How Retargeting Can Turn “Almost Customers” Into Your Best Clients
- James Drake
- Aug 13
- 3 min read
Updated: Aug 14
In today’s competitive home service market, getting someone to notice you once isn’t enough. In fact, studies show that only 2% of website visitors convert on their first visit. That means 98% of people who find your business online — whether from an ad, Google search, or social media — leave without calling or booking. This is where retargeting comes in. For plumbers, electricians, HVAC techs, and other trades in Colorado, retargeting is one of the smartest (and most cost-effective) ways to stay in front of people who already showed interest in your services.
When done right, it keeps your brand top-of-mind and drastically increases the chances those “almost customers” turn into paying clients.
1. What Retargeting Really Means for Home Service Businesses
Retargeting is the process of showing ads to people who have already interacted with your business online — whether they visited your website, clicked on an ad, or engaged with your social media.
For example:
Someone searches for “Castle Rock plumber,” clicks your website, then leaves without booking.
They open Facebook later and see your ad for a “$99 Drain Cleaning Special.”
They remember you, click again, and this time, they call.
Pro Tip: The biggest win here is relevancy — you’re not advertising to random strangers, you’re speaking directly to people who already know your name.
2. Why Retargeting Works Better Than Cold Advertising
Cold ads target everyone in a zip code or interest group. Retargeting is different — you’re only paying to reach people who already showed intent.
Key benefits:
Higher conversion rates – They know you, so the trust barrier is lower.
Lower ad costs – You’re targeting fewer people but with a higher likelihood of buying.
Better timing – Many home service decisions are made within days of the first search.
Real-World Example:
A Denver HVAC company we worked with saw a 43% increase in booked jobs just by adding Facebook retargeting to people who had visited their website in the past 30 days.
3. How to Set Up Retargeting Without Wasting Money
Step 1: Install a tracking pixel from Facebook and/or Google on your website.
Step 2: Create audience lists — e.g., “All visitors in last 30 days” or “People who viewed pricing page.”
Step 3: Write ad copy that addresses their likely need (“Still dealing with that slow drain?”).
Step 4: Offer something valuable — discount, priority service, or free estimate.
Step 5: Set a short ad duration (7–30 days) to stay relevant without overspending.
Pro Tip: Segment your audiences. Someone who visited your “Emergency Plumbing” page should see a different ad than someone who looked at “Water Heater Installations.”
4. Common Retargeting Mistakes to Avoid
Being too generic: Don’t show the same ad to everyone — customize it to what they viewed.
Running ads too long: You risk ad fatigue and wasting money.
Skipping tracking: If your pixel isn’t installed correctly, you’re throwing money away.
Not testing creative: Rotate different images and headlines to see what works best.
Bottom Line
Retargeting is one of the highest-ROI marketing tactics for Colorado home service businesses. It works because you’re speaking to people who already know you, making them far more likely to call when they’re ready to act.
At Front Range Momentum, we specialize in building retargeting campaigns that turn missed opportunities into steady revenue — without wasting a dollar on audiences that will never buy.
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