Here’s a scenario I bet you’ll recognize:
A potential customer visits your website. They look at your services. They might even click on your contact page.
But then… they leave.
No form filled out. No call made. No email sent.
Gone.
And unless you’re doing something strategic about it, they probably won’t come back.
Here’s the reality:
Most people won’t take action the first time they land on your site. But that doesn’t mean they’re not interested.
They’re distracted.
They’re comparing.
They’re waiting until payday.
They’re not quite ready yet.
That’s where retargeting comes in—and it’s one of the most powerful, underused tools in small business marketing today.
In this blog, I’ll explain:
What retargeting is (in plain English)
Why it works so well
How small businesses can use it (without a huge budget)
What it looks like inside the Performance Marketing Program at MSW
Real examples of how it brings warm leads back to convert
Retargeting—sometimes called remarketing—is a strategy where you show ads only to people who’ve already visited your website, clicked on your ad, or interacted with your content.
Ever looked at a pair of shoes online, only to see them “follow” you around the internet?
That’s retargeting.
But here’s the important part for small business owners:
You can use this same strategy—not to chase shoes—but to bring back people who visited your website and didn’t take the next step.
And here’s the best part: it’s not expensive. In fact, it’s one of the highest ROI digital marketing tools available.
Let’s look at the numbers.
This isn’t about chasing cold traffic.
This is about bringing back people who already showed interest.
That’s why it works.
They already know who you are.
They’ve already clicked once.
Now you just need to remind them.
We worked with a home renovation company that had decent web traffic—but low conversion.
Lots of people were visiting their “Kitchen Remodeling” and “Bathroom Design” pages, but hardly anyone was submitting the form.
We set up a retargeting campaign through Facebook and Google Ads that simply said:
“Still thinking about a new kitchen? Let’s design your dream space together. Get a free consultation.”
It only showed to people who had visited those specific pages.
Result?
11 new qualified leads in 3 weeks—from people who had already visited and left.
No cold outreach. No salesy ads. Just a friendly reminder to come back.
Here’s what you can do with retargeting—even with a small budget:
Show ads to anyone who visited your site in the past 7, 30, or 90 days.
Example Ad:
“Still need a website that works? Let’s build it together. Free strategy call—book now.”
Show tailored ads based on which page they looked at.
Example: Someone who visited your “Divorce Law” page gets an ad about family law help—while someone who visited your “Real Estate Closings” page gets a different message.
If you post videos on Facebook or Instagram, you can retarget people who watched 50% or more.
If someone starts filling out a form on your site but doesn’t finish, you can follow up with an ad saying:
“Still have questions? We’re here when you’re ready.”
You can upload your email list to Facebook or Google and show ads to past clients, warm leads, or subscribers.
This works beautifully for re-engagement or cross-selling.
Retargeting isn’t limited to Facebook. With a smart strategy, you can show up:
On Facebook and Instagram
Across Google’s Display Network (millions of sites)
On YouTube
Inside Gmail
Even on LinkedIn (for B2B)
And you control the message.
You can remind. Educate. Invite. Offer value.
It’s like showing up at just the right moment, in just the right place, with just the right message.
Not at all.
You don’t need to know how to code or run complicated ad software. At MSW, we set all of this up for you as part of the Performance Marketing Program.
We:
Install your tracking pixels (so your site knows who visited)
Build the audiences (30-day visitors, video watchers, form starters, etc.)
Design branded ads that match your message and voice
Write and test the copy
Launch the campaigns
Monitor and optimize them weekly
So while you're focused on running your business, your marketing is quietly working in the background—bringing warm prospects back to your front door.
Here’s the good news: retargeting costs a fraction of what most people spend on ads.
That’s because you’re not blasting your message to the whole internet—you’re targeting a small, high-potential group of people who already know you.
Typical MSW client campaigns run on budgets as low as:
$5–$10/day on Facebook
$100/month on Google Display
And often outperform cold traffic ads 2:1 or better.
Because when you market to warm traffic, you don’t need a lot—you just need to show up.
Here’s what a basic funnel might look like for an MSW client:
Someone visits your website
They browse your services but don’t convert
We retarget them with a value-driven ad
They click and return
They fill out a form, book a call, or download a lead magnet
They enter your email nurture sequence
You close the sale
No cold calling. No chasing. Just smart, automated follow-up.
Let’s clear up a few:
🚫 Thinking it’s only for big companies
→ It’s not. We run effective retargeting campaigns for solo service providers.
🚫 Only running cold traffic ads
→ Without retargeting, you're wasting a lot of that traffic.
🚫 Not installing the pixel
→ If you don’t have tracking in place, you can’t build audiences.
🚫 Letting ads run without checking performance
→ Retargeting still needs optimization to work its best.
You worked hard to get someone to your website. Don’t let them disappear just because they weren’t ready right now.
Retargeting lets you:
Stay top-of-mind
Re-engage warm traffic
Recover “lost” leads
Guide people back at the right time
It’s subtle. It’s strategic. And when done well, it’s one of the easiest ways to get more out of the marketing you’re already doing.
If you want us to set up smart, affordable retargeting that brings people back to your site—and into your pipeline—we’re ready to help.
📞 Call us at 573-552-8403
Or book a free strategy call at:
https://mswinteractivedesigns.com/pages/request-a-quote
We’ll review your current traffic, walk you through your retargeting options, and show you how to set it all up inside our Performance Marketing Program.
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Sandy Wardenburg Waggett is the Founder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing in SEO, AI-powered content strategies, and website optimization. With over a quarter century of experience (eek!), Sandy has helped thousands of business owners increase visibility, generate leads, and dominate their local markets through strategic online marketing.
As a Certified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s a trusted mentor and business strategist who equips entrepreneurs with data-driven insights and future-proof tactics. She leads AI & Marketing Mastery Training and exclusive CEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.
Sandy is also the author of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking to outsmart competitors and win in the new era of search marketing. The book provides cutting-edge strategies on AI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.
When she’s not crafting game-changing marketing strategies, Sandy enjoys coaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.
🚀 Want to take your digital marketing to the next level? Connect with Sandy at MSWInteractiveDesigns.com or call 573-552-8403.
