How to Set Up Retargeting on Google, Facebook, and More
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.
Booking increase (fitness studio case study)
from retargeting implementation
Cost per conversion reduction
with properly structured retargeting
Platforms covered (Google, Meta, more)
set up in this guide
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.
- Create a Google Tag Manager account.
- Add the GTM container code to your website's
<head>section. - 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.
- Navigate to Google Ads → Tools → Audience Manager → Remarketing.
- Click Create remarketing tag.
- Follow the prompts to generate the tag.
- 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.
- In Google Ads, go to New Campaign and choose Display Network or Search Network.
- Under Audience, select Remarketing audiences.
- Choose the audience you want to target (e.g., "All visitors in the last 30 days").
- Set your bid strategy (e.g., Maximize Conversions).
- 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.
- Go to the Meta Business Suite and select your business manager.
- Go to Events Manager → Data Sources → Create Data Source → Pixel.
- Create a new pixel and copy the base code.
- 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
- Go to Ads Manager → Audiences → Custom Audiences → Website.
- Choose a data source (your Meta Pixel).
- Set your time frame and event (e.g., "Page View" in the last 7 days).
- Create your audience.
Step 3: Launch Retargeting Campaigns
- Go to Campaigns → Create.
- Choose Awareness, Consideration, or Conversion as your campaign objective.
- Select your custom audience.
- Set your budget and target location.
- 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
- Go to LinkedIn Campaign Manager.
- Create a new tag under Tags & Conversions.
- 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.
- Go to Audiences → Custom Audiences → Business Match.
- Upload your LinkedIn email list or use the website tag to build an audience.
- Wait 7-14 days for the audience to populate.
Step 3: Run Retargeting Campaigns
- Launch a new campaign in Campaign Manager.
- Choose your Business Match audience.
- Set your objective (e.g., Website Conversion, Lead Gen).
- 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
- Go to Pinterest Ads Manager.
- Create a new tag under Tools → Tags → Create Tag.
- Add the tag to your website via GTM.
Step 2: Set Up Retargeting Audiences
- Go to Audiences → Create Audience.
- Choose "Website" as the source.
- 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
- Launch a new campaign in Pinterest Ads.
- Select your custom audience.
- Choose a visual ad format (e.g., Pin or Carousel).
- 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:
- 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.
- Segment your audiences - retargeting "all visitors" is too broad. Drill down to specific actions like "added to cart" or "viewed pricing".
- 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.
- Test different ad creatives - use A/B testing to see what visuals, copy, and offers work best.
- 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
Is $10 a day enough for Google Ads?
Absolutely - and more importantly, it can be effective if you're targeting the right audience. The key is to focus on relevance and quality of traffic, not just budget size. For example, a local hair salon we worked with used $10/day for retargeting ads and saw a 42% increase in walk-ins within a month. It's not about how much you spend - it's about how smartly you spend it.
How do I set up Google Ads for my small business?
Start with these steps:
- Create a Google Ads account.
- Set up Google Tag Manager and install the remarketing tag.
- Launch a small "test" campaign aimed at retargeting recent website visitors.
- Use the "Maximize Conversions" bid strategy to let Google optimize your spend.
Is $100 enough for Google Ads?
It depends on your industry and location. $100/month is a good starting point for retargeting, especially if you have a high-intent audience. If you're in a competitive area (like New York or San Francisco), you may need more. But for most local businesses, $100 is enough to test and refine your strategy.
Why did Google Ads charge me $500?
There are a few reasons this could happen:
- You didn't set a daily or monthly budget cap.
- Your ads were running on the Google Display Network (which has higher CPMs).
- You had a conversion goal that triggered higher bids automatically. Always set a daily budget cap and monitor your campaign performance closely.
Can retargeting work if I don't have a website?
No - retargeting requires a website to track user behavior. If you don't have one, consider starting with SMS marketing or local directory listings (like Google Business Profile) to build engagement. If you want help setting up a website, we can help.
Ready to Boost Conversions with Retargeting?
Retargeting is one of the most powerful tools in your marketing arsenal - and it doesn't require a huge budget to work. Whether you're a coffee shop owner, a fitness studio, or a local hair salon, using retargeting smartly can help you convert more of your website traffic into actual customers.
If you've tried retargeting and it's not working, or you're just starting out and don't know where to begin, we can help. At DataLatte, we specialize in helping local businesses grow with data-driven digital marketing - from setting up retargeting campaigns to optimizing Google Ads and Meta Ads.
👉 Book a free 30-minute strategy call with us, and we'll show you exactly how to turn your website visitors into loyal customers.
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