Most people don’t buy on the first visit — they research, compare, get distracted. Remarketing is the work of reopening the conversation with someone who already showed interest, at the right moment and without feeling like a stalker.
Segment by intent, not by “everyone who visited”
- Visited and left fast: still top of funnel. Show social proof, not an offer.
- Viewed pricing or a specific service: intent is there. Worth a direct offer or a chat CTA.
- Started the form and abandoned: the hottest lead. Remind them what was missing and make it easy to finish.
- Already a customer: exclude them from acquisition — or use them for repeat purchase.
Rules that prevent waste
- Short window: 7 to 30 days for a service, depending on the decision cycle. After that, interest cools.
- Frequency cap: 3 to 5 impressions per week. Above that, you annoy people and pay for it.
- Different creative from the original ad: someone who didn’t click the first time needs a new angle.
- Exclude those who converted: it sounds obvious; it’s the most common mistake.
What to measure
Cost per conversion of remarketing vs. acquisition, return-to-site rate, and incremental revenue — how much remarketing generates beyond what would have happened anyway.
At Trafegar, we build remarketing audiences alongside the acquisition funnel, so every media dollar works at the right stage.