Let me put this in the simplest way. When someone visits your website and then forgets about it, retargeting is what helps you get back in front of them.
Think of it like giving them a little reminder that you exist. It’s a smart way to follow up with people who are already curious about your business but didn’t say yes immediately.
Most small business owners spend all their energy trying to attract new people, but the easiest wins usually come from people who already found you.
We are primarily talking about remarketing within Google Ads but will also bring up important points about remarketing within Meta Ads (which is similar but different) and how you can do cross promotion on platforms.
How Retargeting Ads Work
Retargeting ads work because they focus on the people who already know who you are. These are the visitors who landed on your website, checked out a service page, added things to their cart, and then didn’t convert. It happens to all of us, we all browse websites and then we get distracted, don’t know if we’re ready, or simply close the tab. We all add things to our Temu cart, then close the app and completely forget BUT you always get those ads that follow you around (almost like your phone is listening).
There are two main ways a site retargets you for ads:
- Using a pixel that is stored in your browser data
- You purchased or did an action on a website and get put on an email list
Pixel-Based Retargeting (Google & Display Networks)
This is the classic version most people think about. A small tracking code, often called a pixel, sits on your website and records what visitors do. It notes what pages they viewed, how long they stayed, and where they left.
If someone browses your services, reads a blog, or starts filling out a form but leaves, the tracking pixel remembers that visit. You can then show ads to that same person while they scroll other websites, read articles, or watch videos.
Google uses this information through the Google Display Network. That means your ads can show up across thousands of websites your audience spends time on. It is an easy way to stay in front of warm leads without constantly paying to reach new people.
List-Based Retargeting (Email & CRM Audiences)
This version uses the contact information you already have. If someone joins your email list, submits a form, or becomes a client, you can upload that list into Google or Meta and run ads directly to them.
List-based retargeting often feels more personal because these people have already taken a clear step toward you. They know your name. They recognize your brand. They usually convert faster too.
This is also where the retargeting versus remarketing conversation comes in. Retargeting usually refers to ads triggered by website behaviour. Remarketing usually refers to follow ups sent through email. They work together, but they are not the same thing.
Either way, the goal stays consistent. You want to stay visible to people who are already connected with your business and guide them back when they are ready to take the next step.
How Retargeting Fits Into a Strong Google Ads Marketing Strategy
Retargeting is one of the most important layers in a Google Ads marketing strategy.
Most businesses focus all their energy on cold traffic. They target new people who have never heard of them, then wonder why conversions are low and budgets disappear fast.
The truth is that cold traffic is only the first step, but the real results come from what happens after someone visits your website. Retargeting fills the gap between curiosity and conversion. It helps you follow up with people who already showed interest and brings them back when they are ready to make a decision.
When you add retargeting to your Google Ads campaigns plan, your results usually improve in two ways.
- You spend your budget more efficiently. Warm audiences convert at a higher rate.
- You stop losing people who were close to taking action but got distracted or unsure.
A strong Google Ads strategy is getting in front of the right audience, but also staying in front of the audience who already said, “Hey, I might want this.”
Retargeting Across the Customer Journey
People rarely convert on the first visit. They browse, compare, talk to friends, look at competitors, and come back when the timing is right. Retargeting helps you support that natural decision process.
Here are a few examples of where it fits in the journey:
- Awareness stage. Someone reads a blog or visits a service page. Retargeting helps them remember you later.
- Consideration stage. They look at pricing or check out your booking page. Retargeting gives them answers, reassurance, or a helpful reminder.
- Conversion stage. They were close to booking but something stopped them. Retargeting brings them back with a message that reduces hesitation.
This is how you guide someone all the way through the funnel without being aggressive or salesy. You show up with the right message at the moment they actually need it.
One of the best use cases for Google Ads remarketing (apart from doing remarketing in Google is to remarket off Meta Ads. So when a potential customer gets to the checkout but doesn’t purchase from a Meta Ad you can make sure they get nice little reminders as they search the internet so they don’t forget about you.
Choosing the Right Platform (Google vs Meta)
Retargeting works on both Google and Meta, but the best choice depends on how your audience behaves.
Use Google when people search with intention. If someone is Googling your service or reading articles related to your industry, Google retargeting helps you stay visible while they compare options.
Use Meta when your audience scrolls for inspiration or ideas. Platforms like Facebook and Instagram are great for retargeting because people spend more time there and your ads appear in a natural, social setting.
The goal is to think about where your audience spends most of their time and where your message will feel the most natural.
When you place your retargeting ads on the right platform, your conversion rate improves with a lot less effort.
Retargeting Campaign Goals and What You Can Win With Them
Retargeting can support several stages of your marketing funnel, so your goals shape everything from your messaging to your budget.
Instead of thinking of retargeting as “one more ad to run,” think of it as a follow up that moves people toward the finish line. When you understand what you want the follow up to do, your results usually improve right away.
Retargeting works because these people already visited your website, checked out your services, or interacted with your brand in some way. They do not need a long explanation. They need a reminder that gets them back to where they left off.
Below are some of the most common goals you can set for a retargeting campaign.
Examples:
- Drive conversions: Retargeting is one of the easiest ways to get more bookings or inquiries because you are speaking directly to people who already showed interest.
- Finish the buyer’s journey: Sometimes people get stuck between learning and deciding. A retargeting ad can answer a question, offer clarity, or give them the confidence to take the next step.
- Reduce cart or form abandonment: This is a big one. When someone starts a form or booking and leaves halfway through, retargeting acts as a reminder that brings them back when they are ready.
- Promote new services or offers: Your warm audience pays attention faster than your cold audience. If you launch something new, retargeting helps you get it in front of the people who are already familiar with you.
- Build brand recall: People are busy. Retargeting helps keep your name top of mind so when they are ready to choose, they think of you first.
These goals make retargeting a flexible tool. You can use it to boost your existing campaigns, support your Google Ads strategy, or simply make sure your warmest leads do not slip away.
Retargeting on Social Platforms
Retargeting is not limited to Google. Social platforms like Meta, are powerful places to reconnect with people who visited your website but were not quite ready to book or buy.
The experience feels more relaxed and personal on social platforms. People are already scrolling, watching stories, and catching up with friends. Your ad slips naturally into that feed, which makes the follow up feel less like an ad and more like a reminder (especially with a strong retargeting creative!)
Social retargeting works especially well for service providers because it lets you show your personality, your brand, and your value in a visual way. A single image or short video can build trust faster than a paragraph of text.
How Social Retargeting Works in Daily Life
Most people have experienced social retargeting without even realizing it. You look at something online and later it shows up in your feed, almost like it followed you.
If you scroll through Lululemon leggings and leave without buying, those ads often find you again on Instagram stories. If you compare a few different purse brands, the next day you get ads for similar bags from those brands.
These moments are not random. The platform recognizes your interest and shows you ads that match the things you were already thinking about.
For service businesses, this could look like:
- Someone viewed your service page yesterday
- They open Instagram this morning
- They see a post about “3 things to know before booking”
It feels natural. It fits their day. And it makes your brand easy to remember.
When Meta Retargeting Outperforms Google
Both platforms are useful, but Meta often wins when people need a visual or emotional connection. If your audience discovers ideas on social media, Meta retargeting keeps you in front of them while they browse for inspiration.
Meta retargeting is especially effective when:
- Your offer benefits from visuals
- Your audience enjoys story-based or lifestyle content
- People need to see you more than once before trusting you
- You want to share testimonials, results, or real client moments
Google works great when people are actively searching. Meta works great when people are casually browsing. Using both helps you stay visible across the full decision-making process.
Frequently Asked Questions (FAQ)
What is the difference between retargeting and remarketing?
Retargeting usually refers to ads that follow people based on their behaviour, like visiting your website or clicking a service page. Remarketing usually shows up through email, like when you get a message reminding you that you left something in your cart. Both are forms of follow up, but they use different channels to reach people.
How does retargeting fit into a Google Ads marketing strategy?
Retargeting is the part of your strategy that connects the first click to the final booking. Google Ads brings in new visitors. Retargeting reminds those visitors to come back. When you pair them together, you get more conversions without spending extra money on cold traffic.
How long should retargeting audiences run?
Most retargeting audiences run well when they cover the last 7 to 30 days of traffic. This window keeps your message fresh and relevant. If someone visited your website five months ago, the chance of them converting now is much lower, so shorter timelines usually work better.
How do I know if Google or Meta is better for my business?
It depends on how your audience behaves. If they search for your services on Google, start there. If they browse for ideas or discover providers through Facebook and Instagram, use Meta. Many service businesses use both because they cover two different moments in the decision-making process.
Do retargeting ads really increase conversions?
Yes. Retargeting ads almost always convert better because you are speaking to people who already know you. They visited your website, looked at your services, or started a form. Retargeting gives them the small reminder they need to come back when they are ready.
Next Steps
Retargeting helps you reconnect with people who know you, increase conversions, and improve your ads without increasing your budget. It keeps your business top of mind and guides people back when they are ready to take action.
If you’re looking for support with your ads strategy, you can Book a Free Call With Me!.
