Absolutely, retargeting can be a powerful tool to recapture the attention of website visitors who didn’t immediately become leads. Many Australians browsing online aren’t ready to enquire on their first visit – they might be researching, comparing options, or simply browsing. Retargeting allows us to stay front of mind and gently nudge them back towards conversion.

Think of it like this: someone visits your website looking at your plumbing services, but doesn’t request a quote. They leave. Without retargeting, that potential customer is likely gone. With retargeting, we can show them relevant ads as they browse other websites, reminding them of your business and the solutions you offer.

Here are a few key insights for Australian SMEs considering retargeting:

• Segment your audiences: Don’t show everyone the same ad. Someone who viewed your ‘blocked drain’ page should see ads specifically about blocked drain services, not your general plumbing offerings. This increases relevance and improves results.
• Frequency matters: Bombarding people with ads is counterproductive. We recommend a ‘frequency cap’ – limiting how many times someone sees your ad within a specific timeframe. Too many ads can be annoying and damage your brand.
• Dynamic retargeting is effective: If you have an e-commerce component, dynamic retargeting shows visitors the *exact* products they viewed on your website. This is incredibly powerful for reminding them of items they were interested in. Even for service businesses, you can dynamically show content related to the pages they visited.
• Consider lead magnet retargeting: If someone visited a blog post about ‘winterising your pipes’, retarget them with an ad offering a free checklist or guide on the same topic. This provides value and encourages them to become a lead.

Retargeting isn’t a ‘set and forget’ strategy. We continually analyse performance data – click-through rates, conversion rates, and cost per acquisition – to refine our campaigns and ensure we’re getting the best possible return on investment. As platforms evolve, and consumer behaviour shifts heading into 2026, ongoing optimisation is crucial.

If you’re not currently using retargeting, it’s a significant opportunity to unlock hidden potential within your existing website traffic. The next step is to audit your current website tracking and identify key audience segments for retargeting campaigns.