Google Ads remarketing that brings visitors back to buy
Most people do not buy or enquire on their first visit. Remarketing shows them relevant ads afterwards, across Google's channels, so they come back when they are ready.
What our Remarketing service covers
Audience building
Visitors by page, product, cart and time since visit, plus video viewers and customer lists.
Search remarketing
Higher bids or tailored ads when past visitors search again.
Video and display remarketing
Reminders and offers on YouTube, Gmail and display.
Privacy and consent
Audiences built with consent mode and Google's policies in mind.
How we run Remarketing
A clear process, repeated every month.
Audit
We review what you run today, check tracking and agree the numbers that matter.
Build and test
We set up campaigns, creative and pages, then test versions against each other.
Scale and report
Budget moves to what works. You get a simple, jargon-free report every month.
What is remarketing?
Remarketing is showing ads to people who have already interacted with your business: visited your website, used your app, watched your videos or bought from you before. Most people do not buy or enquire on their first visit. Remarketing keeps you in front of them, with a relevant message, until they are ready.
How does remarketing work in Google Ads?
The Google tag on your website adds visitors to audience lists, based on the pages they viewed and the actions they took, where they have given consent. You can also build lists from YouTube viewers and from customer lists you upload. Google Ads then lets you show different ads, or bid differently, for people on those lists across Search, YouTube, Display, Gmail and Discover.
Remarketing audiences that work
- Cart and checkout abandoners: the warmest audience for ecommerce.
- Pricing or service page visitors: people comparing options.
- Video viewers: people who watched most of a YouTube ad.
- Past customers: for repeat purchases, upsells and renewals.
- Converters to exclude: so people who just bought do not keep seeing the same offer.
How to use remarketing audiences in Search ads
Add your remarketing lists to Search campaigns in observation mode. This does not limit who sees your ads, but lets you see how past visitors perform and bid more when they search again. For some businesses we also run broader keywords only for past visitors, because their intent is already proven.
How to set up a remarketing campaign
- Install the Google tag or Google Tag Manager, with consent mode where required.
- Create audience lists by page, action and time since visit.
- Choose the channels: Search, YouTube, Display or Demand Gen.
- Write ads that move people forward, such as reviews, a guarantee or an offer, not a repeat of the first ad.
- Set frequency limits and exclude recent converters.
How much does remarketing cost?
Remarketing uses the same auctions as other Google Ads, so there is no separate price. Because the audience already knows you, conversion rates are usually higher, which often makes the cost per result lower than for cold audiences. The lists are small, so budgets are usually modest.
Frequency and fatigue
Seeing the same ad too often annoys people. We set frequency limits, exclude recent converters and rotate creative.
Privacy
Remarketing relies on cookies and consent. We set it up with a consent banner and Google consent mode where required, and use customer lists only in line with Google's customer match policies. Visitors can also control the ads they see through Google's My Ad Center.
Frequently asked questions
What is remarketing in Google Ads?
Showing ads to people who already visited your website, used your app, watched your videos or are on your customer list, across Search, YouTube, Display, Gmail and Discover.
What is the difference between remarketing and retargeting?
They mean the same thing: showing ads to people who have already interacted with your business. Google calls it remarketing; Meta and others often say retargeting.
How much does remarketing cost?
There is no separate price; it uses the same auctions. Because past visitors already know you, the cost per lead or sale is often lower than for new audiences.
How long can remarketing audiences last?
You can choose how long people stay in an audience, up to the platform limits. We set durations based on how long your customers take to decide.
Does remarketing need cookies?
Website remarketing uses Google's tags and depends on visitor consent where required. Customer lists and video viewers can also be used.
Can remarketing be used with Search ads?
Yes. Remarketing lists in Search campaigns let you bid more, or show tailored ads, when past visitors search again.
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