— Glossary
RETARGETING
Showing ads to people who already visited your site.
The cheapest, highest-ROI ad spend in service marketing. Retargets bring back the 95% of visitors who did not convert the first time.
Retargeting shows ads to people who have already visited your site or engaged with your brand. For service businesses, retargeting is the practical way to stay top-of-mind while homeowners shop quotes. Use retargeting to show proof of work, remind about limited-time financing, or push a testimonial after a prospect viewed pricing. Segment audiences: viewed estimate page but didn’t convert, abandoned form users, or previous customers for upsells. Frequency and creative variety matter — repetition with fresh content (before/after, financing, warranty) works better than the same ad looping. Use sequential retargeting: show educational content first, then urgency offers if the prospect remains inactive. Exclude converted customers to avoid waste. Retargeting typically yields lower CPL because the audience has higher intent, but watch ad fatigue and broaden with lookalikes when performance drops. For local services, narrow geographic targeting to avoid showing ads to visitors outside your service radius. Track conversions by tying retargeted ad traffic back to CRM-closed deals to measure true effectiveness.
- A roofing visitor who viewed pricing but didn’t book sees a testimonial video ad for seven days, then a ‘book now’ offer.
- An HVAC lead who abandoned a form gets a retargeting ad offering same-day diagnostics at a fixed price.
- An epoxy company retargets past clients with seasonal maintenance offers and books recurring work.
Retargeting everyone who visited the site; the mistake is wasting budget on low-intent pages instead of narrowing to high-value behaviors like estimate or pricing views.
— Retargeting in practice
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