Remarketing, sometimes called retargeting, is a powerful way to reconnect with people who’ve already shown an interest in your business. Think of it as a second chance to make a great first impression, or to nudge someone closer to becoming a customer. It’s a core strategy for customer retention, and increasingly important as advertising costs rise.

Essentially, remarketing lets you show ads specifically to people who have visited your website, used your app, or interacted with your business online. They’ve already taken the first step – they know you exist! – so they’re much more likely to respond positively to a targeted message than someone seeing a generic ad.

Here’s what makes remarketing so effective for Australian SMEs:

• Increased Brand Recall: People typically need to see a message multiple times before it resonates. Remarketing keeps your brand front of mind, increasing the chances they’ll choose you when they’re ready to buy.
• Highly Targeted Advertising: Unlike broad advertising campaigns, remarketing focuses on a warm audience. This means higher click-through rates and a better return on your advertising spend. We see conversion rates often double with remarketing compared to standard display advertising.
• Personalised Messaging: You can tailor your ads based on what pages someone visited on your website. For example, if they looked at a specific product, show them an ad for that product – or a special offer!
• Recover Abandoned Sales: A common use of remarketing is to target people who added items to their shopping cart but didn’t complete the purchase. A gentle reminder, perhaps with a small discount, can often seal the deal.

Remarketing isn’t about chasing everyone; it’s about strategically engaging with people who’ve already indicated an interest. Platforms like Google Ads and Facebook Ads make setting up remarketing campaigns relatively straightforward. The key is to segment your audience thoughtfully and create compelling, relevant ads. As competition intensifies in 2026 and beyond, these focused strategies will become even more crucial for sustainable growth.

If you’re not already using remarketing, you’re leaving money on the table. The next step is to audit your website and identify key pages visitors are using. Then, we recommend exploring the remarketing capabilities within your existing advertising platforms to start building targeted campaigns.