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How to Set Up Retargeting on Google, Facebook, and More
Retargeting

How to Set Up Retargeting on Google, Facebook, and More

May 16, 2026·Nataliia· 12 min read All posts
If your website is getting traffic but not turning into sales, you're missing out on one of the most powerful tools in modern marketing: retargeting. Retargeting is not just a buzzword - it's a proven strategy that can dramatically increase your conversion rates.
According to a case study we ran for a local fitness studio, retargeting led to a 64% increase in appointment bookings and a 38% reduction in cost per conversion. That kind of performance doesn't come from luck - it comes from knowing how to set up retargeting the right way.
In this guide, I'll walk you through how to set up retargeting on Google, Facebook, and more - no fluff, no corporate speak, just actionable steps you can start using today.
64%↑

Booking increase (fitness studio case study)

from retargeting implementation

38%↓

Cost per conversion reduction

with properly structured retargeting

3→

Platforms covered (Google, Meta, more)

set up in this guide

$5–$15↓

Typical retargeting CPM

much lower than cold audience ads

What Is Retargeting and Why Should You Care?

Retargeting (also known as remarketing) is the process of showing ads to people who have already interacted with your website or app. The goal? To bring them back into your sales funnel and encourage them to take action - like making a purchase, booking a service, or signing up for your newsletter.
The beauty of retargeting is that it works with people who are already familiar with your brand. They've already shown some level of interest - your job is to remind them why they should choose you.
Here are the main platforms you can use retargeting on:
  • Google Ads (Google Tag Manager + Google Ads Remarketing)
  • Meta Ads (Facebook and Instagram Pixel)
  • LinkedIn Ads (Business Match)
  • Pinterest Ads (Tag Retargeting)
Let's break down how to set it up on the most popular ones.

How to Set Up Retargeting on Google Ads

Google Ads is one of the most effective places to retarget people who have visited your site but didn't convert.

Step 1: Install Google Tag Manager

If you haven't already, you need to install Google Tag Manager (GTM) on your website. GTM is where you'll manage all of your retargeting tags.
  1. Create a Google Tag Manager account.
  2. Add the GTM container code to your website's <head> section.
  3. Verify that GTM is working by using the GTM preview mode.

Step 2: Install the Google Ads Remarketing Tag

Once GTM is installed, you can set up the Google Ads remarketing tag.
  1. Navigate to Google Ads → Tools → Audience Manager → Remarketing.
  2. Click Create remarketing tag.
  3. Follow the prompts to generate the tag.
  4. Add the tag to GTM and deploy it on your site.
Pro tip: Use the "All Pages" tag for general retargeting and "Custom Pages" for retargeting specific audiences - like people who viewed a pricing page but didn't book.

Step 3: Create and Launch Remarketing Campaigns

Now that the tag is set up, you can start creating campaigns.
  1. In Google Ads, go to New Campaign and choose Display Network or Search Network.
  2. Under Audience, select Remarketing audiences.
  3. Choose the audience you want to target (e.g., "All visitors in the last 30 days").
  4. Set your bid strategy (e.g., Maximize Conversions).
  5. Launch the campaign and monitor performance using conversion tracking.

How to Set Up Retargeting on Meta (Facebook & Instagram)

Facebook and Instagram (under Meta) are goldmines for retargeting because of their detailed audience segmentation and visual ad formats.

Step 1: Install the Meta Pixel

The Meta Pixel is the tool that tracks user behavior on your site.
  1. Go to the Meta Business Suite and select your business manager.
  2. Go to Events Manager → Data Sources → Create Data Source → Pixel.
  3. Create a new pixel and copy the base code.
  4. Install this base code via GTM or directly on your website.
If you're using Shopify, Wix, or WordPress, you can install the Pixel through built-in apps or plugins.

Step 2: Set Up Custom Audiences

Meta allows you to create audiences based on specific actions:
  • All website visitors
  • People who added to cart
  • People who viewed a specific page
  • People who completed a form
  1. Go to Ads Manager → Audiences → Custom Audiences → Website.
  2. Choose a data source (your Meta Pixel).
  3. Set your time frame and event (e.g., "Page View" in the last 7 days).
  4. Create your audience.

Step 3: Launch Retargeting Campaigns

  1. Go to Campaigns → Create.
  2. Choose Awareness, Consideration, or Conversion as your campaign objective.
  3. Select your custom audience.
  4. Set your budget and target location.
  5. Design your ad with a clear call-to-action.
Pro tip: Use the Dynamic Ads feature to automatically show products or services a user viewed - perfect for local businesses with online booking or e-commerce.

How to Set Up Retargeting on LinkedIn

LinkedIn is ideal for B2B services and professional audiences, but it can also work for local businesses offering high-ticket services (e.g., interior design, personal training, legal services).

Step 1: Install the LinkedIn Insight Tag

  1. Go to LinkedIn Campaign Manager.
  2. Create a new tag under Tags & Conversions.
  3. Install the tag on your website via GTM or directly.

Step 2: Set Up a Business Match Audience

LinkedIn's Business Match allows you to retarget people who visited your website and are on LinkedIn.
  1. Go to Audiences → Custom Audiences → Business Match.
  2. Upload your LinkedIn email list or use the website tag to build an audience.
  3. Wait 7-14 days for the audience to populate.

Step 3: Run Retargeting Campaigns

  1. Launch a new campaign in Campaign Manager.
  2. Choose your Business Match audience.
  3. Set your objective (e.g., Website Conversion, Lead Gen).
  4. Craft a professional-looking ad with a clear value proposition.

How to Set Up Retargeting on Pinterest

Pinterest is all about inspiration - and it's a great place to retarget users who are in the early stages of the buyer journey.

Step 1: Install the Pinterest Tag

  1. Go to Pinterest Ads Manager.
  2. Create a new tag under Tools → Tags → Create Tag.
  3. Add the tag to your website via GTM.

Step 2: Set Up Retargeting Audiences

  1. Go to Audiences → Create Audience.
  2. Choose "Website" as the source.
  3. Define your audience based on specific page views or actions.
For example, if you're a pet groomer, you could retarget users who viewed your "Grooming Packages" page.

Step 3: Create Retargeting Campaigns

  1. Launch a new campaign in Pinterest Ads.
  2. Select your custom audience.
  3. Choose a visual ad format (e.g., Pin or Carousel).
  4. Promote your services with eye-catching imagery and clear CTA.

Retargeting Best Practices to Save Time and Money

Retargeting is powerful - but only if you do it right. Here are the top tips I've learned while helping over 100 local businesses:
  1. Use multiple platforms - don't rely on one. People are everywhere online, and retargeting across Google, Meta, and LinkedIn increases your chances of re-engagement.
  2. Segment your audiences - retargeting "all visitors" is too broad. Drill down to specific actions like "added to cart" or "viewed pricing".
  3. Set frequency caps - show retargeting ads too many times, and users get annoyed. Most platforms allow you to cap how many times someone sees your ad.
  4. Test different ad creatives - use A/B testing to see what visuals, copy, and offers work best.
  5. Don't forget email - combine retargeting with email marketing for a 1-2 punch. We often see a 25% open rate boost in emails sent to retargeted audiences.

Frequently Asked Questions

Q: Won't retargeting creep people out? Yes — if you do it badly. If someone sees your ad 15 times in a day, they’ll feel tracked. Set a frequency cap (3 per 7 days is safe). Show relevant ads based on what they looked at. And most important: exclude people who already converted. A dentist in Philadelphia got complaints from two patients who saw his ad for “new patient special” even though they’d been coming for years. He fixed it by uploading his email list as an exclusion audience. Complaints stopped, and his ad spend dropped 20% because he wasn’t wasting money on existing patients.
Q: How much should I spend on retargeting vs. new customer ads? A good starting rule: 20–30% of your total ad budget goes to retargeting, the rest to prospecting. A bakery in Austin spent $200 on retargeting and $800 on Facebook prospecting. The retargeting produced a 3x ROAS ($600 in sales from $200 spend). Prospecting gave 1.2x ROAS. So retargeting was more efficient, but prospecting brought in new names. Adjust based on your goals. If you have a small list (under 1,000 visitors per month), retargeting will run out of audience quickly. Keep it modest.
Q: Do I need a separate landing page for retargeting ads? Not always, but it helps. If you’re offering a specific discount or promotion exclusively for retargeted visitors, use a unique URL. That way you can track exactly how many conversions came from retargeting. A nail salon in Portland used a landing page “nail-salon.com/first-visit-offer” for their retargeting ads. They could see in Google Analytics that 80% of that page’s traffic came from retargeting. It converted at 12%. Their home page converted at 3%. The dedicated page paid for itself in one week.
Q: How long should I retarget someone? 30 days is standard for low-ticket services ($20–$100). For high-ticket services (HVAC replacement, dental implants, legal services), extend to 90 days. An HVAC company in Chicago used a 90-day retargeting window for emergency repair services. They found that 40% of their retargeting conversions happened between 30 and 60 days after the first visit. If they had cut at 30 days, they would have missed those leads. Test your own window — start with 30, then extend if you see conversions happening late.
Q: Can I retarget on platforms like Yelp or Nextdoor? Yelp allows audience targeting but it’s limited (you can target by category, location, and demographics, but not by your own website visitors unless you use Yelp’s pixel). Nextdoor offers a “Retargeting” option for local businesses. A pizza place in Austin used Nextdoor retargeting for delivery orders: they set up the Nextdoor pixel on their online ordering page and retargeted people who started an order but didn’t finish. They spent $150 over a month and recovered 8 abandoned orders worth $280. It’s not as robust as Google or Facebook, but worth adding if your audience skews older or hyper-local.
Q: What if I have a low-traffic website? Can I still retarget? Yes, but you need to lower your expectations or use a longer window. If you only get 200 visitors per month, your retargeting audience will be tiny. Options: (1) Use a 90-day window instead of 30 to build a larger list. (2) Retarget across platforms (same pixel feeds both Google and Facebook). (3) Use email list retargeting — upload your existing customer or subscriber emails to Facebook Custom Audiences or Google Customer Match. A boutique in Nashville had only 300 website visitors a month but an email list of 2,000. They uploaded the emails to Facebook, created a retargeting audience, and ran ads to those people. The campaign brought in $2,500 in sales on a $400 ad spend.
I’ve been doing this long enough to know that retargeting isn’t the sexiest part of marketing. No one posts screenshots of their remarketing lists on Instagram. But I’ve also seen the look on a business owner’s face when they realize they’ve been leaving 30% of potential revenue on the table because they assumed people would come back on their own. They don’t. Not unless you remind them. A smart, segmented, frequency-capped retargeting campaign is the cheapest way to turn a maybe into a yes. If you want to run through your current setup and see what’s actually working (or bleeding money), I do that all day. No pressure, just a real look at your numbers.
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Nataliia — local marketing expert
Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia

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