You've noticed it. Every time you're on Facebook or Instagram, you see ads from that one competitor. They seem to be everywhere. They must be spending a fortune.
They're probably not. They're using retargeting, and it's creating an illusion of omnipresence.
How retargeting works
When someone visits your competitor's website, a small piece of code (called a pixel) marks them. Then, when that person browses Facebook, Instagram, or other ad platforms, your competitor can show ads specifically to that marked person.
Because you're in the industry and you've probably visited their site, you're in their retargeting audience. You see their ads constantly. But someone who's never visited their site might never see them at all.
Why retargeting is so effective
It's cheap. You're only showing ads to people who've already shown interest. The audience is small but highly qualified.
It's persistent. Following up with interested prospects works in sales. Retargeting is the digital equivalent.
It builds familiarity. Seeing a brand multiple times creates trust. By the time someone's ready to buy, your competitor's brand feels familiar.
How to set it up
1. Install the Meta pixel on your website (and Google tag if you're running Google Ads) 2. Create a custom audience of website visitors 3. Build ads specifically for this audience 4. Set a modest daily budget (€5-10 is often enough to start)
The creative for retargeting should be different from cold ads. These people already know who you are. Now give them a reason to come back: a testimonial, a limited offer, a reminder of why they were interested.
Retargeting is one of the highest-ROI tactics in digital marketing. If you're not doing it, you're leaving money on the table and letting competitors stay top of mind with your prospects.