Insights · Paid traffic · Retargeting
Google Ads remarketing: how to set it up and which audiences to build
By Hafeez R, Senior Paid Media Specialist
Published · 3 minute read
The short answer
Google Ads remarketing shows your ads to people who have already visited your website. To set it up, install the Google tag with Consent Mode v2, build audiences in Google Ads by page visited and action taken, use them in Search, Display, YouTube and Performance Max, exclude people who have enquired, and cap how often each person sees your ads.
Remarketing is one of the cheapest sources of leads in most of our Google Ads accounts. The people are already interested; they just need a reminder. Here is the set-up I use.
Step 1: install the Google tag with consent
Add the Google tag to every page, ideally through Google Tag Manager, and connect it to a proper cookie banner using Google Consent Mode v2. UK law requires consent before advertising cookies are set, and Consent Mode keeps your measurement working as fully as the rules allow.
Step 2: build your audiences
| Audience | How long to keep it | Use it for |
|---|---|---|
| Service page visitors (one per service) | 30 to 90 days | Ads about that exact service |
| Pricing or fees page visitors | 30 days | Proof and a direct offer to talk |
| Form starters who did not submit | 14 days | A simple, direct offer |
| YouTube video viewers | 60 days | Smaller sites with less traffic |
| Converted leads and clients | 180 days | Exclusions |
Step 3: use remarketing in Search, not just Display
Most people think of remarketing as banner ads. The quieter win is remarketing lists for search. When a past visitor searches again, you can bid higher, because you know they are already interested. It often produces some of the lowest-cost leads in the account.
Step 4: show a sequence, not one ad
- Days 1 to 3A reminder of the service they looked at, with your strongest benefit.
- Days 4 to 10Proof: a review, a result, or a short video of your team.
- Days 11 to 20Answer the most common objection: price, time or trust.
- Days 21 to 30A specific offer, such as a free consultation.
Step 5: cap frequency and exclude converters
Limit how often each person sees your display and YouTube ads, and exclude anyone who has enquired or become a client. Nothing damages a brand faster than following a new client around the internet with ads for a service they have already bought.
About the author
Hafeez R, Senior Paid Media Specialist. Hafeez runs paid search and paid social, from Google Ads and Microsoft Ads to retargeting and ChatGPT Ads, with every campaign judged on lead quality, not clicks.
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