Windows by type of decision
| Decision speed | Example services | Window to start with |
|---|---|---|
| Hours or days | Locksmith, towing, emergency plumbing | 7 to 14 days |
| A few weeks | Pest control, HVAC repair, cleaning | 30 to 60 days |
| Months | Remodeling, roofing, pools, solar | 90 to 180 days |
Google advises choosing a duration close to your sales cycle. If most customers book within three weeks of their first visit, a 180-day list mostly reaches people who already chose someone else.
Layer windows instead of picking one
Split visitors into a recent list and an older list. Give the recent list higher bids and direct offers, like "book this week." Give the older list softer reminders, like reviews or project photos. Exclude the recent list from the older one so nobody sees both.
Things to know before you set it
- Changing a duration applies to everyone already on the list.
- Each return visit restarts that person's window.
- Short windows on small sites may fall below 100 active people.
- Meta's standard website audiences keep people up to 180 days.
Good example. A roofer uses a 30-day list with an inspection offer and a 31-to-180-day list with project photos and financing.
Bad example. A locksmith retargets visitors for a full year. Most of them solved their lockout the same night.
Read what remarketing is. Our PPC management sets windows from your real sales cycle.