The Power of Remarketing: How Raleigh Businesses Win Back Lost Leads

Because most people don’t buy the first time—and that’s your opportunity.

🚪 98% of Visitors Leave Without Converting

Let’s start with a stat that should stop you in your tracks:

Only 2% of website visitors take action on the first visit.
That means 98% walk away. No call, no form fill, no sale.

They get distracted.
They get busy.
They mean to come back later—but don’t.

So the question is:

What are you doing to bring them back?

For most small businesses in Raleigh and Wake County, the answer is: nothing. That’s where remarketing ads come in.

🧠 What Are Remarketing Ads?

Remarketing (also known as retargeting) is a form of online advertising that targets people who have already:

• Visited your website

• Clicked one of your ads

• Watched a video

• Engaged with your content on Facebook or Instagram

It lets you follow up, stay top-of-mind, and give them a reason to come back—and convert.

🧩 Where Remarketing Fits in Your Funnel

Most people think ads = top-of-funnel. But remarketing works across every stage:

1. Awareness → They visit your site

2. Consideration → They see retargeting ads with testimonials, features, or offers

3. Decision → They click your ad again—and this time, they’re ready to book, buy, or call

Remarketing helps close the loop on cold traffic.

🔄 Facebook vs. Google Remarketing: What’s the Difference?

🟦 Facebook/Instagram:

You can remarket to:

• People who visited your website

• Watched your videos

• Liked or commented on a post

• Messaged your page

• Interacted with your ads

Why it works: scrollable, visual content catches attention when people are relaxing, not researching.

🟥 Google (Search, Display, YouTube):

You can show ads to:

• Website visitors across thousands of sites

• YouTube viewers

• People who searched for relevant services

Why it works: they’re already looking for what you offer.

⚙️ How It Works (In Simple Terms)

1. You install a small piece of code on your site—like the Facebook Pixel or Google Ads tag

2. That code tracks visitors (no personal info, just behavior)

3. Visitors are added to a “custom audience”

4. You create an ad campaign to only show to that audience

5. They start seeing your ads across their feeds, YouTube, or other websites

It feels like magic—but it’s just smart marketing.

🛠️ Setting Up Remarketing (Step-by-Step for Local Businesses)

You don’t need to be a tech wizard. Just follow this roadmap:

✅ 1. Install Your Pixel/Tag

• Facebook Pixel → add to website header or use your platform’s plugin

• Google Ads Tag → place with Google Tag Manager or directly in site header

Test with:

• Facebook Pixel Helper

• Tag Assistant (for Google)

✅ 2. Build Custom Audiences

Examples:

• All website visitors in the last 30 days

• People who visited a specific page (like a product or booking page)

• People who watched 50% of a video ad

• Cart abandoners (if you run e-comm)

✅ 3. Create Smart Retargeting Ads

These aren’t your first-touch ads. These are designed to:

• Rebuild trust

• Re-answer objections

• Offer value

• Drive urgency

Examples:

• “Still thinking about a free consult? Book now while slots last.”

• “Don’t miss out—limited March promo for Wake County customers.”

• “See why 200+ Raleigh business owners trust us.” (with reviews in the ad)

✅ 4. Choose Where to Show Ads

Google:

• Display ads (web banners across 2M+ sites)

• YouTube (skippable ads, bumpers)

• Search ads (brand keywords)

Facebook/Instagram:

• Feeds

• Stories

• Reels

• Messenger

• Audience Network

💡 Advanced Tip: Exclude Converters

There’s no point spending money showing ads to people who’ve already booked or bought.

✅ Exclude audiences who already converted
✅ Set frequency caps (e.g., max 3 views per day)
✅ Rotate creative so your ads don’t feel repetitive

📍 Local Strategy for Wake County Businesses

Make your retargeting ads hyper-local. Instead of generic CTAs like “Call Today,” try:

• “Serving Raleigh, Apex, and Cary since 2016”

• “Free on-site quote anywhere in Wake County”

• “Local offer ends Friday—book your Raleigh appointment now”

Use familiar references, neighborhoods, or even seasonal trends ("Pre-summer AC tune-up – Raleigh exclusive").

🧪 Test, Learn, Optimize

Don’t set it and forget it.

Review performance weekly.
What to look for:

• CTR (Click-Through Rate)

• Conversion Rate

• Cost Per Conversion

• Frequency (watch for fatigue)

• Relevance Score (for Meta)

Test:

• Ad copy

• CTA wording

• Images vs. video

• Different offers

Even small tweaks can have a big impact on results.

📈 Real-World Example: Wake County Auto Repair Shop

Problem: 1,500+ website visits/month… but low booking rates.

Solution:

• Installed Facebook Pixel and Google Tag

• Built custom audiences of people who visited the “book service” page

• Created a retargeting ad:

  “Didn’t book yet? Claim 10% off your first visit – valid this week only.”

• Ran ads on Instagram Stories and Google Display

• Set a frequency cap of 2 views/day per user

Results:

• 27% increase in bookings

• Cut cost-per-lead by 38%

• Filled 3 weeks of appointments within 45 days

💬 The Big Shift: From “One and Done” to Continuous Strategy

In 2025, you can't rely on one-touch marketing anymore. People take time. They research. They compare. They scroll.

Remarketing makes sure you’re the one they remember.

Whether it’s through:

• A testimonial video ad

• A follow-up promo

• A reminder about your services

…it keeps you in the conversation—automatically.

🧭 Final Thoughts: Remarketing Isn’t a Bonus—It’s a Baseline

If you’re already spending money to get people to your site…
why wouldn’t you spend a little more to bring them back?

For local businesses in Raleigh and Wake County, this isn’t about complex strategy—it’s about not letting warm leads go cold.

So if you’re:

• Running Google or Facebook ads

• Getting traffic, but few conversions

• Ready to grow smarter (not harder)

Start your next campaign with this question:
"What’s my plan for the second click?"

🔗 Ready to connect your paid ads, retargeting, and CRM in one place?

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