Meta Ads
Retargeting and Lookalikes
Most retargeting fails by showing the same ad to everyone who ever visited. Segment by intent and the message, offer and frequency can all change.
- Engagement
- Included in the Meta Ads retainer.
- Outcomes tracked
- Cost per acquisition on warm trafficFrequencyRepeat purchase rate
Included
What this covers.
Delivered by the same team that builds your site and systems, so the work is not handed between agencies.
- Audience segmentation by page, product and depth
- Exclusion logic so buyers stop seeing acquisition ads
- Three-stage creative sequence
- Lookalikes built from purchasers, not visitors
- Frequency caps and fatigue monitoring
In detail
Who it suits, and how it works.
Best fit
Businesses with meaningful site traffic and a purchase cycle longer than a single visit.
Segment before you retarget
A visitor who read one article and someone who abandoned checkout need different messages. We build audiences by depth and recency, then write a sequence for each rather than one generic reminder.
Stopping the fatigue
Retargeting gets expensive when the same person sees the same ad twenty times. Frequency caps, a short window for low-intent audiences and a rule for when to stop spending on a segment keep the channel efficient.
Questions
Before you commit.
- How long should someone stay in a retargeting audience?
- Between two and four weeks for most purchase cycles, with a separate long-window audience for considered purchases.
- Should lookalikes be built from visitors?
- From customers where possible. Visitor-based lookalikes are broader and usually convert worse.
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ViewNext step
Tell us what you are trying to fix.
A short conversation is usually enough to know whether we are the right fit. If we are not, we will say so.