What Is Remarketing in Google Ads and How Does It Work?

Remarketing in Google Ads is a smart way to re-engage users who have already shown interest in your business. It allows you to show targeted ads to people who’ve previously visited your website or interacted with your ads, helping you stay top of mind and improve conversion rates.

Here’s how it works: once you add a remarketing tag (a small piece of tracking code) to your website, Google starts collecting data on visitors. When those users browse other websites, use apps, or search on Google, your ads can be displayed to them again — tailored to their previous interactions with your site.

This approach is particularly effective for nudging potential customers who didn’t convert the first time. Whether they viewed a product page, added an item to their cart, or simply browsed your services, remarketing gives you another chance to bring them back.

Why Use Remarketing in Google Ads?

Remarketing in Google Ads is one of the most cost-effective ways to improve ROI. These users are already familiar with your brand, so they’re more likely to engage with your ads and complete desired actions. You can also segment audiences based on behaviour — such as visited pages or time spent on site — and customise your messaging accordingly.

According to Mailchimp’s guide to Google remarketing, remarketing campaigns can significantly increase brand recall and conversion rates. When done right, they help strengthen your overall advertising funnel by turning interest into action.

How Does Remarketing Differ from Standard Display Ads?

Unlike standard display advertising, remarketing in Google Ads focuses specifically on past visitors — not new audiences. This makes your campaigns more efficient, as you’re targeting users who have already demonstrated intent or interest.

For example, a user who visited your pricing page may later see an ad offering a discount or highlighting a key benefit. Because that person is already familiar with your brand, they’re more likely to click through and convert. It’s a strategic way to lower your Google advertising cost while increasing effectiveness.

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