Remarketing shows ads to people who've already visited your site or app, using a tracking tag that adds them to an audience list. It works well when you have enough traffic and a purchase decision that takes time — it's a poor fit for very low-traffic sites or one-off, no-repeat purchases.
Start a conversationRemarketing (Google’s term) or retargeting (the generic industry term) is advertising aimed specifically at people who’ve already interacted with your business online — visited your website, opened your app, watched your YouTube video, or searched on Google while signed into their account. Instead of bidding to reach strangers, you’re bidding to reach people who’ve already shown some intent.
The mechanism is a small piece of tracking code — a tag or pixel — placed on your website. When someone visits, the tag drops a cookie (or, increasingly, uses Google’s own signed-in user data) and adds that visitor to an audience list inside Google Ads. From that point, you can show ads specifically to people on that list, wherever Google can reach them: the Display Network, YouTube, Gmail, and back on Search itself.
You install the Google Ads tag (or link a Google Analytics 4 property that’s already sending data to Ads) once, site-wide. From there, audience lists are just rules layered on top of the same tag: “everyone who visited in the last 30 days”, “everyone who reached the checkout page but didn’t complete it”, “everyone who visited a specific product category”. You can build lists as broad or as specific as your traffic supports.
There’s a membership duration on every list — commonly anywhere from a few days up to 540 days — which determines how long someone stays on the list after their visit before dropping off. Set it too short and you lose people mid-consideration; set it too long and you’re spending on people who were never going to come back. The right duration depends on your typical time to make a decision, not a fixed rule.
Remarketing typically costs less per click than cold prospecting, because you’re competing for a smaller, warmer audience rather than the entire market — but ‘cheaper’ doesn’t mean ‘free win’. It still needs a real budget to build meaningful audience sizes and a real management fee to build the lists, exclusions and creative properly. I don’t publish a separate price for remarketing specifically — it’s typically folded into a standard Google Ads management engagement, which starts from £300/month.
Remarketing earns its budget when your site gets enough traffic to build audience lists of meaningful size (Google needs a minimum audience size before it will even serve ads — currently 100 active users within the last 30 days, and that threshold now applies across Display, Search and YouTube alike after Google dropped the old, higher RLSA minimum in late 2025), and when your buying decision has a natural gap between first visit and purchase. That covers most considered purchases: home improvements, B2B services, higher-ticket ecommerce, anything someone researches before committing.
It also works well as a safety net around existing campaigns — RLSA to protect and prioritise people who’ve already shown interest when they search again, or dynamic remarketing to bring back cart abandoners on an ecommerce site, are both low-risk, high-relevance uses of a tag you’re probably already running.
Yes, they’re the same concept — ‘remarketing’ is Google’s own term, ‘retargeting’ is the more common generic industry term, often used interchangeably with Meta and other ad platforms.
No — the Google Ads tag can build remarketing audiences on its own. Linking a Google Analytics 4 property gives you richer audience-building options (behavioural segments, engagement-based lists) on top of what the Ads tag captures by default.
Some will notice and some won’t mind — it’s a normal part of how the web is monetised now. What actually damages trust is frequency: showing the same person the same ad dozens of times a day. Frequency capping at the campaign level keeps this in check and is worth setting deliberately rather than leaving on Google’s default.
It depends on how long your typical customer takes to decide, not a fixed industry number. A list built around a same-week decision should have a short membership duration; a list built around a considered purchase that takes weeks or months to close needs a longer one, otherwise people drop off the list before they’re ready to buy.
Yes, and you generally should — building a ‘converted’ or ‘purchased’ audience and excluding it from your acquisition-focused remarketing lists stops you paying to show ads to people who’ve already bought, unless you’re deliberately running a separate repeat-purchase or upsell campaign.
It can, because you’re targeting a smaller, warmer audience than cold prospecting — but the audience still needs to be large enough to serve ads reliably, and someone still needs to build the lists, exclusions and creative properly. On a very low-traffic site, that setup cost may not be worth it until traffic volume grows.
I'll take an honest look at your website traffic, your typical buying cycle, and your current tracking setup, and tell you straight whether remarketing is worth adding — or whether your budget's better spent elsewhere for now. Start a conversation.
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