Retargeting for Founders: The 101 Guide No One Gave You

As a founder, you’ve fought hard for every click.
But most of those visitors bounce. Fewer convert. And fewer still come back.

Enter retargeting—the low-hanging fruit of paid marketing.
Done right, it’s not creepy. It’s smart follow-through.

Here’s how to think about retargeting from day one—without needing a full media team.

What Is Retargeting (and Why It Matters)

Retargeting shows ads to people who’ve already visited your site, clicked your emails, or interacted with your content.

It works because:

In a world of noise, it’s your polite nudge.

Don’t wait until you have a “complete funnel.”
If you have:

…you’re ready.

Site Visit → “Missed You” Ad
Example: “Still thinking about [pain point]? Here’s how we solve it in 2 clicks.”
Lead Magnet Download → Objection Buster
Example: “Worried about security? Here’s how we handle compliance.”
Demo Page Visit → Testimonial/Case Study
Example: “How [customer] cut onboarding time by 60% in 3 weeks.”

You’re not repeating your pitch.
You’re answering the question: “Why not now?”

Install Tracking
- Meta Pixel, LinkedIn Insight Tag, or Google Tag Manager
- Verify they’re firing correctly
Create Segments
- Visitors (last 30 days)
- Demo page viewers
- Lead magnet downloaders
Write 2–3 Ad Variants per Segment
- Use founder POV
- Use specificity: results, names, timelines
Launch Low Budget ($5–$15/day)
- Track clicks, cost per lead, and ROAS
- Iterate weekly—don’t “set and forget”

Retargeting isn’t magic.
It’s just making the most of the interest you already earned.