Audience architecture
Segments by page, action, recency and value, with sensible exclusions.
Paid advertising
Retargeting
Retargeting brings high-intent visitors back with messages matched to their stage — segmented, frequency-controlled and measured for incremental return.
Most visitors don't convert on the first visit. We build segmented retargeting audiences by behaviour and intent, sequence the messaging to match where each person is, cap frequency to avoid fatigue, and measure incrementality so you're not just paying to reach people who'd have returned anyway.
Scope of work
What's included
Message sequencing
Creative mapped to each stage — reminder, objection handling, incentive.
Channel setup
Google (Display, Demand Gen, RLSA) and Meta retargeting configured and connected.
Frequency & fatigue control
Caps, exclusion windows and creative rotation.
Dynamic retargeting
Product or content feeds for e-commerce and catalogue businesses.
Incrementality measurement
Holdout or geo tests to confirm real added value.
Process
How the engagement runs
- 01
Segment
We define audiences and the message each should see.
- 02
Build
We set up audiences, feeds, campaigns and exclusions.
- 03
Launch
We go live with frequency caps and clean measurement.
- 04
Prove & refine
We test incrementality and adjust spend to where it truly adds value.
What you receive
- Retargeting audience map
- Message and creative sequence
- Campaign build across channels
- Dynamic feed setup (if applicable)
- Incrementality test and report
Best suited to
- Sites with meaningful traffic but first-visit conversion gaps
- E-commerce with catalogues and cart abandonment
- Considered purchases with long decision windows
FAQ
Retargeting: common questions
01Isn't retargeting just paying for conversions we'd get anyway?
It can be if run carelessly. We measure incrementality with holdouts so budget stays on genuinely added value.
02How do you avoid annoying people?
Frequency caps, exclusion windows once someone converts, and creative rotation so the same ad doesn't follow people for weeks.
03Do we need a product feed?
For dynamic retargeting of catalogues, yes. For service businesses, standard segmented retargeting works without one.
04Which channels are best?
Usually Meta and Google together, with the split guided by where your audience converts and cost efficiency.
Ready to build your acquisition engine?
Tell us what you sell, where your customers are and what you want to achieve.