Remarketing Strategies for Lead Generation Businesses

96% of First-Time Visitors Don't Convert

That's the reality. Most people need multiple touches before they enquire.

Remarketing keeps you visible during their decision process. When they're ready, you're there.

Remarketing Basics

Remarketing shows ads to people who've previously visited your website. You can:

• Target all visitors
• Target specific page visitors
• Exclude converters
• Create custom segments

Building Your Remarketing Audiences

Audience 1: All visitors (7-30 days) General remarketing to recent visitors

Audience 2: Service page visitors Higher intent — visited pricing or service pages

Audience 3: Contact page visitors (non-converters) Highest intent — almost converted

Audience 4: Blog readers Lower intent — need nurturing content

Audience 5: Converters Exclude from remarketing (or target for upsell)

Remarketing on Display Network

Traditional remarketing shows image/text ads across websites your prospects visit.

Pros:

• Wide reach
• Visual branding
• Low CPCs

Cons:

• Can feel intrusive
• Lower conversion rates
• Banner blindness

Remarketing Lists for Search Ads (RLSA)

Show search ads to previous visitors when they search again.

Strategy 1: Bid higher on previous visitors They know you — worth paying more

Strategy 2: Target broader keywords Someone who's visited your site searching "solicitors" is more qualified than a cold searcher

Performance Max Remarketing

PMax automatically remarkets to your audiences across all Google properties. Add your remarketing lists as audience signals.

Creative Best Practices

Display remarketing creative:

• Remind them of what they viewed
• Offer something to bring them back (discount, free consultation)
• Use urgency where appropriate
• Clear call-to-action

RLSA ad copy:

• Acknowledge familiarity: "Welcome back"
• Reference specific services viewed
• Stronger offer than cold ads

Frequency Capping

Don't stalk your prospects. Set frequency caps:

• Display: 3-5 impressions per day maximum
• YouTube: 2-3 views per week
• Rotate creative to prevent fatigue

Privacy and Consent

UK GDPR requires:

• Cookie consent for remarketing
• Clear privacy policy
• Ability to opt out

Ensure your cookie banner covers this.

Measuring Remarketing Impact

Track:

• View-through conversions (people who saw but didn't click)
• Cross-device conversions
• Assisted conversions
• Cost per remarketing conversion vs. prospecting

Remarketing Strategy Review

Want help building your remarketing? Get a free audit includes remarketing opportunity analysis.

For full lead generation management, explore our UK lead generation services.