97% of website visitors leave without converting. Retargeting lets you follow them with relevant ads across every platform they use — bringing them back when they're ready to buy. Lumo builds dynamic retargeting strategies across Google, Meta, LinkedIn, and programmatic channels.
Most advertising targets cold audiences — people who have never heard of your brand. Retargeting is fundamentally different: you're reaching people who already visited your site, engaged with your content, or interacted with your brand. They're warmer, more familiar, and significantly more likely to convert when shown a relevant ad.
The economics are compelling. Retargeted ads cost more per impression than cold display, but they convert at dramatically higher rates — often 2–10x the conversion rate of prospecting campaigns. When you calculate cost-per-conversion rather than cost-per-click, retargeting consistently delivers the lowest CPA of any paid channel.
Lumo builds multi-platform retargeting architecture that follows prospects across their entire digital journey — from Google search to Instagram feed to LinkedIn sidebar to streaming TV. Our dynamic creative personalises ad content based on which pages were visited, which products were viewed, and how far into your funnel the prospect progressed.
RLSA (Remarketing Lists for Search Ads) and display remarketing across Google's network — adjusting bids and creative for past visitors, cart abandoners, and customer match audiences with Smart Bidding optimisation.
Custom audience retargeting on Facebook and Instagram — site visitors, video viewers, Instagram engagers, and lead form openers — with dynamic product ads for e-commerce and sequence-based creative for services.
Website retargeting and Matched Audiences for B2B — re-engaging site visitors with Sponsored Content and Message Ads, with company and job title targeting layered on for account-based retargeting.
Open-web retargeting across premium publisher inventory, CTV, and audio — serving personalised ads to past visitors wherever they browse, stream, or listen via DSP-powered audience segments.
Automated personalised ads showing the exact products or services a visitor viewed — with dynamic pricing, availability, and CTA updates — for e-commerce and high-SKU businesses.
Funnel-stage audience segmentation — from first-time visitors to cart abandoners to loyal customers — with multi-touch attribution connecting retargeting impressions and clicks to actual conversions.
Deploy tracking pixels, configure conversion events, build retargeting audience segments by funnel stage and behaviour, and set up custom audience exclusions to avoid ad fatigue.
Develop retargeting ad creative per audience segment, design sequential messaging that builds toward conversion, and set frequency caps to maximise impact without over-exposing audiences.
Go live across all retargeting channels simultaneously, monitor frequency, CTR, and conversion metrics daily, and apply optimisations within the first 7 days as data accumulates.
Layer in new audience segments, expand to additional platforms, test dynamic creative variants, and expand budgets on highest-converting audiences as performance data matures.
The terms are often used interchangeably. Technically, remarketing typically refers to Google's email-based re-engagement (contacting past customers via email lists), while retargeting refers to pixel-based ad campaigns that follow visitors across the web. In modern usage, both terms usually mean the same thing — showing ads to people who previously interacted with your brand.
Retargeting uses small pieces of code (pixels) placed on your website. When someone visits, the pixel fires and adds them to a retargeting audience — which ad platforms then use to serve relevant ads. Different pages can create different audiences: homepage visitors get different ads than product page visitors or cart abandoners. This requires no personal data — it's cookied to anonymous browser IDs.
Audience window depends on your sales cycle. E-commerce typically uses 7–30 day windows. B2B services with longer decision cycles benefit from 60–90 day windows. We configure windows to match how long a typical prospect takes to move from awareness to decision, and set frequency caps to prevent oversaturation during that window.
Third-party cookie deprecation affects some retargeting methods, but first-party data retargeting (your own email lists matched to ad platforms, or consent-based site visitors) remains fully effective. We're also building contextual and cohort-based retargeting strategies as part of every retargeting program to future-proof your campaigns.
Yes — B2B retargeting is often even more valuable than e-commerce retargeting because B2B sales cycles are longer. Staying visible to prospects as they research and evaluate options over weeks or months is a major competitive advantage. LinkedIn retargeting with job title and company filters is particularly powerful for B2B retargeting with high audience precision.
Get a free retargeting audit — we'll analyse your current audience setup, identify missed opportunities, and build a multi-platform retargeting strategy for your business.
Book a Free Strategy Call