How does retargeting work?
A tag on your website, such as the Google tag or the Meta pixel, records visits. The ad platform groups those visitors into audiences, such as everyone who viewed a service page in the last 30 days, and shows them ads elsewhere. Google describes its version in its help page on your data segments.
Retargeting has to follow each platform's rules and privacy law, and some categories, including housing ads, carry their own targeting limits. Visitors also have to be told about the tracking in the site's privacy notice.
Why does retargeting matter for a roofer?
Because roofing is rarely bought on the first visit. A homeowner reads about roof replacement, leaves to get a second opinion, then waits for the next storm. Retargeting keeps the roofer in view during that wait, so when the homeowner is ready, the name they saw last is one they recognize.
For example, a homeowner reads a roofer's replacement page and a page about financing options, and leaves without calling. Over the next few weeks they see the roofer's ads with photos of finished roofs in their area and a short note about free inspections. When a storm passes through, that roofer is the one they call.
How do you set up retargeting?
Tag the site
Install the Google tag and the Meta pixel, and confirm they fire on every page.
Build audiences by intent
Separate people who viewed a service page from those who only read a blog post.
Write ads for the second visit
Proof and reassurance, not the same pitch they already passed on.
Cap the frequency
Set a limit on how often one person sees the ads, so the reminder never turns into a nuisance.
Related terms
Landing page
Conversion rate
Cost per lead
What each lead from retargeting costs, compared with first-visit ads.
We run retargeting as part of our paid advertising work, including for roofing companies.
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