Google Ads Retargeting
Return anonymous visitors to your site and direct them to complete a purchase, inquiry or other goal conversion – with precise segmentation, dynamic ads and automated bidding strategies.
Quick Facts
For whom is the service
Online stores, SaaS, B2B services and local businesses with traffic > 1,000 sessions per month.
Main goal
Return visitors who have shown interest but haven't converted – without duplicating traffic from new users.
Expected effects
- Higher ROAS and lower CPA
- More completed orders/inquiries
- Optimized last steps of the funnel
Разликата между ретаргетинг и ремаркетинг
Retargeting
Targeting anonymous visitors based on their behavior on the site/app (viewed pages, products, abandoned cart, started form, etc.) through pixels/GA4 audiences.
- Display, Discovery and YouTube video
- RLSA (Remarketing Lists for Search Ads) for searching
- Dynamic retargeting for catalogs
Remarketing
Communication to known contacts/customers (e.g. customer lists) for repeat purchases, upsell and loyalty – e.g. through Customer Match, email, etc.
Since you have a separate page “Remarketing”, here we focus on pixel-based strategies for anonymous visitors.
View more about RemarketingNote: In the Google ecosystem, the term “remarketing” often encompasses both. Here we deliberately differentiate by data source: anonymous traffic (retargeting) vs. known contacts (remarketing).
Techniques and methodologies for Google Ads retargeting
- 1
Segmentation by stage of the funnel
- Visitors to the home/category page
- Viewed products / services
- Added to cart / started inquiry
- Abandoned cart / incomplete form
- „Hot“ visitors: > X pages, > Y min. stay
- 2
Dynamic retargeting (eCommerce/catalogs)
Automatically showing recently viewed or similar products with current prices, availability and promotions.
- 3
RLSA for searching
Increasing offers/expanding matches for users who have already interacted with the site and are searching again.
- 4
YouTube and Discovery retargeting
Video and visual formats for repeated engagement with storytelling and social proof.
- 5
Frequency, view windows and exclusions
- Control of frequency/sequence of messages
- Exclusion of buyers/converted audiences
- Lookback windows according to the purchase cycle
- 6
Creatives and offers by segments
- Abandoned cart → urgency/discount/reminder
- Informative visits → educational videos/guides
- Viewed services → cases and recommendations
Approach and execution
- Diagnosis: audit of GA4, tags and consent; checking for channel duplication.
- Audience planning: defining segments by behavior and value.
- Creative strategy: messages, formats, sequences.
- Campaign setup: Display/Discovery/YouTube, RLSA, dynamic feed.
- Optimization: bidding (tCPA/tROAS), A/B tests, frequency, exclusions.
- Reporting: KPI table (ROAS, CPA, CVR, View-Through), transparent reporting.
Packages and scope
Starter
- Audit of tags and GA4 audiences
- 1× Display retargeting campaign
- RLSA for brand searches
- Basic creatives (static)
- Monthly report
Business
- Full funnel segmentation
- Display + Discovery + YouTube
- 2× A/B test of creatives
- Dynamic retargeting (if applicable)
- Two-week optimization and reporting
Premium
- Multi-step sequences (sequencing)
- Expanded RLSA strategies
- Video production for YouTube retargeting
- Automated rules and scripts
- Weekly reports and meetings
We have a separate page for Remarketing with Google Ads, where we describe list-based approaches (Customer Match, etc.).
Privacy, consent and tracking
- Compliance with GDPR and local regulations
- Clear cookie policies and preferences
- Proper events and parameters in GA4
- Server-side tracking (where applicable)
- Exclusion of sensitive audiences and topics
KPI, reports and quality control
ROAS
Return on advertising spend
CPA
Cost per acquisition
CVR
Conversion rate
VTC
View-through conversions