Retargeting Ads: How to Win Back People Who Didn't Buy
Most people don't buy the first time they see you. Retargeting shows them the right advert again. How to set it up on Facebook and Instagram, and the adverts that bring them back.
Most people who visit your page or watch your video don't buy the first time. They get distracted, need to think, or aren't paid until Friday. Without retargeting, they forget you.
Retargeting means showing adverts to people who've already shown interest. In most accounts we run, it's the cheapest source of sales.
Who to retarget
Meta lets you build audiences from people who:
- Visited your website or a specific product page.
- Added to cart or started checkout but didn't buy.
- Watched a share of your videos.
- Engaged with your Instagram or Facebook.
- Messaged you on WhatsApp, Messenger or Instagram.
- Are on your customer list.
Each group is at a different stage, and needs a different message.
Match the message to the stage
| Audience | What they need | Advert idea |
|---|---|---|
| Watched a video, no visit | A reason to look closer | A different angle on the product, or a testimonial |
| Visited, didn't add to cart | Reassurance | Reviews, delivery proof, guarantee |
| Added to cart, didn't pay | A nudge | Reminder of the item, pay on delivery, small bonus |
| Bought before | Something new | New stock, bundle, accessory |
The biggest mistake is showing everyone the same advert they already ignored.
Set it up
- Make sure tracking works. Website retargeting depends on the Meta Pixel and Conversions API. See setting up the Pixel.
- Create custom audiences in Ads Manager: website visitors in the last 30 days, video viewers, engagers, people who added to cart.
- Exclude recent buyers from campaigns aimed at people who haven't bought.
- Create a retargeting campaign with a modest budget. Retargeting audiences are small, so they don't need much.
- Use catalogue adverts if you sell many products, so people see the exact item they viewed. See our e-commerce ads service.
- Refresh creative often. Small audiences see adverts more often, so they tire faster.
How long to retarget
Interest fades. Most retargeting works best within 7 to 30 days of the visit. For higher-value purchases, like furniture, courses or property, a longer window can make sense.
Don't forget the free retargeting
Paid retargeting works best alongside free follow-up:
- Cart reminders by SMS and email for people who started checkout. See abandoned cart recovery.
- WhatsApp follow-ups for people who asked but didn't buy. See follow-up messages.
Common mistakes
- Starting retargeting months after launching adverts. Start on day one.
- Using the same creative as the first advert.
- Including people who already bought.
- Showing adverts too often to a tiny audience, which annoys people.
- Not tracking results separately.
Common questions
How much should I spend on retargeting?
Usually a small share of your total budget, often 10 to 20%, depending on how much traffic you have. Small audiences can't absorb big budgets.
Is retargeting creepy?
It can feel that way if it's relentless. Cap frequency, rotate creative and stop after a reasonable window.
Does retargeting work without a website?
Yes, partly. You can retarget video viewers, page engagers and people who messaged you, all without a website.
If you'd like us to set up full-funnel campaigns, see our Facebook and Instagram ads service.