Remarketing / Retargeting

Remarketing (also called retargeting) is the practice of showing ads to people who have previously visited your website or interacted with your business. In Google Ads, you create remarketing audiences by installing a tracking tag on your website, then target these audiences with Display, YouTube, or Search campaigns.

Remarketing is effective because it reaches people who already know your brand and showed interest. For healthcare and legal services, remarketing must comply with Google’s personalized advertising restrictions. For example, you cannot create audiences based on health conditions or other sensitive categories. Standard remarketing that targets all website visitors or visitors to specific service pages is allowed. Remarketing typically delivers higher conversion rates and lower costs than cold prospecting campaigns.

Example: Someone visits a law firm’s personal injury page but doesn’t call. Over the next two weeks, they see the firm’s display ads while browsing news sites, keeping the firm top-of-mind when they’re ready to schedule a consultation.