For many Australian SMEs, the question of whether to invest in retargeting platforms is a really important one. Simply put, retargeting allows you to show ads specifically to people who have already interacted with your business online – visited your website, looked at products, or even abandoned a shopping cart. The short answer is: most likely, yes, you should be considering it. It’s a powerful tool for boosting return on ad spend and nurturing potential customers.

However, it’s not a ‘set and forget’ strategy. Here’s what we’ve observed works best for our clients:

• Increased Conversion Rates: People who’ve shown initial interest are far more likely to convert than cold audiences. Retargeting reminds them of your offering and encourages them to take the next step. We consistently see conversion rates lift by 20-50% with well-executed retargeting campaigns.
• Segment Your Audiences: Don’t just retarget everyone who’s visited your site. Segment based on behaviour. Someone who viewed a specific product page should see ads for *that* product, not a general brand ad. This level of personalisation dramatically improves results.
• Frequency Caps are Crucial: Bombarding someone with ads after they’ve visited your site can be counterproductive. Implement frequency caps to limit how many times they see your ads. We recommend starting with a cap of 3-5 impressions per week.
• Consider the Customer Journey: Retargeting isn’t just for website visitors. You can also retarget people who’ve engaged with your email marketing, watched your videos, or interacted with your social media content. This holistic approach builds brand recognition and keeps you top-of-mind.

Platforms like Google Ads and Meta (Facebook & Instagram) offer robust retargeting capabilities. The cost can vary depending on your audience size and bidding strategy, but it’s generally very efficient compared to other forms of digital advertising. As data privacy continues to evolve, retargeting will likely become even more reliant on first-party data – information you collect directly from your customers – so building those relationships is key for success in 2026 and beyond.

If you’re not already using retargeting, we recommend starting with a small test campaign focused on a specific product or service. Analyse the results carefully, refine your targeting, and gradually scale up your investment. A well-planned retargeting strategy can significantly improve your customer acquisition cost and drive sustainable growth.