Retargeting. Most of them leave. That is normal.
Somebody reads two pages, does not ring, and gets on with their day. They were not uninterested, they were busy. Retargeting is the cheapest way to be there again the evening they are not.
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A reminder, not a pursuit.
The difference between the two is frequency and duration, and both are settings somebody has to choose. Left at the defaults, a retargeting campaign shows the same advert to the same person forty times in two weeks, which converts nobody and annoys somebody who liked you.
So we cap it, we set a window that matches how long your decision actually takes, and we exclude the people who already inquired. A roofing decision runs for weeks and a takeaway decision runs for an hour, and the settings should say which one you are.
How we run the adsHow it is set up.
Four decisions. Three of them are about restraint, which is why the default setup does so badly.
A window that matches the decision
Days for urgent work, weeks for considered work. Following somebody for ninety days after they looked at a drain unblocking page is not persistence, it is noise.
A cap on how often
A few times a week, not a few times an hour. The point at which a reminder becomes a grievance is lower than the platforms suggest.
Exclude the people who called
Nothing makes a business look less organized than advertising to a customer it already signed. It is one setting and it is missing from most accounts we open.
Say something different the second time
They saw the first advert. The second should answer the reason they hesitated: the price, the timeline, the guarantee, whatever your first calls tell you it is.
It is the cheapest advertising you will buy.That is exactly why it needs a limit set by somebody rather than by the platform.
What it cannot do.
Retargeting reliably shows a good return, and the return is partly an illusion worth naming.
Some of the people it converts would have come back anyway, and the platform counts them all. We read it as a cheap assist rather than as a channel that produced the customer, and we say so in the report.
With very few visitors there is nobody to retarget. It is a multiplier on a site that already gets found, not a way to get found.
If the page they landed on did not answer them, showing it again does not either. The fix is upstream, and we would rather spend the money there.
Nobody buys a plan they haven't seen.
The free audit is a look at what you already have and what it is costing you, sent over with nothing to sit through. The plan is a conversation about where the business is and where you want it to get to, and it ends with a path written down rather than a quote. Or you call, and somebody who works on accounts picks up.