Someone clicked your Google Ad, visited your website, looked at your car accident page, and left without calling. That’s not a lost opportunity. That’s a retargeting opportunity.
How Retargeting Works
The Basics
- Someone visits your website (from Google, social, TV, etc.)
- A tracking pixel notes their visit
- When they browse Facebook, Google sites, or watch streaming, your ad appears
- They remember you and come back when ready
Why It Matters for PI
Personal injury decisions aren’t made in one click:
- People often research multiple firms
- They may need time to decide to pursue a case
- Family members influence decisions
- They want to feel confident in their choice
Retargeting keeps you visible during this consideration process. When they’re ready to call, you’re still top of mind.
Retargeting Platforms
Facebook/Instagram
Re-engage website visitors in their social feeds:
- Site visitor retargeting
- Specific page visitors (car accident page vs. slip and fall)
- Video viewers
- Engagement audiences (interacted with your page)
Facebook retargeting typically has lower CPMs than prospecting and higher conversion rates.
Google Display Network
Show banner ads across millions of websites:
- Website visitor retargeting
- YouTube viewer retargeting
- App users
- Customer list matching
Wide reach across the web visitors browse daily.
YouTube
Video retargeting for people who:
- Visited your website
- Watched your YouTube content
- Engaged with your channel
Video format reinforces message from initial visit.
Programmatic Display
DSPs (demand-side platforms) enable retargeting across premium inventory:
- News sites
- Apps
- Connected TV
- Cross-device targeting
CTV/Streaming Retargeting
The newest frontier: someone visits your website, then sees your commercial on Hulu or streaming:
- Cross-screen retargeting
- Website visitor → CTV ad
- Combines digital targeting with TV impact
Experian and major DSPs highlight cross-screen retargeting as a 2024-2025 best practice. Learn more about retargeting CTV audiences and re-engaging CTV visitors across your campaigns.
Building Retargeting Audiences
Website Visitors
The foundation: everyone who visited your site. Segment by:
Recency
- Last 7 days (hottest)
- Last 14 days
- Last 30 days
- Last 90 days (broadest)
Pages visited
- Specific practice area pages
- Contact page visitors (highest intent)
- Blog readers (earlier stage)
Time on site
- Visitors who spent 30+ seconds (engaged)
- Bounced visitors (maybe worth excluding)
Engagement Audiences
Beyond website visits:
- Video viewers (watched 25%, 50%, 75%, 100%)
- Social engagers (liked, commented, shared)
- Email openers (if integrated)
- Form abandoners (started but didn’t submit)
Customer Lists
Upload past client data to:
- Exclude from retargeting (no need to advertise to existing clients)
- Create lookalikes of your best clients
- Target for reviews or referral requests
Retargeting Windows
How Long to Retarget?
| Window | Use Case |
|---|---|
| 7 days | Hot leads, high intent |
| 14 days | Standard consideration |
| 30 days | Broader reach |
| 60-90 days | Complex cases, mass tort |
PI Recommendations
Standard auto accident: 14-30 days. Decision cycles are usually 1-3 weeks.
Complex injury: 30-60 days. More research, longer decisions.
Mass tort: 60-90 days. Research cycles can be extensive.
Frequency Considerations
Don’t overdo it. Showing ads 50 times creates annoyance, not conversion. Cap frequency at reasonable levels (3-7 impressions per week typically).
Retargeting Creative
Messaging Strategy
Retargeting ads can be different from prospecting ads:
Prospecting: “Were you injured in a car accident? You may be entitled to compensation.”
Retargeting: “Still have questions? Our consultation is free. Call today.”
The retargeting audience already knows what you do. Address their hesitation.
Creative Best Practices
- Reminder messaging: “You visited us. We’re still here to help”
- Social proof: “Join 500+ clients we’ve helped”
- Urgency (where appropriate): “Statute of limitations may apply”
- Direct CTA: “Call now” or “Schedule your free consultation”
Integration with Other Channels
Retargeting + Search
Someone searches “car accident lawyer,” clicks your ad, leaves. Retargeting brings them back. This improves overall search campaign efficiency.
Retargeting + TV/CTV
TV builds awareness → website visits → retargeting reinforces → conversion
Cross-screen retargeting (website visitor sees TV ad) closes the loop even further.
Retargeting + Social
Organic social engagement can feed retargeting audiences. Someone engages with a Facebook post → enters retargeting → sees ads across platforms.
Privacy Considerations
Cookie Changes
Third-party cookie deprecation affects some retargeting:
- First-party data becomes more valuable
- Server-side tracking helps maintain capabilities
- Platform-specific solutions (Facebook Pixel, Google tag) still work
- Some reach may decrease
Compliance
Retargeting is widely used and compliant when you:
- Have proper privacy policy
- Use cookie consent where required
- Follow platform policies
- Don’t retarget sensitive categories inappropriately
Best Practices
- Clear privacy policy on your website
- Cookie consent banners where legally required
- Exclude sensitive audiences where appropriate
- Maintain platform policy compliance
Common Misconceptions
“Retargeting is creepy.” When done well, it’s helpful, reminding people of something they were interested in. Over-frequency is what feels creepy.
“Retargeting alone is enough.” Retargeting only works with top-of-funnel traffic to feed it. You need both prospecting and retargeting.
“It’s complicated.” Basic retargeting is straightforward to set up. Platforms make it increasingly simple.
“Privacy changes killed it.” Reduced some capabilities, but retargeting remains effective and widely used.
Getting Started
Retargeting Setup
Install Pixels
Add tracking pixels to your website: Facebook Pixel, Google Ads tag, and any DSP pixels for programmatic.
Build Audiences
Create initial audiences: all website visitors (30 days), contact page visitors, and practice area page visitors.
Create Campaigns
Launch retargeting campaigns with reminder messaging, clear CTAs, and reasonable frequency caps.
Measure and Optimize
Track retargeting conversion rates vs. prospecting, cost per conversion, view-through conversions, and overall impact on lead volume.
The ROI Case
Retargeting typically delivers:
- Higher conversion rates than cold audiences
- Lower CPAs due to warm audience
- Better brand recall from multiple touchpoints
- Improved efficiency of other channels
For PI specifically, staying visible during the consideration window can be the difference between getting the call or losing to a competitor.