Retargeting Ads Explained: How to Bring Back Interested Customers

Ever visited a website, left without buying anything, and then suddenly started seeing ads for that exact product everywhere? That’s retargeting in action!

Retargeting ads are a powerful way to re-engage potential customers who have already shown interest in your business but didn’t convert the first time. Instead of letting them slip away, you remind them why they were interested in the first place—boosting your chances of turning browsers into buyers.

Let’s break it down.

What Are Retargeting Ads?

Retargeting (sometimes called remarketing) is a form of online advertising that targets people who have interacted with your brand—whether they visited your website, clicked on a product, or engaged with your content. These ads “follow” them across different platforms, like:

Social media (Facebook, Instagram, LinkedIn, TikTok)
Websites they browse (via Google Display Network)
YouTube ads
Email marketing campaigns

Rather than advertising to a completely cold audience, retargeting focuses on people who are already familiar with your brand, making conversions more likely.

Why Retargeting Ads Work

Think about how people shop today. They research, compare, get distracted, and often don’t buy right away. Retargeting helps bring them back when they’re ready to make a decision. Here’s why it’s so effective:

Keeps your brand top of mind – People need to see an offer multiple times before making a purchase.
Boosts conversion rates – Retargeted visitors are 70% more likely to complete a purchase.
More cost-effective – Instead of spending money on a broad audience, you focus on people who already have intent.

How to Set Up Retargeting Ads

Setting up retargeting ads depends on the platform you’re using, but the process generally involves these steps:

1. Add a Tracking Pixel or Tag

To retarget visitors, you need to track who visits your site. This is done using:

Facebook Pixel (for Facebook & Instagram ads)
Google Ads Tag (for Google Display & YouTube ads)
LinkedIn Insight Tag (for LinkedIn ads)

Once these are installed, they start collecting data on visitors.

2. Create a Custom Audience

Next, you define who you want to retarget. Some common audience segments include:

Website visitors – People who browsed your site but didn’t convert
Abandoned cart users – Shoppers who added items to their cart but never checked out
Engaged social media users – People who liked, commented, or clicked on your posts
Email subscribers – People who opened your emails but didn’t take action

3. Design Attention-Grabbing Ads

Your retargeting ads should remind, entice, and convert. Some strategies include:

Cart Abandonment Reminder: “Forget something? Your cart is waiting!”
Exclusive Offer: “Come back & get 10% off—just for you!”
Social Proof: “See why 10,000+ customers love our products!”

4. Set Your Budget & Launch

You don’t need a massive budget for retargeting since the audience is already interested. Start small, test different creatives, and optimize based on what works.

Best Practices for Retargeting Ads

To get the best results, follow these tips:

Segment your audience – Not all visitors are the same! Show different ads based on their level of interest.
Use frequency caps – Don’t overwhelm users with too many ads (or they’ll tune you out).
Keep messaging fresh – Rotate your ads to prevent ad fatigue.
Test and tweak – Run A/B tests to see which ad variations perform best.

Final Thoughts: Start Winning Back Customers

Retargeting ads are a game-changer for businesses that want to turn warm leads into paying customers. By keeping your brand in front of people who have already shown interest, you increase the likelihood of conversions—without having to attract brand-new traffic.

So, if you’re running ads and not using retargeting yet, now’s the time to start! It’s one of the smartest ways to boost your ROI and grow your business. 

Need help setting up high-converting retargeting ads? Let’s chat!