7 High-Converting Retargeting Ad Examples & Strategies for 2025

Mid-to-senior PPC pros know retargeting warm prospects is far more cost-effective than chasing cold leads. In fact, 46% of search engine marketers believe retargeting to be the most underused online marketing technology. The takeaway? If you aren’t running remarketing campaigns, you need to start.

This report unpacks 10 proven retargeting techniques, with real-world examples from brands in HVAC and service industries. Get data-backed insights, platform-specific tips, psychological triggers, and future trends to build sophisticated, privacy-compliant campaigns that boost ROI. By the end, you’ll have an actionable playbook to turn browsers into buyers.

The Psychology Behind Effective Retargeting

Understanding why retargeting works is crucial for running effective campaigns. Several psychological drivers power its success:

• Familiarity & Mere Exposure: People naturally prefer familiar brands. Retargeting boosts brand recall by 57%, and Stanford found it increases revisit rates by 15%, even if the ad shows the same product. Each impression acts as a subtle reminder.
• Timing & Frequency: Speed matters. Contacting a lead within the first 5 minutes after a conversion improves your conversion rate by 21x. Aim for follow-ups within 1–3 days and cap impressions at 5–7 per user to avoid fatigue.
• Personalization & Relevance: Tailored ads drive results. Dynamic ads featuring products users viewed have led to CPA savings like 70% and 146% more conversions. Relevance shows you understand their needs and builds trust.
• Social Proof: Including reviews or testimonials can tip the scale. 79% of consumers trust online reviews as much as personal recommendations, making social proof a powerful addition to retargeting ads.
• Urgency & Loss Aversion: Countdown timers or limited offers tap into FOMO, nudging hesitant shoppers to act. Campaigns with urgency messaging have driven significant boosts in conversions.
• Consumer Perception: While 70% of users are more likely to convert after seeing retargeted ads, many are wary of privacy. Balance personalization with transparency and respectful frequency to make ads feel helpful, not invasive.

High-Converting Retargeting Techniques (with Real Examples)

1. Cart Abandonment Retargeting: High-Intent Recovery Tactic

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Cart abandonment retargeting targets users who added items to their cart or started a form but didn’t complete checkout. With abandonment rates hovering around 70%, this is essential for recovering revenue.

Why it works:
Cart abandoners are high-intent prospects. Distractions, shipping costs, or decision hesitations often derail purchases. Retargeting reminds them of their intent, addresses objections, and leverages urgency ("Your cart is almost gone!") to drive action. Brands like Qure Skincare saw success with urgency-driven offers—66% off limited-time bundles—boosting conversions from hesitant buyers.

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Performance benchmarks:
Expect to recover 5–15% of abandoned carts, with some campaigns cutting abandonment by up to 26%. Service businesses (e.g., clinics or HVAC services) can use similar tactics for incomplete bookings, offering incentives like “Free consultation if you book this week.”

Best practices:

• Segment audiences smartly: Target “Added to Cart but not Purchased” users within 7–14 days for maximum relevance.
• Incentivize wisely: Test non-discount ads first to preserve margin, then offer timed incentives (e.g., free shipping or 10–15% off).
• Address objections: Use ad copy to counter common hesitations like shipping costs or trust concerns ("Free returns," "No obligation consultation").
• Control frequency: Avoid ad fatigue by capping impressions (around 5–7 total).
• Exclude converters: Ensure purchase completions remove users from retargeting pools.

Platform notes:
Leverage dynamic ads on Meta and Google to show the exact abandoned product or service. Sync ads with email flows for a coordinated reminder sequence, boosting recall and conversion rates.

Bottom line: Cart abandonment retargeting is low-hanging fruit—highly effective for turning nearly-lost opportunities into profitable conversions.

How WhatConverts Helps: Powerful Custom Reporting

You can set up custom events, form fill stages, and other conversion triggers within WhatConverts to track abandoned leads. For example, we have two stages of our trial signup form. With WhatConverts, we can see which pages lead to the most partially completed signups, indicating a conversion rate problem we can then fix.

Resource: 9 Best Marketing Reporting Software for Agencies

2. Product View or Content View Retargeting: Win Back Interested Browsers

Browse abandonment retargeting focuses on users who viewed a product page, service page, or content but didn’t take further action. Since ~97% of first-time visitors leave without converting, this tactic re-engages window shoppers to pull them back into the funnel.

Why it works:
These users have shown clear interest but need a nudge. Maybe they were comparing options or got distracted. Retargeting ads featuring the exact product or service they viewed increase relevance and spark recall. Dynamic ads showing previously viewed items can triple conversion rates compared to generic ads.

Real-world results:
Brands like Fanatics (retail) and Mott & Bow (apparel) saw significant lifts by showcasing browsed products alongside customer reviews or discounts. Service businesses also win here: for example, law firms retarget visitors of specific service pages ("Injured in a car accident? Get your free case evaluation") to boost inquiries.

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Best practices:

• Use dynamic creative: Platforms like Meta and Google can automatically display the exact products or content viewed.
• Segment audiences by recency: Prioritize visitors from the last 7–14 days for peak relevance.
• Tailor messaging: Align ad copy and visuals tightly with what the user browsed. If they saw women’s jeans, show ads for women’s jeans—not general inventory.
• Leverage social proof: Add reviews, ratings, or testimonials to overcome hesitation and build trust.
• Mind frequency: Avoid overwhelming users—set reasonable caps and adjust messaging over time.

Platform notes:
Dynamic ads shine here, but static segmented ads also work for service industries. Consider sequencing ads (product reminder > social proof > offer) to move users down the funnel.

Bottom line: Browse abandonment retargeting is a must for nurturing high-potential leads and increasing conversion rates from engaged—but not yet committed—visitors.

How WhatConverts Helps: Lead Scoring

Lead scoring in WhatConverts lets you give leads a numerical point value based on their behavior and attribution. For example, if a lead visits your site and fills out a quote form, you can give them +50 points. If they download a guide, +25 more points. Now your sales team knows which leads to prioritize when following up.

Resource: Did You Know? – Lead Scoring

3. Dynamic Product Ads & Personalized Creative: Retargeting at Scale

Dynamic Product Ads (DPAs) automate personalized retargeting by showing users the exact products or services they previously viewed. For high-SKU catalogs or complex service offerings, DPAs scale personalization effortlessly—boosting relevance and conversions.

Why it works:
DPAs pull from your product or service feed to create hyper-relevant ads based on user behavior (viewed, added to cart, etc.). Personalization drives performance: studies show dynamic retargeting ads deliver 2–3× higher CTR and conversion rates versus static ads. They also adjust in real time—if a price drops or stock runs low, the ad updates automatically.

Real-world success:
Brands like Fossil and Wayfair use DPAs to great effect, showing users the exact watch or sofa they browsed, often with time-sensitive offers like free shipping. Airbnb applies this to travel, dynamically retargeting users with specific property listings they viewed, increasing bookings significantly.

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Best practices:

• Ensure data accuracy: Keep your product/service feed clean and up-to-date to avoid showing out-of-stock or incorrect offers.
• Use engaging creative formats: Carousel ads, overlays (e.g., “% Off”), and lifestyle imagery elevate click-through rates.
• Optimize for cross-sell & upsell: Post-purchase, use DPAs to recommend related products ("You bought X, consider Y").
• Control frequency: Prevent fatigue by capping impressions and rotating creative.
• Monitor and test: Track performance at the product level and test variations (price emphasis, social proof, urgency).

Platform notes:
Meta (Facebook/Instagram) and Google Display Network lead the way, auto-generating ads using your catalog. TikTok has also introduced dynamic ads, mixing video scenes for native-feeling, high-converting retargeting.

Bottom line: DPAs are a must-have for scaling personalized retargeting efficiently—whether you’re moving abandoned browsers to buyers or upselling recent customers for higher ROAS.

How WhatConverts Helps: See Which Versions Work Best

With WhatConverts, you can get especially granular with your attribution—from landing pages and keywords all the way down to the ad version level. With this level of detail, you can see which landing pages and ad variations are performing and which should be cut. This makes WhatConverts a powerful tool for A/B testing your retargeting ads.

Plus, you can measure success by the metrics that really matter like total sales value:

Resource: Lead Value in Proving Marketing ROI for Service-Based Businesses

4. Email Integration with Retargeting (Omnichannel Nurturing)

Combining email campaigns with retargeting ads creates an omnichannel nurture strategy that reinforces your message and accelerates conversions. Rather than treating email and ads as separate tracks, integrating them ensures prospects receive coordinated, timely reminders across inboxes and ad platforms.

Why it works:
Email alone has high engagement (average open rates ~45% for cart abandonment flows), but adding retargeting ads keeps your brand visible even when inboxes are missed. This multi-touch approach boosts recall, covers gaps in engagement, and increases conversion rates.

Real-world results:
E-commerce brands frequently combine cart abandonment emails with dynamic retargeting ads to recover lost sales. For example, HubSpot combines retargeting ads with email nurture sequences when leads stall after downloading a whitepaper. This dual approach reinforces their messaging across channels, accelerating lead-to-MQL progression by keeping prospects engaged and the brand top-of-mind.

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Best practices:

• Sync messaging: Ensure offers and creatives match across email and ads to avoid confusion (e.g., both channels promote "10% off your order").
• Sequence touchpoints: Stagger emails and ads for sustained engagement—e.g., email at +1 hour, ad at +1 day, follow-up email at +2 days.
• Leverage customer lists: Use email capture to build custom audiences for ad platforms (Meta, Google, LinkedIn).
• Coordinate frequency: Avoid fatigue by monitoring exposure across both channels.
• Measure holistically: Track performance across channels to attribute conversions accurately.

Platform notes:
Both Meta and Google support customer list uploads for email-based retargeting. Many e-commerce platforms (Shopify, Klaviyo) offer built-in integrations to sync audiences automatically.

Bottom line: Email + retargeting builds a powerful, unified follow-up system—keeping your brand in front of prospects across channels until they convert.

How WhatConverts Helps: See the Full Customer Journey

Want to get the full picture of your leads' customer journeys—from email interactions, ad clicks, organic visits, and referrals? WhatConverts can help. It shows the full customer journey for every lead. That way, you can see how each piece of marketing contributes to each conversion.

Resource: Eliminating the Guesswork from Customer Journey Marketing

5. Loyalty & Repeat Customer Retargeting: Maximize Lifetime Value

Retargeting isn’t just for new conversions—it’s a powerful tool for driving repeat purchases and nurturing loyal customers. With acquisition costs rising, tapping into your existing customer base boosts ROI and maximizes customer lifetime value (CLV).

Why it works:
Existing customers already trust your brand, making them 5× more likely to convert than new prospects. Retargeting them with tailored offers—like replenishment reminders, loyalty rewards, or cross-sells—keeps your brand top of mind and encourages repeat business.

Real-world success:
Panera Bread used Facebook Custom Audiences to retarget coffee subscribers with ads for breakfast sandwiches and combo deals. By upselling to their existing base, they drove incremental sales from already loyal customers.

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Service businesses (e.g., HVAC companies) remind clients about seasonal maintenance offers ("Time for your spring tune-up!"), driving repeat bookings and deepening customer relationships.

Best practices:

• Segment by behavior: Retarget based on purchase history, time since last purchase, or category of interest.
• Promote loyalty perks: Highlight rewards programs, referral incentives, or exclusive offers to deepen engagement.
• Use dynamic ads: Recommend complementary products or services to drive cross-sell and upsell revenue.
• Mind frequency: Avoid overexposing loyal customers—ensure messaging feels like a benefit, not a hard sell.
• Measure CLV impact: Track metrics like repeat purchase rate and average order value to quantify success.

Platform notes:
Meta and Google support post-purchase audience targeting via customer lists or CRM integrations. Tools like Klaviyo or Shopify Audiences can automate retargeting for loyal segments.

Bottom line: Retargeting your loyal customers is one of the highest-ROI moves you can make—deepening relationships and increasing revenue without the high cost of acquiring new customers.

6. Stage-Based Retargeting: Deliver the Right Message at the Right Time

Lifecycle retargeting maps your ad messaging to where prospects are in their buyer journey—awareness, consideration, or decision—delivering ultra-relevant ads that increase conversion efficiency.

Why it works:
Not all prospects need the same push. Early-stage users benefit from education ("See how [Service] solves X"), while late-stage prospects respond to urgency ("Get 10% off—offer ends soon!"). Aligning creative with lifecycle stages increases relevance and improves conversion rates by speaking to the user’s mindset.

Real-world success:
Salesforce uses this approach expertly: initial ads introduce solutions, mid-funnel ads share customer success stories, and bottom-funnel ads push free trials or demos. HVAC companies follow suit—first, educational ads about energy savings, followed by service promotions like "Schedule your AC tune-up before summer hits!"

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Best practices:

• Map stages to audience signals: Use site behavior (page views, form fills) and time lapsed to infer funnel stage.
• Tailor creative: Early stage = education; mid-stage = trust-building (case studies, reviews); late-stage = urgency and offers.
• Sequence messaging: Progress ads over time to move users down the funnel, avoiding repetitive creative.
• Exclude converters: Ensure buyers are removed from campaigns or moved to loyalty flows.
• Measure stage progression: Track engagement at each stage to refine messaging and optimize flow.

Platform notes:
Facebook, Google, and LinkedIn all support audience segmentation by behavior and time. Use Custom Audiences or GA4 segments to build stage-specific pools. Marketing automation tools (like HubSpot or Klaviyo) can sync lifecycle data to ad platforms.

Bottom line: Stage-based retargeting turns generic remarketing into a strategic nurture flow—guiding prospects from curiosity to conversion with precision.

7. Social Proof Retargeting: Build Trust to Close the Sale

Social proof retargeting reinforces credibility by showing reviews, testimonials, or "bestseller" signals to warm audiences. It’s an effective way to overcome hesitation and nudge prospects toward conversion.

Why it works:
Even with high intent, many buyers hesitate. Showing authentic social proof—like star ratings, user reviews, or "X people chose this" messaging—reduces perceived risk. Studies show 79% of consumers trust online reviews as much as personal recommendations, making social proof a powerful trust builder.

Real-world success:
Casper (mattress company) retargets product viewers with ads featuring customer quotes and star-ratings. For instance, someone who looked at the Casper pillow but didn’t purchase might get an ad with an image of the pillow and a quote overlay: “So soft, yet enough support for the head.” – Wendy, ★★★★★ as shown below.

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Service businesses (e.g., law firms or HVAC companies) use ads highlighting customer testimonials ("Rated 5★ by homeowners like you") to reassure prospects and prompt action.

Best practices:

• Align proof with user behavior: If users browsed a category, show testimonials specific to that category or product.
• Feature credible sources: Use recognizable review platforms (Google Reviews, Trustpilot) for extra legitimacy.
• Combine with urgency: Pair social proof with time-sensitive offers to amplify impact.
• Refresh creative: Rotate different testimonials to avoid ad fatigue and cover diverse buyer concerns.
• Test formats: Carousel ads, star ratings overlays, and video testimonials all boost engagement.

Platform notes:
Dynamic ads on Facebook and Google can pull in product ratings automatically. Manual creative also works well, especially for service businesses without a product catalog. Platforms like LinkedIn excel for B2B social proof, featuring client logos or case study quotes.

Bottom line: Social proof retargeting reassures prospects they’re making the right choice—turning hesitation into high-confidence conversions.

Wrapping Up

Retargeting isn't about chasing visitors—it's about guiding them strategically toward conversion. By leveraging proven techniques like cart abandonment recovery, dynamic product personalization, social proof, and lifecycle-based messaging, marketers can transform missed opportunities into meaningful revenue.

Ready to measure how effectively your retargeting efforts are converting browsers into buyers? With WhatConverts, you can track and optimize every step of the customer journey, from initial clicks to final conversions.

Start your free trial today and unlock the insights that turn your retargeting strategies into sustained marketing wins.

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