Have you ever browsed a product online, only to see it pop up in an ad later that day—maybe while scrolling through Facebook, checking your email, or reading an article? That’s remarketing in action. And while it might feel like the internet is reading your mind, what’s actually happening is one of the smartest and most effective marketing strategies available to business owners today.
Remarketing ads focus on people who have already interacted with your brand—whether they visited your website, engaged with a social post, or even added something to their cart but didn’t check out. Unlike traditional ads that introduce your business to a cold audience, remarketing ads target warm leads—people who already know who you are and have shown interest in what you offer. And that’s why remarketing consistently delivers some of the highest ROI in digital advertising.
Why Remarketing Ads Work So Well
Think about it—most people don’t buy something the very first time they see it. Life gets busy, distractions happen, and sometimes they just need a little nudge. That’s where remarketing comes in.
By showing up again in front of someone who already browsed your site, engaged with your content, or considered making a purchase, you’re increasing the chances of turning that interest into a sale. Instead of spending ad dollars trying to convince new people that your offer is valuable, you’re investing in people who already believe in it—they just need a final nudge.
And the results? They speak for themselves. Just the other day, I spent $11 on a remarketing ad and made $470 in return. That’s not an everyday occurrence, but it perfectly illustrates why remarketing ads come with the best return on investment—because they focus on the people who have already taken a look at what you have to offer. Out of all the ads I’ve run over the years, remarketing has always come out on top.
How Remarketing Works
Remarketing ads work by tracking visitors to your website (or people who engage with your content) using a tracking pixel or code. When they leave your site without making a purchase, they get added to a custom audience list, and your ads start following them around the internet—on Facebook, Instagram, Pinterest, Google, and beyond.
Essentially, instead of showing ads to random people, you’re only targeting those who have already shown interest in your business. That means:
- They’re already somewhat familiar with you.
- They’ve already taken action, even if it was just browsing.
- They’re much more likely to convert than someone seeing you for the first time.
That’s why remarketing ads don’t just increase conversions—they do so at a lower cost per conversion than cold audience ads.
Setting Up Your First Remarketing Ad
If you’re new to running ads, the thought of setting up remarketing might feel overwhelming, but I promise—it’s simpler than you think. Here’s a step-by-step breakdown to get started:
1. Install the Right Tracking Pixel
First things first, you need to install a tracking pixel (or tag) from the platform you’ll be running ads on. Facebook has the Meta Pixel, Google has Google Tag Manager, and Pinterest has its own Pinterest Tag. These tracking tools allow you to see who is visiting your site so you can retarget them with ads later.
2. Build a Custom Audience
Once your pixel is in place, it will start collecting data on visitors. Now, you can create custom audiences based on different interactions, such as:
- People who visited your website in the last 30, 60, or 90 days.
- People who added an item to their cart but didn’t check out.
- People who engaged with your content (liked, commented, or shared a post).
- People who watched a percentage of your video content.
3. Create a Compelling Ad
Remarketing ads don’t need to be flashy or complex—but they do need to be strategic. Since you’re targeting warm leads, your messaging should remind them why they were interested in the first place. Here are some approaches that work well:
- Reminder Ads: “Still thinking about [product name]? It’s waiting for you!”
- Incentive Ads: “Take 10% off your order—just for coming back!”
- Social Proof Ads: “See why thousands of happy customers love [product name].”
- Urgency Ads: “Limited stock left! Grab yours before it’s gone.”
4. Set a Budget and Run the Ad
One of the best things about remarketing ads? They don’t require a huge budget. Because you’re only targeting a smaller, high-intent audience, you can start with as little as $5–$10 a day and see results. Once you’ve tested your ad and know it’s working, you can scale your budget as needed.
Why Remarketing Should Be Part of Your Strategy
One of the biggest mistakes I see business owners make is focusing all their efforts on attracting new customers while forgetting about the ones who are already halfway through the door.
Remarketing ads change that. They ensure that when someone expresses interest in your offer, they don’t forget about it five minutes later. They bring back the people who almost bought, remind past customers why they love you, and—when done right—deliver some of the best ROI you’ll ever see in digital marketing.
So if you haven’t started using remarketing ads yet, now’s the time. Set up your tracking pixel, build your audience, and watch what happens when you stop chasing cold leads and start focusing on the warm ones already waiting for you.
And if you’re ready to take your ad strategy to the next level, I break down everything you need to know in my Pinterest Ad Strategy Course. In just 90 minutes, I’ll walk you through exactly how I set up ads that convert, giving you real examples you can apply to your own business, check it out here!
