Why remarketing works
Most people visit a website several times before they get in touch. Remarketing shows your ads to people who have already been to your site, reminding them of you while they are still deciding.
Because these visitors already know your brand, remarketing often costs less per enquiry than reaching new audiences.
Worth remembering
The goal is a helpful reminder, not following someone around the internet for months.
Segment your audiences
Group visitors by what they looked at. Someone who viewed a specific service page or started a booking deserves a different message from someone who only read a blog post.
Exclude people who have already enquired or bought, so you are not paying to advertise to existing customers.
Set sensible limits
Cap how often each person sees your ads and limit the time window to around 30 to 90 days. Refresh your creative regularly so the ads do not become wallpaper.
Offer something useful in your remarketing ads, such as a guide, a case study or a simple reason to book now.
Your practical checklist
- Install tracking tags correctly on your site.
- Create audiences based on pages visited.
- Exclude existing leads and customers.
- Set frequency caps and time limits.
- Refresh ad creative every few weeks.
