The two side by side
- Reaches new people
- Higher cost per lead
- Introduces the service and proof
- Grows the pool of warm visitors
- Reaches past visitors
- Lower cost per lead
- Answers doubts and pushes action
- Shrinks without new visitors
How they work together
- ProspectingSearch and new audiences bring first visits
- RetargetingReminders bring visitors back
- LeadA call, form or booking
Retargeting can only reach people prospecting brought in. Cut prospecting to fund more retargeting, and the retargeting lists shrink a few weeks later.
Keep them separate
Run them as separate campaigns with their own budgets and reports. Retargeting always looks cheaper, so a blended report hides what prospecting really costs. Exclude recent converters from both.
How to split the budget
Most local businesses spend most of their budget on prospecting, usually search, and a smaller share on retargeting. The right share depends on your traffic. A site with few visitors cannot fill large retargeting lists.
Good example. A solar installer runs search ads for new buyers and a separate retargeting campaign with savings calculators for past visitors.
Bad example. A solar installer moves its whole budget into retargeting because the cost per lead looks low. Leads dry up within two months.
Read how retargeting ads work. Our PPC management reports both campaigns separately.