Most website visitors will browse and leave your site without converting. Retargeting helps bring them back and turn intent into action.

Why Retargeting Ads Matter

In an ideal world, everyone who visits your website would instantly become a lead. But in reality, buyers don’t convert right away. They research, compare, and bounce between competitors before making a decision. On average, only about 2% of your web traffic becomes a lead during their first visit.

So, what happens to the other 98%?

Without a system to re-engage them, they disappear. That’s where retargeting ads come in a strategy that keeps your brand in front of those potential buyers as they continue their journey online.

What Is Retargeting?

Retargeting (also called remarketing) is the process of showing ads to users who have already visited your website but didn’t convert. These ads are shown to them on other websites or platforms to bring them back to your site and nudge them closer to a conversion.

Here’s how a typical retargeting process works:

retargeting-ads-flow
  1. Visitor lands on your site
  2. Leaves without taking action
  3. Browses other websites
  4. Sees your ad somewhere else
  5. Clicks your ad and returns
  6. Converts on your site

Types of Retargeting

There are three primary retargeting methods used today, each with its own advantages and limitations.

1. Third-Party Retargeting

This method relies on browser cookies or tracking pixels to collect data about a user’s visit. After they leave your site, these cookies allow your ads to “follow” them across the web via third-party ad networks like Google Display Network or social platforms.

Pros:

  • Large audience reach
  • Ability to show ads based on page-specific interest (e.g. pricing pages)

Cons:

  • Cookie blocking by browsers (Safari, Firefox, Chrome) reduces accuracy
  • Legal privacy regulations like GDPR and CCPA limit use

2. Contact List Retargeting

This involves uploading a list of known contacts (from gated content, webinar signups, etc.) to ad platforms. When someone on your list logs into those platforms using the same email, they’ll see your ads.

Pros:

  • High accuracy
  • Personalized ad targeting

Cons:

  • Small audience size
  • Dependent on email matching (same email on your site and platform)

3. B2B Audience Retargeting

This method combines behavioral tracking with firmographic data (company name, industry, employee count, etc.) using a tag placed on your website. Instead of cookies or emails, it builds retargeting audiences based on company-level data.

Pros:

  • Ideal for B2B campaigns
  • Enables personalized ads based on account data
  • Allows for custom exclusions and bid optimization

Cons:

  • Only works for business audiences, not B2C

Why Retargeting Is Essential for B2B Marketers

For B2B marketers, retargeting provides a second (or third) chance to re-engage high-value website visitors. Unlike standard ad campaigns, retargeting focuses on warm leads people who already showed some level of interest.

By leveraging retargeting, you can:

  • Recapture lost traffic
  • Serve personalized ads
  • Increase conversion rates
  • Stretch your ad budget further