Paid ads. Reviewed October 29, 2026
Retargeting
Also called: Remarketing
Retargeting shows ads to people who already visited a website, called, or submitted a form, which is cheap because the audience is small and already interested.
In practice
A homeowner who priced a roof last week and did not book is the best audience a roofer has. A short Meta or Display campaign to that list, with a review and an offer, brings some back for a few dollars each.
It needs the tracking pixel installed before the traffic arrives. It cannot reach people who visited before the pixel existed.
Related terms
- Conversion trackingConversion tracking is the setup that tells an ad platform or analytics tool when a visitor did the thing that matters, such as calling, submitting a form or booking, so spend can be judged by results instead of clicks.
- Meta lead formA Meta lead form is an ad on Facebook or Instagram that opens a form inside the app, pre-filled with the person's name and phone, so the lead arrives without a website visit.
- Lead nurtureLead nurture is the automated series of texts and emails sent to a lead who has not booked yet, spaced over days or weeks, so the business stays in front of them until they are ready.
Go deeper
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