Remarketing Strategies: How to Convert Visitors into Customers

Getting potential customers to visit your website is just half the battle—the real challenge is getting them to convert. The reality is that 97% of website visitors don’t make a purchase or inquiry on their first visit. That’s where remarketing comes in.

Remarketing strategies allow businesses to re-engage past visitors, remind them why they were interested in your product or service, and increase conversion rates. Whether through Google Ads, Meta Ads, or email marketing, remarketing helps turn casual visitors into paying customers.

At Hatch Strategies, we help businesses implement effective remarketing campaigns that drive repeat website visits, lead generation, and sales. If you need help with Google and social media remarketing, our team can create a custom strategy to bring back lost leads.

In this guide, we’ll explore how remarketing works, why it’s essential for business growth, and how to use it effectively across multiple platforms.

1. What is Remarketing (and Why is It Important)?

Remarketing (also called retargeting) is a digital marketing strategy that targets users who have previously visited your website but didn’t convert. These users see your ads across Google, social media, and other websites, reminding them of your business and encouraging them to return.

Why Remarketing Works:

• Keeps your brand top-of-mind – Customers don’t always convert on their first visit, but remarketing ensures they don’t forget you.
• Targets high-intent users – These users already showed interest, making them more likely to convert.
• Improves ROI – Remarketing campaigns often have higher conversion rates and lower ad costs compared to cold audience ads.
• Reduces abandoned carts – Helps e-commerce businesses recover lost sales.

Example: A user visits a local law firm’s website and reads a blog about personal injury claims but doesn’t schedule a consultation. A week later, they see a Google remarketing ad with the message: "Injured? Get a Free Case Review Today!", prompting them to take action.

2. Best Remarketing Strategies for Converting Visitors into Customers

1. Google Display Remarketing Ads

Google’s Display Network allows businesses to show visual banner ads to past visitors as they browse news sites, blogs, and other websites.

Best Practices for Google Display Remarketing:

• Use engaging visuals and strong CTAs (e.g., “Book Now” or “Get a Free Quote”).
• Create custom audience segments (e.g., show different ads to people who viewed specific service pages).
• Use time-sensitive offers to encourage conversions (e.g., “Limited-Time 20% Discount”).

Example: A med spa targets users who visited their “Botox treatments” page but didn’t book an appointment, displaying ads across beauty and wellness websites.

2. Google Search Remarketing (RLSA)

Remarketing Lists for Search Ads (RLSA) allow businesses to retarget past visitors when they perform a new Google search related to your industry.

Best Practices for RLSA:

• Bid higher on past visitors to ensure they see your ad again.
• Use exclusive messaging for retargeted users (e.g., “Welcome Back! Get 10% Off Your Next Order”).
• Target users who abandoned their cart or lead form.

Example: A personal injury law firm retargets users who previously visited their “Car Accident Attorney” page. When those users search for “Best Car Accident Lawyer Near Me,” they see a special retargeting ad with a call-to-action.

3. Facebook & Instagram Remarketing Ads

Meta (Facebook & Instagram) allows businesses to retarget past website visitors or users who engaged with their social media content.

Best Practices for Meta Remarketing Ads:

• Retarget based on user actions (e.g., viewed product page, added to cart, engaged with a post).
• Use carousel ads to showcase multiple products or services.
• Include limited-time offers to encourage conversions.

Example: A local gym runs a Facebook ad campaign targeting users who visited their membership pricing page but didn’t sign up. The ad offers a free one-week trial to bring them back.

4. Email Remarketing (Abandoned Cart & Lead Nurturing Emails)

Not all remarketing happens through ads—email remarketing is another powerful way to convert hesitant customers.

Best Practices for Email Remarketing:

• Send abandoned cart emails to remind users to complete their purchase.
• Follow up with leads who filled out a form but didn’t take the next step.
• Offer personalized recommendations based on browsing behavior.

Example: A dentist’s office emails users who booked an appointment but didn’t confirm, reminding them to complete their booking.

5. YouTube Video Remarketing

Businesses can retarget users who watched their YouTube videos with display and in-stream video ads.

Best Practices for YouTube Remarketing:

• Retarget users who watched 50% or more of your video.
• Use YouTube ads to promote case studies, testimonials, or service offerings.
• Offer a special discount or incentive for returning visitors.

Example: A real estate agent runs YouTube remarketing ads for users who watched their home-buying tips video, encouraging them to schedule a consultation.

3. How to Optimize Your Remarketing Campaigns for Maximum Conversions

Once your remarketing campaigns are running, continuous optimization is key to improving conversion rates.

1. Segment Your Audience

Not all visitors are the same—personalize your remarketing ads based on user behavior.

• Viewed a specific service page? Show ads related to that service.
• Abandoned checkout? Offer a discount or incentive.
• Engaged with your social media? Retarget them with a special offer.

2. Set Frequency Caps

Showing the same ad too many times can annoy users and lead to ad fatigue.

• Limit ads to 3-5 times per week per user to avoid overexposure.
• Rotate different ad creatives to keep content fresh.

3. Create Compelling Offers

Give visitors a reason to return and convert.

• Offer limited-time discounts or free trials.
• Provide exclusive content (e.g., “Download Our Free Guide”).
• Use scarcity tactics (e.g., “Only 5 Spots Left—Book Now!”).

4. Test & Optimize Ad Performance

Continuously improve results by A/B testing different elements:

• Ad creatives – Try different images, videos, or text.
• CTA buttons – Compare “Sign Up Now” vs. “Claim Your Free Trial.”
• Landing pages – Test different versions to improve conversion rates.

4. Final Thoughts: Why Every Business Should Use Remarketing

Remarketing increases brand awareness, improves conversion rates, and maximizes marketing ROI.

Key Takeaways:

• Remarketing targets high-intent users who already showed interest in your business.
• Google Ads, Meta Ads, and Email Remarketing work together to bring back lost leads.
• Personalized, strategic remarketing boosts engagement and sales.
• Continuous optimization and A/B testing improve performance over time.

At Hatch Strategies, we specialize in remarketing strategies that convert visitors into customers. Whether you need help with Google Ads, social media ads, or email remarketing, our team can build a customized campaign that drives real results.

Want to bring back lost leads and increase conversions? Contact Hatch Strategies today, and let’s create a remarketing strategy that works! 🚀