How Do I Retarget Prospects on Facebook?

Not all visitors convert the first time they visit your website. In fact, 96% of people leave a website without making a purchase. That’s where Facebook retargeting ads come in.

Retargeting allows you to reconnect with potential customers who have already shown interest in your brand, whether they visited your website, engaged with a previous ad, or interacted with your social media. By delivering highly relevant, personalized ads, you can bring them back and increase your chances of conversion.

Let’s dive into how you can retarget prospects effectively using Facebook Ads.

What Is Facebook Retargeting and Why Is It Important?

Facebook retargeting is a strategy that delivers ads to users who have already engaged with your brand. These users are warmer leads than a cold audience, meaning they are much more likely to take action.

Key Benefits of Retargeting on Facebook:

✔️ Increases conversions – Targets users already familiar with your brand.
✔️ Reduces wasted ad spend – Focuses on high-intent audiences.
✔️ Boosts brand recall – Keeps your business top-of-mind.
✔️ Encourages repeat visitors – Brings back users who didn’t convert the first time.

How to Set Up Facebook Retargeting Ads

To launch a successful Facebook retargeting campaign, you need to:

1. Install the Meta Pixel on Your Website

The Meta Pixel is a tracking code that collects data on website visitors and their actions.

✔️ Go to Meta Business Suite > Events Manager
✔️ Click Add a Pixel and follow the setup instructions.
✔️ Add the Pixel code to your website header or use a plugin (if using Shopify, WordPress, or Webflow).
✔️ Verify the Pixel is working using Meta Pixel Helper (a Chrome extension).

The Meta Pixel is essential—it tracks user behavior so you can later retarget those visitors with relevant ads.

2. Define Your Retargeting Audience

Once the Pixel is in place, you can segment your audience based on behavior and engagement level.

To create a custom audience:
✔️ Go to Meta Ads Manager > Audiences
✔️ Click Create Audience > Custom Audience
✔️ Choose your data source (e.g., Website Traffic, Facebook Engagement)

Common Retargeting Audiences to Create:

🔥 Website Visitors – Retarget users who visited your site but didn’t convert.
🔥 Cart Abandoners – People who added items to their cart but didn’t check out.
🔥 Engaged Social Media Users – People who liked, shared, or commented on your posts.
🔥 Video Viewers – Users who watched a percentage of your videos.
🔥 Lead Form Openers – Those who clicked on your lead ad but didn’t submit.

By creating different audience segments, you can tailor your messaging based on how users engaged with your brand.

3. Choose the Right Retargeting Ad Type

Not all retargeting ads are the same—different formats work better for different goals.

Best Facebook Ad Formats for Retargeting:

📌 Dynamic Product Ads (DPA) – Automatically show users the exact products they viewed.
📌 Carousel Ads – Display multiple products, benefits, or testimonials in one ad.
📌 Video Ads – Re-engage audiences with engaging storytelling.
📌 Lead Generation Ads – Capture emails from interested prospects.
📌 Offer Ads – Encourage urgency with a limited-time discount.

Example: If someone browsed your product page but didn’t buy, a Dynamic Product Ad will remind them of the exact item they viewed—keeping your brand top of mind.

4. Craft High-Converting Retargeting Ads

Now that you have your audience and ad type, it’s time to write compelling copy and visuals that drive action.

Retargeting Ad Copy Best Practices:

✅ Personalization – Mention the specific product or service they engaged with.
✅ Social Proof – Include customer testimonials or reviews.
✅ Urgency & FOMO – Use time-limited discounts or “Only a few left” messaging.
✅ Strong CTA (Call to Action) – Encourage a specific next step, like "Shop Now" or "Claim Your Offer."

Example Retargeting Ad Copy:

"Still thinking about [Product Name]? Don’t miss out! Get 15% off if you complete your purchase today. Click below to claim your discount!"

5. Set Your Budget & Optimize Bidding Strategy

Facebook allows you to control your ad spend by setting a daily or lifetime budget.

Budgeting Tips for Retargeting Ads:

✔️ Start with at least $5–$10 per day to test performance.
✔️ Use Cost-Per-Click (CPC) or Cost-Per-Conversion (CPA) bidding strategies.
✔️ Optimize based on lowest cost per action.

Since retargeting ads focus on warmer leads, they typically require less budget compared to cold audience campaigns.

6. Measure & Optimize Your Retargeting Ads

To ensure your campaign is working, track key performance metrics:

✔️ CTR (Click-Through Rate) – Measures how many people clicked on your ad.
✔️ Conversion Rate – How many ad clicks led to a sale or action.
✔️ ROAS (Return on Ad Spend) – Compares revenue generated vs. ad spend.
✔️ Frequency – Prevents ad fatigue by limiting how often people see the ad.

If your conversion rate is low, test different:

• Ad creatives (images/videos)
• CTA buttons
• Offer types (discounts vs. free shipping)

A/B testing is key to maximizing your ad performance.

Win Back Your Prospects with Smart Retargeting

Retargeting is one of the most powerful tools in digital marketing—helping you re-engage potential customers and increase conversions without spending extra to find new leads.

By setting up Facebook retargeting ads the right way, you can stay in front of prospects, remind them of their interest, and bring them back when they’re ready to take action.

🚀 Want to level up your Facebook Ads strategy and drive more conversions? Our team specializes in high-performance retargeting campaigns that get results. Let’s get started today!