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In the home service industry, getting traffic to your website is only half the battle. Whether you’re a window installer, waterproofing specialist, plumber, or restoration contractor, most homeowners don’t book right away. In fact, studies show that the average homeowner needs multiple digital touchpoints before deciding to request an estimate or call a pro.
That’s where retargeting ads become one of your most powerful tools.
What Is Retargeting, and Why It Matters
Retargeting (also known as remarketing) is a form of digital advertising that displays your ads specifically to people who have already visited your website, watched your videos, or engaged with your social media content. Platforms like Google Display Network, Facebook, and Instagram allow you to “follow” these potential customers online and remind them about your business.
For example, if a homeowner visits your page about “basement waterproofing” but leaves without submitting a form, you can automatically show them an ad a day later that says:
“Still dealing with a wet basement? Get a free waterproofing inspection today.”
These gentle reminders work because they show up when the prospect is already considering their options, not when they’re being interrupted by a cold ad.
Why Homeowners Need More Than One Touchpoint
Let’s say someone visits your plumbing website on a Monday while researching tankless water heaters. They don’t take action, maybe they get distracted or want to compare quotes. By Thursday, they’ve seen your brand again on Facebook, watched a quick testimonial about your services on Instagram, and finally seen an ad for 10% off service on a Google search result.
At that point, your brand is no longer a stranger. It’s familiar, trustworthy, and top-of-mind. That’s when they click, book, and convert.
Where Retargeting Works Best
- Google Display: Show banner ads across news sites, blogs, and other pages your prospect visits.
- Meta (Facebook/Instagram): Reach users with video, carousel, or testimonial-based ads in a format that feels native to their feed.
- YouTube: Retarget video viewers with additional stories or service explanations.
Retargeting even works with your email list. If someone opens your newsletter but doesn’t click, you can retarget them with follow-up ads promoting that same offer.
Making Your Retargeting Effective
- Match ads to the service page they visited (e.g., don’t show HVAC ads to someone who visited your plumbing page).
- Use before-and-after visuals, reviews, or short video clips that reinforce credibility.
- Include strong calls-to-action like “Schedule Now,” “See Our Recent Projects,” or “Talk to a Specialist.”
What This Means for Your Business
If you’re spending money to drive traffic but not investing in retargeting, you’re leaving leads behind. These are people who have already shown interest, they just need a few more nudges to make a decision.
With smart retargeting ads, your home service business doesn’t just reach customers once, you stay in front of them until they’re ready to say yes.
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