high-potential prospects.
Setting Up Retargeting: What You Need to Know
1. Install Tracking Pixels
You’ll need to add a small code snippet—called a pixel—to your website. Each ad platform has its own:
- Facebook Pixel (Meta Pixel)
- LinkedIn Insight Tag
- TikTok Pixel
- Google Ads Tag
These pixels track actions like page views, add-to-carts, and form completions. Without them, you can’t build a retargeting audience.
2. Segment Your Audiences
The beauty of customer retargeting is in its customization. You can segment based on user actions:
- Visited but didn’t take an action
- Viewed specific products/services
- Added to cart or started checkout but didn’t purchase
- Watched 50%+ of a video ad
- Engaged with your Instagram or LinkedIn
Then, tailor your messaging to where they left off.
3. Choose the Right Platforms
Google Display can be great for broad visual reach and has efficient rates – think banner ads across blogs, news sites, and mobile apps. However, historically it’s not the most action-oriented placement.
Facebook and Instagram work well for visually re-engaging product visitors and typically have efficient rates.
LinkedIn is ideal for B2B retargeting based on job titles or company type but skews toward higher CPMs.
Programmatic retargeting allows bidding in real time across multiple networks using tools like The Trade Desk or StackAdapt but may have minimum spend requirements.
Start with one platform, test your results, and then expand.
Creative That Converts
Once you know who you’re targeting and where, it’s time to design retargeting ads that perform.
Best practices for retargeting creatives:
- Use dynamic content (e.g., serve the most relevant product(s) using catalog technology)
- Highlight your value proposition (“Free Shipping” or “Fast US Delivery”)
- Drive urgency: “Sale ends soon” or “Only 2 left in stock”
- Include social proof: reviews, ratings, or logos of customers
- Keep it branded and consistent—build recognition through repetition
Your creative should meet your audience where they left off and support their customer journey.
Timing and Frequency
Don’t overdo it. Well-executed retargeting ads should feel helpful, not intrusive.
A common retargeting strategy:
- 1–7 days post-visit: Reminder ads
- 7–14 days: Offer-based ads (“10% off if you complete your order”)
- 14–21 days: Scarcity or urgency messaging
- 21+ days: Narrow to only your highest-engaged users
Use frequency caps and fresh creative variations to avoid ad fatigue.
How to Measure Success
Retargeting is a bottom-of-funnel, conversion-focused strategy – but it’s important to monitor the full funnel:
- CTR (Click-through rate) – Are people engaging with the ad?
- CPC (Cost-per-click) – Are your costs reasonable?
- CPA (Cost-per-acquisition) – How much are you spending to get one lead or sale?
- ROAS (Return on ad spend) – Is the campaign profitable?
With conversion-focused campaigns, keep perspective: if CPCs rise but ROAS remains strong, it may still be working. Track supportive metrics like time-on-site, form completion rates, and repeat sessions.
When to Bring in a Media Buying Team
Retargeting campaigns are powerful but can get technical fast. Between pixel setup, campaign structure, creative variations, and platform bidding, many small businesses benefit from working with a digital media marketing or social media ad agency.
At District Consulting, we help brands set up, manage, and optimize retargeting ads that actually drive ROI – on platforms your audience already uses.
Ready to Start Retargeting?
Don’t let warm leads go cold.
If you’re serious about getting more from your digital ad spend, a smart customer retargeting strategy could change the game.
Schedule a strategy call or learn how our team handles media buying strategy and paid social campaigns on your behalf.