Remarketing and Retargeting are among the most effective ways to increase conversions, lower advertising costs, and stay front-of-mind with prospective customers. And yet, many small businesses either misunderstand them — or aren't using them at all.
Here's everything you need to know.
What Are Remarketing and Retargeting?
Although the terms are often used interchangeably, they each refer to slightly different tactics.
Retargeting
Retargeting is when your ads are shown to people who previously visited your website but didn't convert.
For example:
- Someone visits your product page but doesn't buy
- A customer reads your services page but doesn't book
- A user fills in half the form and drops off
With retargeting, your ads can follow these visitors across Google, Facebook, Instagram, and even other websites they browse — reminding them to return and take action.
Remarketing
Remarketing typically refers to re-engaging people who have interacted with your business in some way, even if they haven't visited your website recently. This is often done through email, SMS, or targeted ads.
Examples include:
- Emailing past customers with offers
- Showing ads to people who engaged with your social posts
- Marketing to people who previously filled out a form or booked a call
In simple terms:
Retargeting = show ads to past website visitors
Remarketing = reconnect with people already in your audience
Both are incredibly powerful when you want to stay visible and encourage action.
Why These Strategies Work So Well
Most people don't convert the first time they see your website or ad. In fact, the majority need multiple touchpoints before they make a decision.
Retargeting and remarketing work because they:
1. Keep your brand top-of-mind
People forget quickly. Retargeting makes sure they remember you when they're ready to buy.
2. Build trust through repetition
Seeing your brand several times creates familiarity — and familiarity builds confidence.
3. Catch warm leads at the right time
Someone might not book today, but next week they could be ready. Retargeting ensures you're there when they are.
When Should Your Business Use Retargeting or Remarketing?
These strategies are not for every situation — but when used at the right time, they can transform performance.
Use remarketing/retargeting when:
✔ Your website gets consistent traffic
If 300+ people a month visit your site, retargeting becomes extremely effective because you already have an audience to re-engage.
✔ People often browse before buying
Industries like beauty, trades, coaching, professional services, and ecommerce see strong performance because customers compare options before choosing.
✔ You're running PPC or Meta Ads already
Retargeting strengthens your existing campaigns by catching the users who clicked but didn't convert.
Should You Be Using Retargeting or Remarketing?
In most cases — yes.
If your business is already receiving traffic, enquiries, or social engagement, retargeting allows you to capture value you're currently leaving on the table.
Remarketing and retargeting help you:
- Convert more leads
- Reduce wasted traffic
- Stay visible
- Build trust
- Lower your advertising costs
- Outperform competitors
They're not replacements for SEO or PPC — they're the missing layer that makes everything else more effective.
If you're interested in adding retargeting to your marketing strategy, DotGROW can help set this up across Google, Facebook, Instagram, and Bing.
Just contact us to find out which approach is right for your business.
