Retargeting Ads 101: How to Win Back Interested Leads
You know that feeling when someone visits your site, clicks around, seems so close to converting—and then disappears?
Retargeting ads are your second chance.
In today’s crowded digital landscape, most users won’t convert the first time they encounter your brand. But that doesn’t mean the opportunity is lost. Retargeting helps you stay top-of-mind, re-engage warm leads, and guide them back toward action.
At XPAND Creative Co., we use retargeting strategies to help brands recapture attention and drive results. Here's how it works—and how you can use it to grow your business.
What Are Retargeting Ads?
Retargeting (also called remarketing) is a digital advertising strategy that targets people who’ve already interacted with your business. Whether they visited your website, clicked on a product, or engaged with a social post, retargeting allows you to “follow up” with them through personalized ads across platforms like:
Google Display Network
Facebook & Instagram
LinkedIn
YouTube
Third-party websites and apps
It’s not creepy—it’s strategic. And when done right, it feels more like a helpful reminder than a hard sell.
Why Retargeting Works
Most users don’t convert on the first visit
In fact, 96% of people will leave a website without taking action. Retargeting gives you a second (and third) shot.It keeps your brand top-of-mind
People need multiple touchpoints before making a decision. Retargeting ensures they see you again and again—when it matters most.It improves ROI
Retargeted users are 70% more likely to convert than cold traffic. Why? Because you’re talking to people who already showed interest.It personalizes the experience
You can tailor ads based on behavior—like showing a specific product ad to someone who viewed that exact item.
Common Types of Retargeting Ads
Website Retargeting – Serve ads to people who visited specific pages on your site but didn’t convert.
Cart Abandonment – Nudge shoppers to complete their purchase with a gentle reminder (or a promo).
Engagement-Based Retargeting – Target people who liked, commented on, or clicked your content on social media.
Customer Retargeting – Promote upgrades, related services, or loyalty offers to existing customers.
How to Set Up a Basic Retargeting Campaign
Install a Tracking Pixel
Whether it’s the Facebook Pixel, LinkedIn Insight Tag, or Google Ads Tag, this code collects the data needed to serve retargeting ads.Segment Your Audience
Don’t treat all visitors the same. Create custom audiences for product page viewers, blog readers, abandoned carts, etc.Write Engaging Ad Copy
Speak directly to the user's stage in the funnel. Use language like “Still thinking it over?” or “Here’s 10% off your cart.”Use Eye-Catching Creative
Stay on-brand, but be bold. Use motion, product highlights, testimonials, or urgency (“limited stock,” “ending soon”).Optimize for Frequency
You don’t want to annoy. Cap your ad frequency and monitor performance to avoid oversaturation.
Retargeting Best Practices
Keep your branding consistent across ads and landing pages.
Test different creative formats (carousel vs. single image vs. video).
Use time-based exclusions so recent converters aren’t retargeted too soon.
Run A/B tests to see which offers, headlines, or visuals perform best.
Analyze your click-through and conversion rates weekly to refine your targeting.
What Success Looks Like
XPAND clients using retargeting have seen:
40–60% increase in return visits to key pages
Up to 3x improvement in cost-per-conversion
Dramatically higher ROI compared to cold traffic ads
Because retargeting speaks to warm leads, it tends to be more efficient and effective than top-of-funnel campaigns alone.
Don’t Let Leads Slip Away
Someone already noticed you—don’t let them forget you. Retargeting ads are your chance to turn missed connections into meaningful conversions.
Need help setting up your first campaign or refining your strategy?