Why Your Ads Are Ignored (and How Retargeting Fixes That Fast)

I’m going to be real with you, and deep down inside you know this is true: Most people who land on your site won’t convert.

In fact, 97% of visitors leave without buying, calling, or even opting in. That’s not failure—it’s just how user behavior works.

But here’s the kicker: they were interested enough to show up. That means the door is open—you just didn’t close it.

Retargeting is how you fix that.

When done right, retargeting brings those window shoppers back, warms them up, and turns missed opportunities into measurable revenue. It’s not some advanced, experimental tactic—it’s a must-have weapon in your marketing arsenal.

What Exactly Is Retargeting? (And Why It Works)

Retargeting (also called remarketing) is the strategy of showing ads to people who’ve already interacted with your business—visited your website, clicked an ad, added something to their cart, or watched a video.

It’s not about pushing people who’ve never heard of you. It’s about re-engaging the people who almost took action but didn’t.

And it works for a simple psychological reason: familiarity breeds trust.

Think about it. How often do you buy from a brand the first time you see it? Rarely.

Now think about how many times you’ve seen an ad again and thought, “Okay fine, let me check them out.”

That’s retargeting at work.

The Numbers Don’t Lie

Let’s hit you with the data:

Retargeted ads can boost conversion rates by up to 150%, according to Criteo.

Website visitors who are retargeted are 43% more likely to convert, per WordStream.

Retargeting increases branded search by 1046% (yes, over a thousand percent), according to a ReTargeter study.

Translation: retargeting doesn’t just remind people you exist—it drives action, clicks, conversions, and sales.

What Retargeting Is Not

Before we go deeper, let’s clear up a big misconception:

Retargeting ≠ blasting the same ad to everyone who visited your site.

If your retargeting strategy is “Hey, let’s show this generic display ad to everyone,” you’re wasting budget and annoying potential customers.

Retargeting done right is about segmentation, timing, and context.

It’s not about stalking. It’s about being relevant when the user is already in the decision-making process.

The 3 Main Types of Retargeting You Should Know

Let’s break it down into actionable buckets:

1. Pixel-Based Retargeting

This is the classic setup. A visitor hits your website, your retargeting pixel (from Facebook, Google, LinkedIn, etc.) tags them, and boom—they’re added to a custom audience.

You can now show them tailored ads off your site based on what they did on your site.

They viewed Product A? Show them an ad for Product A.

They abandoned cart? Hit them with a reminder + incentive.

They read a blog post? Offer them a downloadable guide or webinar invite.

This happens in real-time and is great for scale.

2. List-Based Retargeting

Already have a list of emails? You can upload that list to ad platforms and retarget those users—even if they didn’t visit your site recently.

Perfect for:

Re-engaging cold leads

Cross-selling to existing customers

Targeting event attendees or newsletter subscribers

Pro tip: Use segmentation. A blanket “Hey, come back!” message to a full list is lazy marketing. Use behavior-based buckets.

3. Engagement Retargeting (Social + Video)

These are the people who didn’t visit your site but engaged with your social content, ads, or videos.

Think:

3-second video views

Instagram profile visits

Facebook ad clicks without conversions

This works great for building mid-funnel warm audiences and bridging the gap between awareness and action.

Where Retargeting Shows Up: Channels That Matter

Google Display Network (GDN): Massive reach. Static or animated display ads that follow users across the web.

Meta (Facebook & Instagram): Arguably the best retargeting platform. Highly visual, audience-friendly, and converts like crazy when done right.

YouTube Ads: Retarget viewers who didn’t finish your video or who watched certain sections.

LinkedIn: Great for B2B. Target based on job title and site behavior.

Programmatic Platforms: Perfect if you want to scale retargeting across thousands of websites and apps with data-backed targeting.

Pro tip: Don’t stick to just one. Omni-channel retargeting multiplies your visibility and recall. Just make sure the message matches the medium.

Creating Retargeting Ads That Actually Work

This is where good marketers separate from mediocre ones.

Your retargeting ad shouldn’t look like a first-touch ad. These users already know you. You’re not introducing yourself—you’re pushing them toward the next step.

Here’s the recipe:

Make the copy personal
“Still thinking it over?” > “Discover our product”
“You forgot something” > “Check out our catalog”

Reference the action they took
“Liked the webinar? Here’s the full course.”
“Still interested in that red hoodie?”

Include urgency or incentives
“Your cart’s still waiting (but the offer isn’t)”
“Only 3 seats left for Friday’s workshop”

Add social proof or trust signals
Show testimonials, ratings, or guarantees. Reassure. Convert.

Avoid These Retargeting Mistakes Like the Plague

Too many businesses kill their credibility with lazy retargeting. Don’t be that brand.

Here’s what to steer clear of:

Ad fatigue: Showing the same ad 100 times won’t convince someone—it’ll annoy them.

No frequency capping: Set limits. People shouldn’t see your ad 20 times a day.

Ignoring exclusions: Already bought? Stop retargeting them with the same offer.
Broad audiences: Segment, segment, segment. Different people need different messages.

When Does Retargeting Work Best?

Retargeting isn’t magic—it’s a strategy that shines under the right conditions.

Here’s when it works best:

You have decent site traffic already (Retargeting 100 people? Not effective. 10,000? Now we’re talking.)

Your customer journey isn’t instant (Bigger purchases, B2B offers, and services benefit most from retargeting)

You’re already tracking behavior with pixels or UTM parameters

You have multiple touchpoints in place (email, content, social)

It’s not “set and forget”—it’s “test, tweak, dominate.”

Final Word: Retargeting Is the ROI Multiplier You’ve Been Missing

If you’re spending money on ads without retargeting, you’re renting attention and then walking away before sealing the deal.

Retargeting is how you stay top-of-mind, close more sales, and maximize your ROI.

And here’s the beauty of it: You’re not starting from scratch. These users already showed interest. You’re not selling to strangers—you’re rekindling a spark.

So here’s what you need to do next:

Set up your Facebook Pixel and Google Tag Manager.
Segment your audiences based on behavior.
Build ad creatives that speak to where they are in the funnel.
Set frequency caps and test ad variations weekly.
Measure, iterate, scale.

Retargeting isn’t optional anymore. It’s the difference between a one-and-done visit… and a loyal customer who comes back ready to buy.

Let me know if you want a condensed version of this blog for a newsletter teaser or LinkedIn post. I can also help build a 3-step checklist or lead magnet version.

Let’s be real: Most people who land on your site won’t convert.

In fact, 97% of visitors leave without buying, calling, or even opting in. That’s not failure—it’s just how user behavior works.

But here’s the kicker: they were interested enough to show up. That means the door is open—you just didn’t close it.

Retargeting is how you fix that.