Retargeting
Definition
Retargeting is showing ads to people who already interacted with you: visited your site, opened an email, watched a video, or filled out a form. On Meta it's built from the pixel, a customer list, or engagement with earlier ads.
Retargeting is showing ads to people who already interacted with you: visited your site, opened an email, watched a video, or filled out a form. On Meta it's built from the pixel, a customer list, or engagement with earlier ads.
It's the cheapest meeting most B2B companies aren't booking. Someone who visited your pricing page, or opened an email about their own permit and got pulled into something else, is closer to a meeting than anyone on a cold list. A retargeting ad reminds them, at a fraction of what it costs to reach a stranger.
For a B2B company with a website that gets real traffic, retargeting is the first Meta audience to build. For a company whose buyers don't visit its site, like a contractor or an MSP, the retargeting audience is built from the signal audience: anyone from the list who clicked, watched three seconds of a video, or opened the email.
An example
A software company has 4,000 pricing-page visitors a month who never book a demo. A retargeting campaign shows them a 30-second video of the founder on one signal and a screenshot of a real customer reply. It costs a few hundred dollars a week and books demos in the first two weeks, because everyone in the audience already knew the name.
How we use it
As the second audience on every Meta program, after the signal audience. It's the audience that produces the most meetings per dollar, because everyone in it has seen the message once.
Related terms
Signal audience · Custom audience · Lookalike audience · Lead form (Meta)
If you want this run for you, see our Meta and Facebook ads agency, or Facebook ads for B2B SaaS.
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