Meta/Facebook retargeting basics

Meta/Facebook retargeting basics

Meta and Facebook retargeting can help keep your business in front of recovered or high-intent website visitors.

Use this as general setup guidance only. Follow Meta's policies and your own privacy obligations.

When retargeting helps

Retargeting is useful when:

• The homeowner visited a high-value page.
• Phone is missing.
• The buying cycle is longer.
• The lead is not ready for a call.
• You want to support replacement, roofing, remodel, or financing offers.

Audience ideas

Build audiences around:

• Quote page visitors.
• Financing page visitors.
• Replacement page visitors.
• Emergency service page visitors.
• Visitors inside your service area.
• Recovered leads that did not book.

What to avoid

Avoid ad copy that reveals tracking.

Do not say:

• "Still thinking about the page you visited?"
• "We saw you looking at AC repair."
• "We know your home needs service."

Use normal service-area copy instead:

"AC repair appointments available this week in {{city}}."

Measurement

Compare retargeting results against:

• Calls.
• Forms.
• Booked jobs.
• CRM source.
• Return visits.

Do not expect ad-platform numbers to match Pipeline On recovered lead counts one-to-one.