Imagine someone walks into a store, browses for ten minutes, picks up a product, and almost walks to the checkout – but then leaves. No sale. In the digital world, this happens constantly. Website visitors come and go without converting, often slipping through the cracks for good.
But what if you could bring them back? That’s the power of retargeting.
Retargeting ads – also known as remarketing – are one of the most cost-effective ways to turn passive visitors into paying customers. This strategy keeps your brand top-of-mind and guides warm leads back to your site to complete the journey they started.
In this article, we’ll break down exactly how to use retargeting ads to increase conversions – step by step.
What Are Retargeting Ads?
Retargeting is a form of online advertising that targets users who have already interacted with your website or mobile app but haven’t yet converted. These are people who might have:
- Visited your homepage
- Viewed a product or service
- Added something to their cart
- Clicked an ad but didn’t act
- Engaged with a blog post or video
By using cookies or pixels (like the Meta Pixel or Google Ads tag), you can track user behavior and show them tailored ads as they browse other platforms – from Facebook and Instagram to YouTube, LinkedIn, or even third-party websites via the Google Display Network.
This re-engagement strategy is highly effective because it focuses on an audience already familiar with your brand.
Why Retargeting Works
Most people don’t convert on their first visit – and that’s okay.
Studies show that only 2% of web traffic converts on the first visit. Retargeting helps you reconnect with the remaining 98% and build brand familiarity over time. In fact:
- Website visitors who are retargeted are 70% more likely to convert.
- Retargeted users have higher click-through rates (10x more than regular display ads).
- Retargeting boosts brand recall, which is key in competitive markets.
Unlike cold traffic, retargeted users are already in your funnel. You just need to give them a gentle push.
Types of Retargeting Campaigns
Not all retargeting is created equal. Here are the key types of campaigns you can run:
1. Site-Based Retargeting
This is the most common type. It targets users who visited your site and left without converting. You can segment users based on actions they took – such as visiting specific product pages or spending more than 2 minutes on a service overview.
2. Dynamic Retargeting
Perfect for e-commerce or service platforms, dynamic retargeting shows ads featuring the exact products or services users viewed. If someone looked at red sneakers, show them those sneakers again – maybe with a 10% discount.
3. Email Retargeting
If a lead opened an email but didn’t take action, you can retarget them with a follow-up ad campaign on social media or display networks.
4. CRM-Based Retargeting
This involves uploading your existing contact list into platforms like Facebook, Google Ads, or LinkedIn to show tailored ads to warm leads or dormant customers.
How to Set Up a Retargeting Campaign That Converts
1. Define Clear Audience Segments
Break your visitors into buckets based on behavior:
- Product viewers
- Cart abandoners
- Pricing page visitors
- Blog readers
- Repeat visitors
The more granular your segmentation, the more relevant your ads will be – and the higher your conversion rate.
2. Personalize Your Ad Creative
Generic ads don’t cut it. Retargeting ads should reflect what the user has already shown interest in. Use:
- Product images they browsed
- Relevant messaging tied to their behavior
- Dynamic CTAs like “Come back before it’s gone” or “Still thinking about this?”
3. Test Offers and Incentives
Sweeten the deal with time-sensitive discounts, limited-time bonuses, or free trials. Sometimes all it takes is a small nudge to seal the deal.
Example: “You left something behind – here’s 10% off to finish your purchase.”
4. Use Frequency Caps
Don’t bombard users with the same ad over and over. Set frequency caps to avoid ad fatigue and prevent negative brand perception. A good rule of thumb: 3–5 impressions per user per week.
5. Match the Ad to the Right Landing Page
This seems obvious, but many advertisers still drop users on generic homepages. If your ad references a product or benefit, make sure the landing page continues the story.
Consistency boosts trust – and trust drives conversions.
Retargeting Without Cookies: The New Reality
With browsers phasing out third-party cookies and privacy regulations tightening, marketers need to rethink how they do retargeting.
Here’s how to stay ahead:
- First-party data is gold. Use email signups, lead forms, and CRM data to build retargeting lists based on real customer insights.
- Leverage server-side tracking through tools like Facebook’s Conversions API and Google’s Enhanced Conversions.
- Contextual targeting is making a comeback. This means showing ads based on the content people are viewing, not just their past behavior.
The key takeaway: Build sustainable retargeting strategies that don’t rely solely on third-party data.
Measuring Retargeting Success
Keep an eye on these metrics to gauge the impact of your campaigns:
- CTR (Click-Through Rate) – Are people engaging with your ads?
- CVR (Conversion Rate) – Are they taking action once they return?
- ROAS (Return on Ad Spend) – Is your campaign profitable?
- Engagement metrics – Time on site, bounce rate, pages per session
Regularly A/B test your creatives, targeting segments, and offers to see what delivers the best results.
Final Thoughts
Retargeting isn’t just a fancy digital marketing tactic – it’s an essential part of any growth strategy. By re-engaging users who already know your brand, you shorten the customer journey and improve ROI dramatically.
Whether you’re running lead generation, e-commerce, or B2B campaigns, retargeting can be your secret weapon for increasing conversions – especially when done thoughtfully.
If you’re ready to bring back lost visitors, increase sales, and maximize ad spend, retargeting is the next step. And if you need help getting started or optimizing your campaigns, the BuzzDealer team is always here to help.