Affordable Remarketing Strategies for Small Businesses: Ways to Boost ROI

Imagine you run a mattress store, and a customer walks in, tests out a few mattresses, but leaves without making a purchase. A few days later, you send them a friendly reminder about the comfort they experienced, perhaps along with a small incentive, like a discount or free delivery. Before you know it, they’re back in your store, ready to make a purchase. That, my friends, is the power of remarketing—and there are many affordable remarketing strategies available in the online marketplace.

For small businesses, every dollar counts. You can’t afford to let potential customers slip through the cracks. That’s why remarketing is the strategic advantage you need to turn “just browsing” into “ready to engage.” Let’s explore affordable remarketing strategies that will help you maximize your return on investment (ROI) without overspending.

What is Remarketing and Why Should Small Businesses Care?

Remarketing (or retargeting when doing PPC) is a digital marketing strategy that targets users who have previously visited your website, engaged with your content, or interacted with your brand but didn’t complete a desired action—such as making a purchase or scheduling a service.

Why does it matter? Because most customers don’t commit on their first visit. In fact, studies show that 97% of visitors leave a website without making a purchase or taking action (Citation). Remarketing helps you re-engage them, increasing your chances of conversion while keeping your brand top of mind.

Understanding Your Audience: Who Needs a Gentle Nudge?

Not all visitors are created equal. To maximize your budget, you need to know who to retarget. Here are three types of potential customers:

• Warm Leads – People who visited your site and took some action (added to cart, signed up for a newsletter, browsed products, etc.).
• Lukewarm Leads – Those who browsed your site but didn’t engage much.
• Cold Leads – People who haven’t interacted much but showed interest in your social media content.

Pro tip: Focus on warm leads first—they’re the easiest to convert with a little push.

Affordable Remarketing Strategies and Channels for Small Businesses

Remarketing isn’t just for big-budget companies. Here are some cost-effective platforms to get started:

1. Google Ads Remarketing

Google allows you to display ads to past visitors across millions of websites. It’s like reminding them of the perfect mattress they tested but didn’t buy.

2. Facebook & Instagram Retargeting

With Meta’s powerful targeting tools, you can show ads to people who interacted with your social posts, website, or even those who watched your videos.

3. Email Remarketing

Did a customer browse your mattresses but not make a purchase? Send them a friendly email reminder (bonus points for including a special offer). Email remarketing is super affordable and has one of the highest ROI rates.

4. SMS Remarketing

For businesses with a local or high-touch customer base, SMS can be the perfect nudge. A simple “Sleep better tonight—your dream mattress is waiting!” message can work wonders.

Setting Up a Budget-Friendly Google Ads Remarketing Campaign

Google Ads can be intimidating, but here’s a simple way to get started on a budget:

1. Set Up Google Ads Remarketing Lists – Create lists of past visitors (e.g., people who viewed a product but didn’t buy).
2. Choose Between Display & Search Ads – Display ads are more affordable and work well for brand awareness.
3. Use Frequency Capping – Limit how often someone sees your ad to avoid annoying them.
4. Optimize for Conversions – Make sure your landing page is clear, compelling, and easy to navigate.

Social Media Remarketing: Targeting the Scroll-Happy Customers

To retarget effectively on Facebook & Instagram:

• Install the Meta Pixel – This tracks visitors and allows you to serve them ads later.
• Use Dynamic Ads – Show users the exact products they explored on your website.
• Experiment with Video – Short, engaging videos often perform better than static images.

The Magic of Email Remarketing: Low Cost, High Impact

Email is one of the most effective and affordable remarketing tools. Some strategies include:

• Cart Abandonment Emails – “Still thinking about that mattress? Let’s get you sleeping better tonight.”
• Personalized Follow-Ups – “Hey [Name], we noticed you looked at [Product]. Ready to take the next step?”
• Win-Back Campaigns – Target inactive customers with special incentives.

SMS Remarketing: Is It Right for Your Business?

SMS has a 98% open rate, making it one of the best ways to re-engage customers. However, use it wisely:

✅ Keep it short and friendly.

✅ Include a clear call-to-action.

✅ Offer an incentive (e.g., “Order today and get free delivery!”).

Retargeting Without Ads: Organic Affordable Remarketing Strategies

If paid ads aren’t in the budget, try these organic affordable remarketing strategies:

• Content Marketing – Write blog posts that answer customer questions and bring them back to your site.
• Search Engine Optimization – Make sure your site ranks for relevant keywords so returning visitors find you easily.
• Social Media Engagement – Keep the conversation going with engaging posts and direct messages.

Avoiding Common Remarketing Pitfalls

Done wrong, remarketing can feel intrusive. Here’s how to avoid turning off potential customers:

Don’t Overdo It – Seeing the same ad too frequently is frustrating.

Don’t Ignore Mobile Users – Ensure your ads are mobile-friendly.

Don’t Use Generic Messaging – Personalization boosts engagement.

Measuring Success: What Metrics Matter?

To ensure your remarketing efforts are paying off, track these key metrics:

Click-Through Rate (CTR) – Measures how many people click your remarketing ads.

Conversion Rate – How many of those clicks turn into booked services or sales.

Return on Ad Spend (ROAS) – Ensures your campaigns are profitable.

Bounce Rate – If people aren’t engaging, tweak your strategy.

Conclusion

Remarketing isn’t just for big corporations with massive marketing budgets. Small businesses can—and should—take advantage of affordable remarketing tactics to keep potential customers engaged and drive more conversions.

Remember: remarketing is like reminding customers about the mattress they loved but didn’t take home. If they didn’t buy the first time, it doesn’t mean they’re not interested. They might just need a little nudge to take action.

Start small, test what works, and refine your approach over time. Your future customers are waiting—you just need to remind them why your products matter. And when in doubt, contact the team at Strottner Designs to help guide you on your way!