How to Set Up Facebook Retargeting Campaigns in 2025

Why Retargeting Matters More Than Ever

Most people don’t convert the first time they see your ad. In fact, studies show it can take 5–7 touchpoints before someone is ready to buy. Without retargeting, you’re paying for clicks that may never return. Facebook retargeting campaigns solve this problem by showing tailored ads to people who’ve already interacted with your brand — whether they visited your website, engaged with your content, or signed up but didn’t convert. In 2025, with competition rising and ad costs climbing, retargeting is one of the smartest ways to squeeze maximum ROI out of your ad budget.

Step 1: Install the Meta Pixel (or Conversions API)

Before you can run retargeting campaigns, you need to track who’s interacting with your site. That’s done with the Meta Pixel (or, for advanced setups, the Conversions API).

  • Log into your Meta Business Manager.

  • Go to Events Manager and create a Pixel if you don’t already have one.

  • Add the Pixel code to your website’s header or connect it via your CMS (e.g. WordPress, Shopify).

  • Test the Pixel to make sure it’s tracking correctly.

Pro Tip: In 2025, Meta strongly recommends also setting up the Conversions API. This sends data directly from your server to Meta, improving tracking accuracy despite browser privacy restrictions.

Step 2: Create a Custom Audience

Now that your Pixel is tracking, it’s time to define the audience you’ll retarget. Common retargeting audiences include:

  • Website visitors in the past 30–90 days.

  • People who added to cart but didn’t purchase.

  • Users who watched at least 50% of your video ads.

  • Anyone who engaged with your Facebook or Instagram page.

To set this up:

  1. In Ads Manager, click on Audiences.

  2. Select Create Audience → Custom Audience.

  3. Choose your source (website, video, Instagram account, etc.).

  4. Define the timeframe (e.g., people who visited in the past 60 days).

Step 3: Build Your Retargeting Ad Campaign

With your audience ready, it’s time to create the campaign itself.

  1. Open Ads Manager and click Create.

  2. Choose the objective that matches your goal (e.g., Sales, Leads, or Traffic).

  3. At the Ad Set level, select your Custom Audience as the targeting option.

  4. Define placements (automatic placements work best for most campaigns in 2025).

  5. Set your budget — even £5–£10 per day can be effective with retargeting.

Step 4: Craft Ads That Speak to Warm Prospects

The biggest mistake businesses make is showing the same generic ad to cold and warm audiences. Retargeting ads should feel personalised and trust-building. Ideas include:

  • Testimonials and case studies to build credibility.

  • Special offers or discounts for people who abandoned checkout.

  • Reminder ads (“You left this in your basket!”).

  • Educational content for prospects who watched a video but didn’t enquire.

Pro Tip: Keep the copy short and focus on removing barriers. They already know you — now give them the final push.

Step 5: Monitor and Optimise

Once your retargeting ads are live, keep a close eye on:

  • Frequency (don’t show the same ad too often, or people will tune out).

  • CTR and conversion rates compared to your cold campaigns.

  • Cost per result — retargeting should bring your CPA down, not up.

If performance dips, refresh your creative every 2–4 weeks to prevent ad fatigue.

Quick Wins You Can Apply Today

  • Install the Meta Pixel now if you haven’t already.

  • Create a 30-day website visitor audience.

  • Launch a simple testimonial ad targeting that audience.

  • Add a Conversions API integration for more accurate data.

  • Rotate fresh creative regularly to avoid ad fatigue.

Bringing It All Together

Facebook retargeting campaigns are one of the fastest ways to improve your ad ROI in 2025. Instead of chasing cold traffic endlessly, you focus your budget on people who’ve already shown interest. That means lower costs, warmer leads, and more conversions.

If you want to make retargeting part of a video-first, AI-powered ad system that consistently books client appointments, My Media Agency can help you put the right structure in place.

Outbound Link: Meta Business Help – Retargeting Guide