The A-Z Guide To Facebook Retargeting Ads For Success In 2025

We’ve all experienced this: be appealed to a Facebook ad, click on the ad or the page. Then this page starts showing in your news feed again and again, even though you never like or follow it. For those who don’t know, these are Facebook retargeting ads of this business. In this article, GDT Agency will instruct you from A to Z on how to run retargeting ads on Facebook. Get X10 sales and boost your business growth in 2025!

What Are Facebook Retargeting Ads?

Facebook retargeting is an advertising technique, also known as remarketing. It targets people who have previously interacted with a business’s website or Facebook page.

With Facebook retargeting ads, you can reach those who already show some interest, search, subscribe, or use your product.

They are also a second opportunity for businesses to drive conversions, upsell, or retain customers.

Facebook retargeting ads can be the perfect choice for all marketing campaigns.

Why Are Facebook Retargeting Ads Important For Businesses?

Your website may receive a lot of traffic but generate few sales. The thing is, the average conversion rate for first-time visitors is usually low. Research on e-commerce websites shows that this conversion rate is only around 1.6%. This means that for every 1,000 visitors, you lose 984 potential customers. So even though you get high clicks, your sales are still not improved.

On the other hand, if you do remarketing, you can increase the conversion rates to 60-70%. This is because those audiences already know your brand or products. By showing ads to them, you are reminding them to return to your website. 

Here’s why businesses should run Meta retargeting ads:

• Make the most out of your website traffic.
• Laser-target people who have visited your website and shown interest in what you sell.
• Focus on customers who are the most likely to convert from your website.
• Build trust and authority for your brand, and make you the first choice of prospects.
• Save costs and be able to show ads on various platforms: Facebook, Messenger, Instagram, and Audience Network.
• Suitable for all industries and niches.
• Leverage advanced features of Facebook ads, such as Meta Advantage+.

Do You Need A Website To Run Retargeting Ads? 

You can retarget on Facebook without a website. However, for the most successful online business strategy, you should have one. It serves as an online store to showcase your products and convert visitors. 

What’s more, if you can link your website with Facebook to integrate the audience list, creating a closed-loop marketing system. From that, you can retarget website traffic with Facebook ads, increase brand awareness, and drive more conversions.

How Does Facebook Retargeting Work?

Facebook retargeting ads use a custom audience source for targeting. This source can be taken from your website using a Facebook pixel. It can also be your traditional customer list or Facebook page data, such as likes, followers, and engagement.

Let’s look at an example of retargeting website visitors, as this is a common and effective strategy.

So the magic starts with integrating the Facebook retargeting pixel and your website. When a user searches for a product, (for example: snow boots) on Google, they find your online store in search results.

After they click on it, the pixel installed in your website tracks the pages they visit, the time they spend, products they view. Then, it sends data to Facebook. Facebook uses this data to identify their Facebook account and filter audiences for your ads.

Later, when they log into Facebook, they will see ads for the model of boots they’ve added to their cart but have not bought yet. They recall your products, visit your store again, and maybe, make a purchase.

5 Steps How To Retarget On Facebook Ads

Now that you understand the theories, let’s learn how to do retargeting ads on Facebook. Here are 5 basic steps to set up a retargeting campaign.

Step 1: Create Facebook ad accounts and pages

First of all, you need to have a Facebook ad account and a Facebook page to do retargeting. You can sign up for a new ad account in Business Manager.

I recommend you have multiple pages and accounts for backup in case of disablement or suspensions.

Learn: What Is An Ad Account In Facebook? Overview & Best Tips [2025]

Step 2: Create a business website

This is optional but recommended. To track user activity and behavior, you need a website that can install a Facebook (Meta) pixel. 

Step 3: Install a Facebook pixel to the website

The Facebook pixel is a snippet of code that connects your website and Facebook. Here’s how to configure it for your website:

• Access your Facebook Ads Manager.
• Select Events Manager on the left side of the page.

• Hit Connect Data in the top left menu, then select Web.
• Click Connect.
• Enter your pixel name, then hit Create Pixel.
• Follow the on-screen steps to set up the pixel on your website. You need to copy the provided base code and paste it to your website’s code, just above the </head> tag. 

• Finally, add the Facebook Pixel Helper extension to Chrome to check if your pixel tracks even properly.

Note: The Facebook pixel only works when you get at least 20 data that meet your criteria. Thus, you need to increase your website traffic before running Facebook retargeting ads.

Step 4: Create Custom Audiences

Go to Facebook Ads Manager, and select Audiences on the left side of the page. Then, select Create audience > Custom audience. 

Select an audience source:

• If you want to retarget on Facebook without a pixel, you can select the Customer list or a Meta source. 
• To retarget with the Facebook pixel, you need to choose the Website source. 

Then, hit Next to continue setting up.

Choose an event to filter audiences. For examples:

• All website visitors: Everyone who visited your website.
• Specific web page visitors: People who visited specific pages on your website.
• Visitors by time on site: The longer they stay on your site, the more interest they may have in your products.

Target different custom audience segments for different objectives. To optimize ad costs and effectiveness, you should create ad content for each audience segment.

Step 5: Set up and launch retargeting ads

Once you’ve created your custom audiences, go to Ads Manager > Campaigns to set up your retargeting ads. 

This includes:

• Select a suitable campaign objective that aligns with your goals, such as traffic or sales.
• Set an appropriate budget and bid strategy based on your profit margin and industrial benchmarks.
• Select the custom audience you’ve created as the target audience.
• Choose your desired ad placements.
• Craft compelling ad creatives that resonate with the custom audience.

That’s how to set up retargeting ads on Facebook. Next, I will reveal pro tips for retargeting ad creatives in the next section.

Best Tips For Compelling Facebook Retargeting Ad Creatives

The <Content is king> mantra is still right in retargeting ads. Good content can encourage clicks and drive conversions significantly. 

Here are some tips to create effective ad creatives for retargeting campaigns:

• Make your ad message personal: Use the pronounce <you> to make users feel they are directly reached and you have a personal connection.
• Tailor your ad to different funnel stages: Tailor your ad copy and call to action according to where the user is in the sales funnel.
• Create a sense of urgency and scarcity: Urgency words such as <limited-time offer> or <while supplies last> can prompt a positive action now rather than later.
• Utilize user-generated content: Fuel trust and credibility through your ad creative by using positive customer reviews or testimonials.
• Benefits over features: Highlight the value your product or service offers users instead of just listing the features.
• Use high-quality images/videos: Stop users scrolling from your ad with visually appealing images or videos that showcase your product or service effectively.
• Split test different creatives: Carry out A/B tests with different ad creatives one by one to identify what resonates best with your audience.

Best Facebook Ads Retargeting Strategies In 2025

To achieve optimal results, consider implementing these proven strategies for successful retargeting campaigns:

• Recapture abandoned carts: A non-intrusive reminder for the user featuring the items with a CTA to complete the purchase.
• Leverage Lookalike Audiences: Target users who are similar to your custom customers. This will likely produce further qualified leads.
• Target high-value audiences: Reach those customers who have engaged with you or bought from you before.
• Give away special offers: Encourage purchases and loyalty with special gifts in the form of early coupon codes for early sales.
• Implement retargeting Meta Advantage+ catalog ads: They are formerly known as dynamic retargeting ads. They allow you to present customized products or services the user has previously searched for or shown interest in.
• Run video ads: Convey messages more effectively with video ads. Apply the first 3-second rule and include a video hook to captivate more eyeballs.
• Maintain consistent messaging: Make sure the messages in the ad are connected with the website the users are redirected to.
• Target based on behavior: Segment audiences to deliver highly relevant ads based on specific behavior. For example: page views and time on site.

Pros And Cons Of Facebook Retargeting Ads

Though retargeting ads have many advantages, there are some downsides you should beware of. 

Pros of retargeting ads

• Reach valuable prospects: With retargeting ads, businesses can reach out to potential customers and drive purchases.
• Enhance ad efficiency: Retargeting helps businesses target the right ad to the right audience. This increases the efficiency and results of ads.
• Save costs: By targeting precisely, Facebook remarketing ads can help businesses optimize ad costs.

Cons of retargeting ads

• Irritate audiences: If not well-designed, retargeting ads can be annoying and discourage customers from engaging.
• Require prospect data: To run retargeting ads on Facebook, businesses need a database of prospects. This may take time and resources for small-scale companies and startups. 

How Much Does It Cost To Run Facebook Retargeting Ads?

Retargeting is a cost-effective way to attract customers. You can achieve your desired KPI provided you target the right prospects and set suitable budgets.

Retargeting ads are usually charged for every click, impression, and conversion. This approach allows advertisers to control campaign spending effectively.

Besides, you can alter your bids for each campaign based on your specific remarketing audience segment. 

Related article: How To Track & Optimize Your Amount Spent On Facebook Ads (2025)

Third-Party Tools For Facebook Retargeting Ads

While you can use Facebook Ads Manager to manage retargeting campaigns, some tools may increase efficiency and ease your work.

These tools offer more advanced features such as:

• Advanced automation: Tools can automate some repetitive jobs such as creating audiences, bidding, and scheduling.
• Cross-channel retargeting: Expand your retargeting strategies to Google, email, and all other platforms where people can use the internet.
• Dynamic ad creation: Advertise customized products or services to users by behavior.
• Enhanced reporting and analytics: Get more details of the campaign results from the improved reporting and analysis features.

Here are some popular 3rd-party tools for Facebook retargeting:

• HubSpot Marketing Hub
• Madgicx
• AdRoll
• ReTargeter
• Criteo

To choose the proper third-party tool, businesses should consider their specific needs, budget, and technical expertise.

Real-World Facebook Retargeting Ads Examples

Let’s explore some real-world examples of effective Facebook retargeting ads to inspire yourself.

Nasty Gal retargeting ads

Nasty Gal uses a strategy that I had mentioned above: use the word <you>. The brand launches different variants of ads with a similar reminder: I saw you looking… In addition, Nasty Gal uses the Shop Now call to action button to instruct customers to act promptly. 

Bonobos, Victoria’s Secret, REI retargeting ads

These brands use the same tactic for their retargeting ads. They offer enticing free delivery for early orders. They also include a certain date in the ad copy to create a sense of urgency. 

Final Thoughts

Facebook Retargeting ads are one of the most useful marketing tools to optimize ad costs and increase profits. With targeted ads and high-quality content, you can move warm audiences through the funnel and drive conversions. Use this A-Z guide as a reference to get stunning results out of retargeting campaigns. Follow GDT Agency for more useful and free knowledge, tips, and advice. Happy retargeting!

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