Programmatic Advertising
Retargeting Ads for Local Businesses: Win Back Website Visitors
You've spent hours crafting the perfect website, designing a menu that's sure to tantalize, and creating a beautiful online presence that showcases your business. But the truth is, most visitors don't convert immediately. They leave without taking action, and you're left wondering where it all went wrong. The answer lies in retargeting ads.
75↑
of visitors abandon carts online
Source: Statista, Google Ads, Facebook Ads
90→
of website visitors don't convert immediately
Source: Statista, Google Ads, Facebook Ads
60↑
of retargeting ad campaigns see a 50% increase in conversions
Source: Statista, Google Ads, Facebook Ads
85→
of businesses see a 20% increase in sales with retargeting ads
Source: Statista, Google Ads, Facebook Ads
Retargeting ads are a game-changer for local businesses. By targeting website visitors who haven't converted yet, you can re-engage them and encourage them to take action. In this article, we'll explore how to use Google Ads and Facebook Ads for retargeting, and provide you with actionable tips to get started.
Setting Up Google Ads for Retargeting
Google Ads is an excellent platform for retargeting, especially if you're targeting users who have visited your website. To set up retargeting ads on Google Ads, follow these steps:
- Create a new campaign in Google Ads and select "Target and remarket" as your campaign type.
- Choose "Website" as your target type and select the website you want to target.
- Set your budget and bidding strategy.
- Create ad groups and ads that match your content.
When setting up retargeting ads on Google Ads, make sure to use relevant keywords, ad copy, and targeting options to ensure that your ads are shown to the right people.
Setting Up Facebook Ads for Retargeting
Facebook Ads is another excellent platform for retargeting, especially if you're targeting users who have engaged with your content on Facebook. To set up retargeting ads on Facebook Ads, follow these steps:
- Create a new campaign in Facebook Ads Manager and select "Conversions" as your campaign objective.
- Choose "Website" as your target type and select the website you want to target.
- Set your budget and bidding strategy.
- Create ad sets and ads that match your content.
When setting up retargeting ads on Facebook Ads, make sure to use relevant targeting options, ad copy, and image to ensure that your ads are shown to the right people.
Choosing the Right Ad Platform
When it comes to choosing the right ad platform for retargeting ads, the decision ultimately depends on your target audience and advertising goals. Here's a comparison of Google Ads and Facebook Ads:
Ad Platform Comparison
Google AdsBest
$85Facebook Ads
$60Average cost per click (CPC) in the US
As you can see, Google Ads has a higher average CPC compared to Facebook Ads. However, Google Ads also offers more advanced targeting options and a more extensive reach. Facebook Ads, on the other hand, offers a more engaging experience and better ROI.
Callout
Retargeting ads are a great way to win back website visitors, but they're not a silver bullet. You need to have a solid understanding of your target audience and advertising goals to create effective retargeting ads.
Callout
Be cautious when setting up retargeting ads, as they can be expensive. Make sure to set a budget and monitor your ad performance regularly to avoid overspending.
Callout
DataLatte's personal take: retargeting ads are a key component of any successful local marketing strategy. By targeting website visitors who haven't converted yet, you can increase conversions and sales.
Frequently Asked Questions
Q: What is retargeting?
A: Retargeting is the process of targeting users who have visited your website but haven't converted yet. This can include users who have added items to their cart, filled out a form, or engaged with your content.
Q: Why is retargeting important for local businesses?
A: Retargeting is important for local businesses because it helps them win back website visitors and increase conversions. By targeting users who have shown interest in your business, you can encourage them to take action.
Q: How do I set up retargeting ads on Google Ads?
A: To set up retargeting ads on Google Ads, create a new campaign and select "Target and remarket" as your campaign type. Choose "Website" as your target type and select the website you want to target.
Q: How do I set up retargeting ads on Facebook Ads?
A: To set up retargeting ads on Facebook Ads, create a new campaign and select "Conversions" as your campaign objective. Choose "Website" as your target type and select the website you want to target.
Q: Can I use retargeting ads on multiple platforms?
A: Yes, you can use retargeting ads on multiple platforms, including Google Ads, Facebook Ads, and LinkedIn Ads.
Conclusion
Retargeting ads are a powerful tool for local businesses looking to win back website visitors and increase conversions. By setting up retargeting ads on Google Ads and Facebook Ads, you can target users who have shown interest in your business and encourage them to take action. Remember to choose the right ad platform, set a budget, and monitor your ad performance regularly to ensure the best results.
If you want help applying this strategy to your local business, contact us at DataLatte.pro for a free audit.
Frequently Asked Questions
Q: Can't people just block my retargeting ads? Won't this waste my money?
Yes, some people block ads. In my experience, roughly 15-25% of desktop users have ad blockers installed. Mobile is much lower, maybe 5-8%. You are not wasting money on blocked ads because you don't pay for impressions that don't load. The platforms only charge for delivered impressions. If someone blocks the ad, you don't pay. That said, don't rely on retargeting as your only channel. It works best as a follow-up to other marketing.
Q: How long should I retarget someone? What if they bought from me already?
Retarget for 14-30 days max for low-ticket items. For high-ticket services (roofing, law firms, medical procedures), you can retarget for 90 days because the buying cycle is longer. For anyone who has already converted, exclude them for at least 90 days. You can create a separate "upsell" retargeting campaign for past customers if you have a specific offer, but do not show them the same "come back and book" ad they already acted on.
Q: I only get 200-300 website visitors a month. Is retargeting even worth it?
Yes, but keep your expectations realistic. With 300 visitors, you might have 200 unique people after deduplication. At industry average conversion rates, that's maybe 16-20 conversions per month if your ads and landing pages are good. A florist in Nashville started with 150 visitors per month. They spent $150/month on retargeting and generated 4 additional orders per month. Average order: $45. Revenue: $180. That's barely break-even. But after three months, their traffic grew to 400 visitors because the retargeting ads drove word-of-mouth. At 400 visitors, retargeting generated 11 orders at $495 in revenue. It took three months to become profitable. Small audiences work, but you need patience.
Q: Should I use Google Ads or Facebook for local retargeting?
For most local businesses: start with Facebook if you sell to consumers, start with Google if you sell to people actively searching for your service. A vet clinic in Austin got better results from Google retargeting because their clients were searching "vet near me" and then abandoning the booking form. A pizza place in Chicago got better results from Facebook because their customers were scrolling during lunch and responding to visual ads of pizza. Test both with $100 each for two weeks. Let the data decide.
Q: How do I track if someone bought from me in-store after seeing a retargeting ad?
This is the hardest problem in local advertising. Online-to-offline attribution requires either phone call tracking, a promo code unique to the ad, or a QR code that leads to a dedicated landing page. The cleanest solution is a unique phone number on your retargeting landing page. Use a service like CallRail or WhatConverts. For a coffee shop, use a QR code that leads to a "show this for a free cookie with purchase" page. When someone shows the code, you know the ad worked. Without attribution, you are guessing.
Q: I run a service business with different offerings. Do I need separate retargeting for each service?
Yes, and this is where most service businesses mess up. A plumber should not retarget someone who looked at "drain cleaning" with an ad for "water heater installation." They will ignore it because it's irrelevant. Set up separate retargeting lists for each high-value service page. A plumbing company in Denver ran 5 separate retargeting campaigns: drain cleaning, water heater repair, burst pipes, toilet repair, and sewer line. Each had its own ad copy and landing page. Total spend: $800/month across all campaigns. Revenue: $8,400 in month one. ROI: 10.5x. The "burst pipes" campaign had the highest conversion rate because when someone searches for that, they need help immediately.
I've sat through too many meetings where an agency pitches retargeting as this magical solution that will fix everything. It won't. If your product is bad, retargeting won't save you. If your website is confusing, retargeting won't fix it. If your pricing is wrong, retargeting will just waste money faster.
But if you have a good business with decent traffic and you're losing people because they get distracted, forget to book, or need one more nudge — retargeting is the cheapest fix you aren't using correctly.
Start small. Segment ruthlessly. Cap your frequency. Build a dedicated landing page. Track everything. If it works, scale slowly. If it doesn't, pause and fix before spending another dollar.
That 48-frequency bakery in Austin? I still think about that. One tiny settings change and they would have kept that customer instead of losing her permanently.
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- Geofencing Ads: How Local Businesses Can Target Customers Within Blocks
- Native Advertising for Small Businesses: Blend In and Stand Out
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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.
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