Most users who visit a spray foam insulation website do not contact the business on their first visit. Retargeting allows you to reach these users again with follow-up advertisements, giving them another opportunity to consider your services.
What Are Retargeting Ads?
Retargeting ads are digital advertisements shown to individuals who have already visited your website. These users may have browsed service pages or visited the quote form but left without taking further steps. Retargeting helps keep your business visible to them through ad platforms.
This is made possible by adding a tracking code (commonly known as a pixel) to your website. The code tracks visitor activity and allows platforms like Google or Facebook to display your ads to those visitors on other sites or apps.
Why Retargeting Is Useful for Spray Foam Contractors
- Initial Traffic Costs Resources: Traffic driven by SEO, social media, or paid advertising requires time and investment. Retargeting helps re-use that initial traffic more efficiently.
- Most People Delay Decisions: Spray foam installation is a planned purchase. Retargeting maintains visibility while the visitor is still deciding.
- Retargeting Has Lower Cost per Result: Compared to reaching new users, retargeted audiences often convert at a lower cost due to existing familiarity.
Ad Platforms That Support Retargeting
- Facebook and Instagram: Visual ads on social networks.
- Google Display Network: Banner ads across websites.
- YouTube: Video-based ads targeting recent visitors.
- TikTok: Short video retargeting for mobile users.
Using more than one platform improves overall reach and visibility.
How to Structure a Retargeting Campaign
Identify Website Behaviors
Visitors can be grouped based on their behavior. Examples:
- Users who started a quote form but did not complete it.
- Visitors to the contact page without submission.
- Users who viewed services but did not engage further.
Each group should receive ads relevant to their behavior.
Use Actual Photos and Clear Actions
Avoid generic stock images. Use photos from your own projects, trucks, or equipment. Accompany them with clear instructions like:
- “Request a Quote”
- “Check Availability”
- “Schedule Service”
Control Ad Frequency
Excessive ad exposure can lead to negative results. Recommended frequency is 2–3 impressions per user per day, over a period of 7 to 14 days.
Common Errors
- Uniform Messaging for All Visitors: Tailor ads based on page visited.
- Unclear Ad Buttons: Avoid vague instructions like “Learn More.” Use specific next steps.
- Ignoring Mobile Optimization: Ensure your landing pages load quickly and work on smartphones.
Measuring Performance
Track these metrics to evaluate effectiveness:
| Metric | Purpose |
| Click-Through Rate | Measures how often users click the ad |
| Conversion Rate | Measures how many actions were completed |
| Cost Per Lead | Indicates how much each lead costs |
| Frequency | Tracks how often the same user sees the ad |
Ad managers like Facebook Ads Manager and Google Ads provide this data.
Checklist Before Launching
- Website Functionality: Ensure the site is fast and works on all devices.
- Tracking Setup: Install Facebook Pixel and Google Tag Manager.
- Offer Availability: Provide a clear service or incentive for the user.
- Team Availability: Be prepared to follow up with incoming leads.
Summary
Retargeting allows spray foam contractors to follow up with previous visitors who left without converting. With a structured campaign, clear targeting, and consistent monitoring, it can help recover potential customers and improve advertising efficiency.
Contact Information
Spray Foam Genius Marketing
📞 USA: 877-840-FOAM
📞 Canada: 844-741-FOAM
🌐 https://sprayfoamgeniusmarketing.com
FAQs
1. What is the difference between retargeting and remarketing?
Retargeting uses ads to reach previous site visitors. Remarketing usually refers to follow-up via email or messaging.
2. Is it expensive to start retargeting?
No. Most platforms allow small daily budgets, making it accessible to businesses of all sizes.
3. How soon should a visitor see a retargeting ad?
Ideally within 1–2 days after visiting the site.
4. Are video ads better than image ads?
Both are effective. Video can be more engaging on mobile and social platforms.
5. How long should retargeting ads run?
7–14 days is standard. After that, refresh the ads.
6. Can I retarget users across platforms?
Yes. You can retarget on Google, Facebook, and other platforms simultaneously.
7. Do ads need to be updated?
Yes. Change ad visuals or messages regularly to avoid ad fatigue.
8. Can I retarget based on video views?
Yes. Platforms like Facebook allow targeting users who watched part of your video.
9. What’s one mistake to avoid?
Sending the same ad to all visitors. Custom messages based on user behavior work better.
10. Does retargeting guarantee more leads?
It improves your chances but does not guarantee results. It depends on your website, offer, and follow-up process.
Spencer is a Google ranking expert and SEO consultant who has helped businesses in the spray foam marketing industry achieve their online marketing goals. Spray Foam Genius Marketing has a proven track record of success, having achieved some impressive results for his clients.