How to Do Remarketing on Facebook and Instagram Ads

Remarketing is one of the most powerful strategies in Facebook and Instagram Ads. It allows businesses to re-engage people who have already interacted with their brand, increasing conversion rates and lowering ad costs.

Instead of targeting cold audiences, remarketing focuses on warm leads—people who visited your website, engaged with your social media content, or interacted with previous ads.

In this guide, you’ll learn how to set up and optimize Facebook and Instagram remarketing campaigns for maximum results.

1. Why Remarketing is Essential for Facebook & Instagram Ads

Most users don’t convert on the first visit. Studies show that only 2% of visitors make a purchase on their first interaction with a brand. Remarketing helps bring back the remaining 98% by showing targeted ads to people who have already engaged with your content.

✅ Increases conversion rates – Reminds potential customers about your brand.
✅ Lowers cost per acquisition (CPA) – Retargeting warm leads is cheaper than targeting cold audiences.
✅ Boosts brand awareness – Keeps your brand in front of users until they’re ready to buy.
✅ Improves ad relevance – Shows personalized ads based on previous interactions.

2. How to Set Up Facebook & Instagram Remarketing

Step 1: Install Facebook Pixel for Website Remarketing

Facebook Pixel tracks visitor activity on your website, allowing you to create custom audiences for remarketing.

1. Go to Facebook Business Manager → Events Manager.
2. Click Add Data Source → Facebook Pixel.
3. Copy and install the Pixel on your website (or use partner integrations like Shopify, WordPress, or Wix).
4. Verify the installation using Facebook Pixel Helper (Chrome extension).

Step 2: Create a Custom Audience for Remarketing

Custom Audiences allow you to retarget specific users based on past interactions.

1. Open Facebook Ads Manager → Audiences.
2. Click Create Audience → Custom Audience.
3. Select a remarketing source:
   • Website Traffic – Retarget people who visited your site.
   • Engagement on Facebook/Instagram – Retarget users who liked, commented, or shared posts.
   • Video Views – Retarget users who watched a percentage of your videos.
   • Customer List – Upload an email list of past buyers or leads.
4. Set a time frame (e.g., last 30 days) and name your audience.

Step 3: Create a Remarketing Ad Campaign

Now that your Custom Audience is ready, create a remarketing campaign:

1. Go to Facebook Ads Manager → Create a New Campaign.
2. Choose Conversions or Traffic as the campaign objective.
3. In the Audience Section, select the Custom Audience you created.
4. Set ad placements (Facebook Feed, Instagram Feed, Stories).
5. Upload engaging ad creatives with a strong CTA (e.g., “Come Back and Get 10% Off”).
6. Set a daily budget and launch your campaign.

3. Best Remarketing Strategies for Facebook & Instagram Ads

1. Retarget Website Visitors Who Didn’t Convert

Target users who visited product pages but didn’t complete a purchase.

✅ Show dynamic product ads to remind them of the items they viewed.
✅ Offer discounts or free shipping to encourage conversions.

2. Retarget Engaged Social Media Users

Not all social media engagement leads to immediate sales. Retarget people who:

✅ Liked, commented, or shared your posts.
✅ Clicked on an ad but didn’t take action.
✅ Followed your page but never purchased.

📌 Example: Run a video ad thanking them for engaging and offering an exclusive discount.

3. Retarget Video Viewers with a Special Offer

Facebook lets you target people who watched a specific percentage of your videos.

✅ Retarget 25%+ video viewers with a product ad.
✅ Show a follow-up video explaining benefits or testimonials.

4. Retarget Cart Abandoners with Urgency

If a user adds an item to their cart but doesn’t complete checkout, use urgency-based messaging:

⏳ Example Ad Copy: “Your cart is waiting! Complete your purchase before the deal expires.”

🎁 Offer limited-time discounts or free shipping to drive action.

5. Use Lookalike Audiences to Scale Remarketing

Once your remarketing campaign is profitable, expand with Lookalike Audiences.

✅ Create a Lookalike Audience based on past buyers or website visitors.
✅ Set a 1% Lookalike for high precision and a 5% Lookalike for broader reach.

4. How to Optimize Facebook & Instagram Remarketing Campaigns

📊 Monitor Frequency – Avoid showing the same ad too often (aim for frequency below 4).
📊 Test Different Creatives – Refresh images, videos, and copy every 7-14 days.
📊 Adjust Time Frames – Test remarketing windows (e.g., last 7 days vs. last 30 days).
📊 Exclude Converters – Prevent showing ads to people who already purchased.

Final Thoughts

Facebook & Instagram remarketing is a powerful strategy to recover lost leads, increase conversions, and boost ad efficiency. By targeting past visitors, engaged users, and cart abandoners, businesses can improve ROI and reduce wasted ad spend.