Insights · Paid traffic · Retargeting
What is retargeting? A plain-English guide for service businesses
By Hafeez R, Senior Paid Media Specialist
Published · 3 minute read
The short answer
Retargeting is advertising shown to people who have already visited your website or engaged with your business, to bring them back to enquire. A small tag records visitors who agree to cookies, and platforms such as Google, Meta and LinkedIn then show those people your ads elsewhere. Google calls it remarketing; the two words mean the same thing.
Most people who visit your website leave without getting in touch. Not because they are not interested, but because they are not ready yet, or got distracted. Retargeting gives you a second and third chance with exactly those people.
How does retargeting work?
- A visitor arrivesSomeone visits your conveyancing page and accepts advertising cookies.
- A tag records the visitThe Google tag, Meta Pixel or LinkedIn Insight Tag adds them to an audience.
- They leaveThey close the tab without enquiring.
- Your ad follows upOver the next few weeks they see your ads on Facebook, YouTube or other websites, reminding them of you.
Retargeting vs remarketing: is there a difference?
Not really. Google uses "remarketing", Meta and most agencies say "retargeting". Some people use "remarketing" for email follow-up to known contacts, but for ads the two words mean the same thing.
Why does it work so well for service businesses?
Choosing a solicitor, accountant, adviser or clinic is rarely a one-visit decision. People compare and come back. Retargeting keeps you in front of them while they decide, and it reaches a small, already-interested audience, so it usually costs much less per lead than reaching new people.
What does retargeting need to work?
| Requirement | Why it matters |
|---|---|
| Enough visitors | Google needs at least 100 active visitors in 30 days for display remarketing, and 1,000 for search. |
| Cookie consent | UK law requires consent before advertising cookies are set. |
| Google Consent Mode v2 | Keeps Google measurement working within the consent rules. |
| Exclusions | Stops ads showing to people who have already enquired or booked. |
Google Ads Help, audience list minimums. Check current rules before you launch.
How to avoid annoying people
- Cap how often each person sees your ads.
- Show different ads depending on the service they looked at.
- Change the message over time: reminder, then proof, then an offer.
- Stop as soon as they enquire.
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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