You get website visitors but can't retarget them
Only 2-3% of visitors convert on first visit. Retargeting brings back the other 97% at a fraction of cold ad cost.
When to use
You have website traffic (500+ monthly visitors) and aren't retargeting.
Hypothesis template
If we retarget [website visitors] with [relevant ads], we'll recover [target]% of abandoned visitors because retargeting converts 3-5x better than cold ads.
Method
The problem: 97% of your website visitors leave without signing up. They were interested enough to visit but not ready to commit.
How to do it:
- Install Facebook Pixel and Google Ads remarketing tag on your site
- Create audience segments: all visitors, pricing page visitors, signup abandoners
- Design ads that address objections: "Still thinking about it? Here's what 500 founders say..."
- Set frequency caps (3-5 impressions per week — don't stalk people)
- Exclude people who already signed up
- Budget: $5-10/day is enough to start
Key insight: Pricing page visitors who didn't sign up are your warmest leads. A retargeting ad saying "Still comparing tools?" costs 1/5 of a cold ad and converts 3-5x better.
Success metrics
- •Retargeting click-through rate
- •Cost per re-acquisition
- •Conversion rate of retargeted visitors
- •ROAS on retargeting spend
Prerequisites
- Website traffic to retarget
- Ad accounts on Facebook/Google
- $5-10/day minimum budget
Common pitfalls
- •Setting frequency too high (people feel stalked)
- •Not segmenting audiences
- •Using the same ad creative as cold ads
- •Forgetting to exclude converted users
Source: Common pattern. Retargeting ads convert 3-5x better than cold ads at 1/5 the cost.
Suggested ICE scores
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