When was the last time you made a big purchase after one click? If you’re like most people, it’s been a while (or maybe never.) That’s where retargeting comes in: you target people who raised their hand about your water filtration services but didn’t take the next step.
Instead of hoping they come back, you’re in control. Retargeting campaigns give you a second, third, and fourth chance to convert someone who showed interest but didn’t take action. All without blowing your ad budget wide open.
If you’re running any kind of digital campaign and not using retargeting, you’re leaving money on the table. This strategy doesn’t just improve your ROI. It stretches your ad dollars farther, warms up leads and helps you stay top-of-mind for the long sales cycle most water filtration systems require.
Let’s break it down step by step.
What Is Retargeting (and Why Should You Care)?
Retargeting, sometimes called remarketing, is a type of digital advertising that targets people who have already visited your website or interacted with your brand online. It allows you to follow up with ads that are tailored to someone who’s shown interest, but didn’t convert.
Example:
-
A visitor clicks on your ad for a free water test
-
They visit the page, maybe even read the whole thing
-
They leave without filling out the form or contacting you
Later, they see an ad on Facebook, Instagram or a website that reminds them about your free test or offers a limited-time incentive. That’s retargeting in action. And here’s why it works: the average conversion rate for first-time website visitors is less than 3%. Retargeting helps bring back the other 97%.
Step 1: Get Your Tracking Right
To run a retargeting campaign, you need to track who’s been on your site. This usually involves installing a pixel or code snippet. You can do this with:
-
Google Ads Remarketing Tag
-
Facebook Pixel (for Meta ads)
-
Platforms like AdRoll, which specialize in retargeting
Once installed, these tools let you create “audiences” based on behavior, like:
-
Visited the free test landing page
-
Viewed your reverse osmosis system page
-
Stayed on your website more than 30 seconds
-
Started filling out a form but didn’t complete it
The more specific your tracking, the more relevant your retargeting ads can be.
Step 2: Segment Your Audiences for Increased ROI
Retargeting isn’t one-size-fits-all. You’ll get better results by breaking your audience into smaller, behavior-based segments. Why? Because you can literally speak to the actions they’ve taken, which makes everything feel personalized.
Here are a few ideas:
-
Website Visitors: Anyone who landed on your site in the last 30 days
-
Free Test Abandoners: People who clicked your offer but didn’t submit the form
-
System Page Viewers: Those who looked at installation options but didn’t convert
-
Past Customers: A great audience for upsells, maintenance offers or referral bonuses
Make sure each audience gets its own messaging and creative.
Step 3: Craft Retargeting Ads That Convert
Don’t just show the same ad they clicked on the first time. Retargeting works best when you tailor your message to where they dropped off in the funnel. Here are three high-converting ad types for water filtration businesses:
1. Reminder Ads Perfect for people who visited a service page but didn’t act.
Example:
“Still thinking about cleaner, better-tasting water? Book your free home test today!”
Use urgency, social proof or location references to make it feel personal.
2. Testimonial Ads Great for building trust with people who aren’t quite ready to book.
Example:
“We had no idea our water was that bad. The difference is truly unreal.”
Pair this with a friendly image or a photo of the customer with their new system.
3. Offer-Based Ads Used to re-engage price-sensitive leads.
Example:
“Book your free test before the end of the month and get $150 off any full-home filtration system.”
Use countdowns or limited-time incentives to drive action.
Step 4: Control Frequency and Timing You don’t want to bombard people to the point of frustration. Retargeting is a nudge, not an annoying experience.
Here’s a smart starting point:
-
Show ads for 7 to 14 days after the visit
-
Cap impressions at 3 to 5 times per user
-
Use burn pixels or rules to exclude people once they convert
-
You can also use frequency rules to change the ad message over time.
Week 1: Reminder Week 2: Testimonial Week 3: Limited-time offer
This way, your ad stays fresh and feels intentional.
Step 5: Use Retargeting Across Multiple Platforms
Don’t limit yourself to just one channel. You can run retargeting ads across multiple channels to increase your chances of conversion, including:
-
Meta
-
YouTube
-
Google Display Network
-
Native ad platforms (Outbrain, Taboola)
-
Even email (yes, email retargeting is a thing)
When done right, your brand feels like it’s everywhere.
Bonus: Retargeting Existing Customers for More Revenue
Most businesses focus all their marketing on new leads. But your existing customers are often your best future buyers.
Use retargeting to:
-
Promote filter replacement subscriptions
-
Offer annual checkups or system maintenance
-
Introduce new add-on products to maximize results
-
Launch a referral program (“Get a $50 gift card when a friend books a free water test”)
Retargeting isn’t just about winning the first job. It’s about growing customer lifetime value.
Retargeting Is the Easiest Way to Boost Your ROI
Since most people don’t take action the first time they see your brand, retargeting is one of the most powerful, underused tools in the water filtration industry. Best of all, it allows you to boost ROI on ad spend without increasing your budget.
However, success with retargeting depends on many factors business owners don’t have the time (or expertise) to optimize. At Slamdot, we help service businesses like yours build digital strategies that include retargeting. This includes tailored ads, engaging creative and the right timing for conversions.
Want to see how? Contact us today for a free proposal from our expert team!
See More Helpful Tips