Retargeting shows ads specifically to people who have already visited your website or interacted with your content. Because these people already know who you are, retargeting ads convert at a much lower cost per lead than cold audience campaigns. Setting it up requires three things: the Meta Pixel on your site, a custom audience built from that Pixel data, and an ad that speaks to someone who has already seen you once.
Most service businesses spend their entire ad budget trying to reach people who have never heard of them. Someone who clicked your ad last week, read your services page, and left without booking is the warmest audience you have. Reaching them again costs a fraction of what it cost to find them the first time. This guide covers how the Meta Pixel works, how to build a retargeting audience, what the ad should say, how much budget to put toward it, and the common mistakes that waste retargeting spend.