Most business owners are spending money on digital ads, but only a few are getting results that actually move the needle. This is because they’re chasing new or cold leads instead of focusing on people who already know, like, and trust their brand.
You can have the best product or service in your industry, but if your marketing isn’t following up with the right audience at the right time, you’re missing out on sales. This is where retargeting comes in. It’s a simple but powerful strategy that turns existing interest into real results.
Digital marketing expert Ray Corcoran recently hosted an exclusive workshop for Business Blueprint members, showing them how to reconnect with warm audiences and convert more leads using smarter, more cost-effective Facebook/Meta ads.
As Ray put it, “Marketing is about sifting – separating people who care from those who don’t.” If someone has already visited your site or clicked on your ad, they’ve raised their hand and indicated that they care. Retargeting is how you turn that attention into action.
Take a look at some of the key takeaways from Ray’s presentation.
What is Retargeting and Why Does It Matter?
Retargeting (or remarketing) is a digital advertising strategy where you show ads to people who have previously interacted with your business by visiting your website, engaging with your social media or clicking on a previous ad.
Think of your sales funnel like a bucket. Some people click your ad, some make it to your site, and a few even get to the checkout or enquiry page. But many drop off along the way. Retargeting helps plug those leaks. You’re simply reminding interested prospects to come back and complete the journey. This is effective and cost-efficient.
FYI: Facebook and Instagram live under the umbrella of the company Meta. That’s why you’ll hear people referring to Meta ads as well as each individual platform.
Your Four-Step Retargeting Formula
Meta/Facebook ads are overwhelming if you haven’t used them before, but you can get started by breaking things into simple steps:
1. Install the Facebook Pixel
This tiny piece of tracking code connects your website to Meta Ads Manager. It lets you track who visits your site and then show them relevant ads later.
Ray recommends the 15-minute tech rule, saying that, “If you can’t do it in 15 minutes, just pay someone else. Don’t waste your day Googling it.” Use platforms like Upwork or Fiverr to outsource this quickly and affordably, or build your international team so you’re not the only person responsible for managing ads in your business.
2. Create a Custom Audience
Once the pixel is installed, you can build an audience of website visitors from the last 30, 90, or 180 days. You can even create audiences based on specific pages — for example, people who viewed your pricing page or clicked on a product.
This is your ‘warm’ audience, the people who already know your business exists.
3. Decide on Your Offer
Now that you have the audience, you need to decide what to show them. This could be:
- A discount or promotion (great for eCommerce)
- A testimonial or case study (ideal for service businesses)
- A free guide, lead magnet, or invitation to subscribe to your newsletter
- A simple reminder to return and complete their enquiry or purchase
Tailor your message based on how familiar the audience is with your brand.
4. Build and Launch Your Ad
With the audience and offer ready, the final step is creating the ad itself. Use Ads Manager to set up a new campaign and make sure you’re targeting your custom audience, not cold traffic.
Start small. For most businesses, a daily budget of $5–15 is more than enough to see results. If it works, scale up. If not, adjust your offer or creative and try again.
Bonus Step: Use Lookalike Audiences
If you want to expand your reach beyond warm traffic, Ray recommends creating a lookalike audience. This tells Facebook to find users who are statistically similar to your warm audience. It’s a powerful way to grow without guessing who to target.
Choose Consistency Over Complexity
You don’t need complex funnels or massive budgets to see results from your Facebook/Meta Ads. You just need to show up consistently, learn the basics and implement them week by week.
You may not need to run retargeting ads all year round. But when you do have people noticing you from a promo, media appearance, or speaking event, you want to make sure that traffic doesn’t go to waste.
Set up your ad campaign once, and let it work in the background while you focus on growing the rest of your business.
Ready to Reach the Right People?
Retargeting is a smarter, faster way to connect with your audience because you’re focusing on the people who already care. By adding this one strategy into your marketing toolkit, you’ll be on your way to converting more leads, increasing your ROI and building a more sustainable business.
About Business Blueprint
The World’s #1 Business Program
Business Blueprint brings members the latest techniques and strategies to take control of their marketing, build better foundations and achieve the growth they are dreaming of.
If you’re tired of the business owner hamster wheel and sick of spending every day putting out spot fires, sign up for personal support, group accountability and access to the strategies that will maximise your profits and free you from the daily grind.
Membership includes:
- In-person conferences
- Weekly workshops (including AI news and training)
- Access to a library of over 1000 training videos (check out some samples here)
- Accountability groups
- One-on-one coaching calls
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