Remarketing
Bring back the visitors who didn't convert
Remarketing is a fantastic and successful way to show your ads to people who have visited your site but, for some reason, didn’t convert.
What is remarketing?
Remarketing shows your ads to people who've already visited your site but didn't convert the first time, keeping your brand visible as they browse elsewhere and pulling them back toward the buying decision they didn't quite finish.
How remarketing actually works
When someone visits your site, a tracking cookie identifies them as a past visitor. As they browse other sites in the same ad network, your ad appears, keeping your brand top of mind and bringing them back into the funnel.
Worth knowing upfront, this doesn't work identically everywhere anymore.
Safari and Firefox block third-party cookies by default, meaning a real share of visitors, often estimated at around half the web, are already outside traditional cookie-based tracking. Chrome still allows them, via a user-choice setting rather than default blocking, after Google abandoned its planned phase-out in 2024. In practice, this means remarketing reach is real but no longer universal, and we build strategy accounting for that rather than assuming full coverage.
How you can target with remarketing
| Targeting Option | What It Does |
|---|---|
| Recent visitors | Reaches people based on how recently they visited your site |
| Demographic filtering | Targets by age, gender or location |
| Exclude converters | Stops showing ads to people who've already purchased |
| Lookalike audiences | Targets new users who resemble your existing visitors |
Google Ads remarketing
Google Ads remarketing runs primarily across the Google Display Network, Google's own properties plus the majority of sites running Google AdSense, giving genuinely broad reach. You can remarket to all visitors, just those who converted, or build a lookalike audience based on your pixel data. The strongest formats here are dynamic display ads, video ads, and HTML5 display ads.
READ MORE ABOUT Google Ads →
Remarketing across social platforms
Facebook, Instagram and other social platforms run their own remarketing systems too, covered under our dedicated paid social media advertising service, since audience setup and creative formats differ from Google's Display Network.
READ MORE ABOUT FACEBOOK ADVERTISING →
FAQs
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Partially, and it's worth being realistic about it. Safari and Firefox block third-party cookies by default, so remarketing reach on those browsers is already limited. Chrome still supports them via user choice rather than default blocking. Remarketing remains genuinely useful, just not the universal-reach tool it once was, and we build strategy that accounts for that rather than overpromising coverage.
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Yes, exclusion targeting is standard, so you're not spending budget repeating a pitch to someone who's already converted.
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Dynamic display ads, video ads and HTML5 display ads tend to perform strongest, particularly through Google's Display Network.
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Ad budgets typically start around $1,000 monthly as part of a broader PPC strategy. Our management fee is 20% of ad spend, so cost scales directly with the budget you're actually running. Get in touch for a quote scoped to your actual goals.
If you want to bring back visitors who almost converted, contact Lele, our PPC lead, to discuss your goals.
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While remarketing can be a powerful tool for re-engaging potential customers, there are some potential drawbacks and limitations. For example, some users may find remarketing ads intrusive or repetitive, leading to ad fatigue or a negative brand perception. Additionally, remarketing relies on tracking cookies, which may raise privacy concerns for some users. Businesses must carefully balance the benefits of remarketing with respecting user privacy and providing a positive user experience.
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Remarketing campaigns can be tailored to target specific customer segments or demographics, allowing businesses to reach the most relevant audience for their products or services. This customisation can be based on demographics, browsing behaviour, previous interactions with the brand, and more. By segmenting audiences and delivering targeted ads, businesses can ensure that their remarketing efforts are as effective and relevant as possible, ultimately increasing the likelihood of conversion.
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