The problem
Most homeowners do not sign on the first visit. They research for weeks. Without retargeting, everything you paid to attract simply evaporates.
What we do
We keep your work in front of interested homeowners after they leave — proof, projects, financing and offers sequenced to the stage they are in.
How it runs
- 01
Audience architecture by intent depth
- 02
Creative built from real project footage
- 03
Sequenced proof: work → reviews → offer
- 04
Frequency and fatigue control
- 05
Attribution back to booked jobs
Audiences
Visitors, estimate abandons, past customers
Creative
Before/after, crew, warranty
Primary metric
Return visits that book
A homeowner who visited your site and left is not a lost cause. They are mid-decision. On a $15,000 job the research window is often three to eight weeks and involves a spouse, a budget conversation, and two or three other companies.
Retargeting is the only channel that speaks to that exact window. It is also the cheapest audience you will ever address, because you already paid to earn their attention once.
The work is not 'run some Facebook ads.' It is deciding what a person should see in week one versus week five, and making sure the creative looks like your crew and your neighborhoods rather than a stock library.
You probably need this if…
- You pay for traffic once and never speak to it again
- Estimates go quiet and nothing follows up after the second week
- Ad creative is stock photography or a logo on a gradient
- The same ad has run at the same frequency for months
- Nobody can tell whether social spend produced a job
- Past customers never hear from you about the second project
Audience architecture
Segments by intent depth: all visitors, service-page visitors, estimate starters who abandoned, past customers, and lookalikes built from actual booked jobs rather than form fills.
Proof-sequenced creative
Week one shows the work. Week two shows the people and the warranty. Week three answers cost and financing. Week four makes a specific, time-bound offer.
Real project footage
A capture standard for crews plus editing into short vertical assets: tear-off to finish, drone before and after, homeowner walkthrough, and the ugly problem you solved.
Frequency and fatigue control
Caps, exclusions and refresh cadence so interested homeowners do not feel followed and your creative does not burn out mid-season.
Offer testing
Structured tests on estimate incentives, financing messaging and seasonal urgency, judged on booked jobs rather than click-through rate.
Attribution back to jobs
Conversions API, CRM tie-in and holdout thinking so the reporting reflects influence on revenue instead of platform-reported leads.
- InstrumentationWeek 1
Pixel, Conversions API, event mapping and audience definitions.
- CreativeWeeks 1–3
Capture standard rolled out to crews; first sequence produced from existing footage.
- LaunchWeek 3
Sequenced retargeting live against the deepest-intent segments first.
- ExpandWeeks 4–8
Add lookalikes and prospecting only once retargeting economics are proven.
- OperateOngoing
Monthly creative refresh, fatigue management, offer tests, cost-per-job review.
Instead of
Boosting posts
Do this
Sequenced campaigns built around a decision window
Instead of
One ad for everyone who ever visited
Do this
Different messages by how close the person is to a decision
Instead of
Judging on cost per lead
Do this
Judging on cost per booked job and assisted revenue
Instead of
Excluding past customers forever
Do this
A separate, slower cadence for repeat and referral work
How we judge it
- Return visit rate from retargeted audiences
- Estimate requests influenced by retargeting
- Cost per booked job, blended and channel-level
- Creative fatigue: frequency vs conversion decay
- Repeat and referral revenue from past-customer audiences
- Does retargeting work for high-ticket home improvement?
- It is arguably better suited to high ticket than to impulse categories, precisely because the decision window is long and involves more than one person in the household.
- How much budget does this need?
- Retargeting audiences are small, so budgets are small. The constraint is usually traffic volume, not money — which is why site and search work comes first.
- Will homeowners find it creepy?
- Not at the frequencies and creative quality we run. The ads look like your projects, capped and rotated, and past-visitor audiences expire on a sensible window.