Google and Meta ads · Remarketing
Remarketing: ads for people who have already visited your website
Most people who visit your website don't call the first time. Remarketing reminds them about you when they are ready, and nudges them towards an enquiry.
Do any of these sound familiar?
- You pay for traffic to your website, and most people leave without an enquiry.
- A customer looks at your offer, says “I'll think about it” and never gets back to you.
- In your shop many people add products to the basket and don't finish the purchase.
- Your competitors are everywhere, and customers have forgotten about you.
- You don't know whether anyone comes back to your website after visiting.
Rarely does anyone decide at once. Remarketing fills the time between “I've seen it” and “I'll call”.
What it is
What remarketing is
Remarketing means ads shown only to people who have already been on your website. Someone looked at your offer and left, and a few days later they see your ad on Google, on YouTube or on Facebook. You remind yourself to someone who already knows what you do.
These are usually among the cheaper ads, because you aim them at people with a specific interest rather than random audiences. I also lay them out differently: someone who looked at your price list sees something else than someone who only visited the home page. Those who have already bought or called don't see the ad at all.
I set it up so as not to wear people out. The ad does not come back forever and does not appear ten times a day. You know who will see it, what it costs and how many enquiries come from it.
What you gain
What you get from remarketing
You win back people who have already visited
You have already paid for the traffic to your website through ads or SEO. Remarketing gives those visits a second chance instead of wasting them.
The customer returns when ready
A purchase or job decision often takes weeks. Your business stays visible during that time and is the first to come to mind.
You pay for people who know you
The audience already knows your offer, so the ad doesn't have to explain everything from scratch. The budget goes to people closer to a decision.
You don't wear out customers
I limit frequency and exclude people who have already got in touch, so you don't annoy the ones you care about.
Example
What it looks like in practice
Without remarketing
With remarketingAn illustrative example based on situations I often meet in small businesses.
Step by step
What it looks like from your side
- 1
I check who visits your website
Your part: access to dataI look at how many visitors you already have and what they view. From that we know whether remarketing makes sense right away.
- 2
I set up audience lists
Your part: nothingI split visitors into groups, for example people who viewed the offer, the price list or the basket, and exclude those who have already got in touch.
- 3
I prepare the ads
Your part: approvalEach group gets a different message. I show you the texts and graphics before the start.
- 4
I launch and improve
Your part: reading the reportI watch the cost per enquiry and how often the ads show. Every month you get a summary of how many people came back and got in touch.
What you get
What you get
- A check of whether your website traffic is enough for remarketing
- Audience lists for Google and Facebook, separate for different pages
- Ads matched to what each person viewed
- Exclusion of people who have already got in touch or bought
- A frequency limit so the ads don't wear people out
- A monthly summary with the number of enquiries from remarketing
“With remarketing, a sense of proportion matters most. The ad should remind people about your business, not chase them around the whole internet.”
Who remarketing is for
- Service businesses where a decision takes days or weeks, such as renovation, photography, accounting or training
- Online shops where customers add products to the basket and don't finish the purchase
- Businesses that pay for ads or SEO, but most visitors leave without a word
- Owners with a few hundred site visits a month who want to get more enquiries out of them
Frequently asked questions
Is remarketing the same as ads that “follow you around”?
Yes, it is the same technique. The difference is in how it is set up. I limit how often the same person sees the ad, I exclude people who have already got in touch or bought, and I set how long the ad keeps coming back. That way it doesn't tire the viewer, and you don't overpay.
Can I run remarketing with few visitors?
Usually yes, but with limits. Google and Facebook need a minimum audience list size before they show ads at all. At the start I check how many visitors you already collect. If it is too few, we first increase traffic and switch remarketing on later.
Do I need visitors' consent for such ads?
Yes. Remarketing relies on cookies, so your website needs a properly working consent banner. I check this at the start and suggest what to fix. It is still worth discussing the legal details with the data protection person in your company.
How much does remarketing cost?
Ads to people who already know you usually need a smaller budget than ads to new audiences, but the exact amount depends on the number of visits and your industry. I don't give a single price up front. After a conversation and a check of your website traffic, you get a quote with the scope of work and a proposed budget.
See also
What else brings you customers
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