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Don’t Let Warm Leads Go Cold: Master Retargeting

Don’t Let Warm Leads Go Cold: Master Retargeting

Retargeting Campaigns That Actually Convert

May 14, 2025

In partnership with

Most website visitors don’t convert the first time.

That doesn’t mean they’re uninterested. It means they need a second (or third) touch—served at the right time, in the right place, with the right message.

That’s where retargeting campaigns come in.

Retargeting (or remarketing) is one of the most cost-effective ways to re-engage visitors who’ve already shown interest but didn’t take action. Done right, it brings them back and nudges them to convert—without feeling pushy or repetitive.

In this issue of Startup Stoic, we’re breaking down:

What makes retargeting work
The key types of retargeting
Strategies for smarter (and more profitable) campaigns

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Why Retargeting Works

People rarely buy on the first touch. Most conversion journeys are multi-step, especially for high-consideration products.

Retargeting helps by:

Keeping your brand top of mind
Nudging leads toward action when they’re ready
Recovering lost revenue and abandoned carts
Maximizing ROI from your paid traffic

In short, retargeting is not about pressure—it’s about presence.

Source: Sevenatoms

Types of Retargeting Ads (and When to Use Them)

1. Site-Based Retargeting
Show ads to users who visited your website but didn’t convert. You can segment them based on pages visited (product, pricing, blog) and tailor ads accordingly.

Use it when: You want to bring visitors back to complete a purchase, sign up, or book a demo.

2. Pixel-Based Retargeting
Install a tracking pixel (from Google, Meta, LinkedIn, etc.) to collect behavioral data. It enables you to build custom audiences based on on-site actions.

Use it when: You’re running paid ad campaigns across multiple channels and need deep targeting control.

3. Email List Retargeting
Upload your customer or subscriber lists to ad platforms. Show ads to people who’ve engaged with emails but didn’t click or convert.

Use it when: You’re nurturing leads and want to reinforce your email campaigns with visual reminders.

4. CRM-Based Retargeting
Integrate tools like HubSpot, Klaviyo, or Salesforce to trigger ads based on CRM data—e.g., deals in progress, churned customers, or inactive trials.

Use it when: You want to re-engage high-intent users with highly relevant, personalized offers.

Smart Retargeting Strategies That Work

1. Segment Ruthlessly
Not all visitors are the same. Don’t show everyone the same retargeting ad.

Examples:

Visitors who viewed your pricing page = ready for a demo ad
Cart abandoners = need a time-sensitive discount
Blog readers = offer a lead magnet or free resource

The more specific the message, the higher the conversion rate.

2. Set a Frequency Cap
Nothing burns goodwill faster than ad fatigue. Set caps so people don’t see your ad 20 times in a week.

Best practice: 2–3 views per day, 7–10 per week. Rotate creatives regularly to keep things fresh.

3. Use Dynamic Product Ads
If you’re an ecommerce brand, use dynamic ads that auto-populate with the exact products someone viewed. Platforms like Meta and Google Shopping do this well.

This feels personalized, relevant, and helps reduce cart abandonment.

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4. Create Time-Based Campaigns
Retarget differently based on how long it’s been since someone visited.

Examples:

0–3 days: Urgency ad with reminder
4–7 days: Value ad with a testimonial or guarantee
8–14 days: Offer ad with discount or bonus

Behavior changes over time—your messaging should too.

5. Combine with Email & SMS
Retargeting works best when it's part of a larger omni-channel follow-up strategy. Coordinate your ads with what you’re sending via email and text.

Example: Someone abandons a cart →

Day 1: Email reminder
Day 2: SMS offer
Day 3–5: Retargeting ad with social proof

This multiplies your chances of recovery.

Tools to Try

Meta Ads Manager – For pixel-based retargeting on Facebook & Instagram
Google Ads – For search and display retargeting
LinkedIn Matched Audiences – For B2B retargeting
Klaviyo / HubSpot – For CRM and email-based segmentation
Shoelace or RetargetApp – Simplified tools for ecommerce remarketing

Final Thoughts

Retargeting is your second chance. Often, your best chance.

Instead of constantly chasing cold leads, focus on warming up the ones who already came close. With the right setup, retargeting turns "almost customers" into loyal ones.