Burroughs Digital provides remarketing services — advertising that follows up with the people who already showed interest in your business but didn’t convert. The math that makes remarketing essential is brutal and universal: the overwhelming majority of first-time website visitors leave without calling, booking, or buying. You paid — in ad spend or SEO effort — to earn every one of those visits. Remarketing is how that investment gets a second chance, and a third, at a fraction of the cost of finding a new stranger.
It is reliably the cheapest conversion source in any account we manage, and it’s part of our full PPC practice — usually the first thing we deploy alongside whatever channel drives your traffic.
Why Warm Traffic Converts So Cheaply
A remarketing audience is pre-qualified by its own behavior: these people searched the problem, clicked your ad or listing, and evaluated you. Most didn’t reject you — they got interrupted, wanted to compare, or weren’t quite ready. Buying decisions, especially for significant local services, take days or weeks; without remarketing, your competitors get all of those days. With it, you’re the business still present when readiness arrives — which is why remarketing cost-per-lead routinely runs at a fraction of cold-traffic cost in the same account.
There’s a compounding effect for local businesses, too: your service area’s population is finite, so every visitor recaptured instead of lost meaningfully raises the yield on the same territory.
What Our Remarketing Service Includes
Audience architecture with intent tiers. Not all visitors are equal: someone who viewed your pricing page for two minutes is not someone who bounced off a blog post in four seconds. We build tiered audiences — by pages visited, depth, recency, and actions taken — and message each tier differently, spending most where intent ran hottest.
Cross-platform coverage. Google’s display network and YouTube for reach across the web; Meta remarketing for the feeds where attention actually lives; coordinated so the same warm audience is covered without being carpet-bombed.
Frequency and fatigue management. The line between “helpfully present” and “creepily persistent” is real, measurable, and enforced: frequency caps, audience exclusions (customers who already converted stop seeing acquisition ads — obvious, and routinely neglected), and duration windows matched to your sales cycle.
Message sequencing. Warm audiences have already seen your introduction; showing it again wastes the impression. Remarketing creative leads with the next argument — proof, reviews, offers, urgency — and for longer cycles, sequences through them.
Dynamic remarketing for e-commerce. Product-level retargeting that shows shoppers the exact items they viewed or abandoned — table stakes for stores, and tied into the feed work of our Shopping Ads management.
Tracking and privacy-era setup. Correct tag configuration, Conversions API where applicable, and consent handling — because remarketing runs on data plumbing, and the plumbing has to be built right to work at all. Standard process: verified before spend, reported monthly in cost per lead.
Remarketing pairs with everything: it’s the multiplier on your SEO traffic, your geofencing audiences, your lead generation funnels. Budgets are small — warm audiences are finite — which makes it the highest-ROI line item on most invoices. Pricing on the pricing page.
Remarketing — Frequently Asked Questions
Badly managed, yes — infinite frequency and no exclusions is how it’s done wrong. Managed with caps, sequencing, and respect for the converted, remarketing reads as a business that’s professionally present, and the conversion data shows customers respond to exactly that.
Less than any other channel — often $200–$600/month for local businesses, because the audience is only as big as your traffic. It’s typically the best-performing small line in the account.
Platforms require minimum audience sizes (generally a few hundred visitors), so very-low-traffic sites build the audience first via search ads or SEO. If you’re running any traffic-driving marketing at all, you likely qualify already — and you’re wasting it without remarketing.
Functionally none today — the terms are used interchangeably for re-engaging past visitors and contacts. We use “remarketing” because Google does.