How To Run Retargeting Ads on Facebook [Meta Ads]

• What Are Retargeting Ads?
• Why Retargeting Works
• Setting Up Meta Pixel
• Creating Custom Audiences
• Running a Retargeting Campaign
• Conclusion

If you’ve landed on this blog, chances are you’re either new to digital marketing or have a few months of experience running paid ads and now you’re ready to dive deeper into one of the most powerful ad strategies: retargeting ads on Facebook (Meta Ads).

Whether you’re just starting out or looking to sharpen your skills, don’t worry this guide is designed to walk you through the basics and beyond. By the end of this blog, you’ll not only understand what retargeting is, but also how to set up and run effective retargeting campaigns using Meta Ads Manager.

Let’s get started and turn those lost visitors into paying customers!

What is meant by Retargeting Ads?

Retargeting ads are a form of digital advertising where you target users who have previously interacted with your business such as visiting your website, viewing your products, or engaging with your social media profiles.

These users are already familiar with your brand, making them more likely to convert into customers. By showing personalised ads to people who’ve shown interest but didn’t take action, retargeting helps increase conversions and reduce cost per acquisition.

In simple terms, retargeting ads on Facebook (Meta) are a smart way to re-engage warm audiences and bring them back to your website to complete a purchase, sign-up, or other desired action.

Examples:

• 📷 Photography business → Retarget users who visited “wedding packages” page
• 🛍 Ecommerce store → Retarget users who added to cart but didn’t purchase
• 📈 SaaS website → Retarget visitors who read your pricing page

Why Does Retargeting Matter?

On average, only 2% of website visitors convert on their first visit. Retargeting gives you a second (or third) chance to convert the remaining 98% by showing them relevant, timely ads across Facebook and Instagram.

Okay, okay — I hear you saying, “Bro, I already know this stuff, just tell me how to set it up!”

Before setting up a campaign there are few basic things to do to run a retargeting campaign. So, like I said this is retargeting user who have previously visited your website but how Facebook know who visited my website?

01. Setting Up Facebook (Meta) Pixel Code

Yes, to do that, you need to set up the Facebook (Meta) Pixel. Similar to Google Analytics 4 (GA4), the Meta Pixel is a tracking code that links your website activity with your Facebook Ads Manager. Installing the Pixel is the very first and most essential step when setting up a retargeting campaign.

02. Create a Custom Audience Using Your Pixel

Now that your Pixel is tracking visitors on your site, the real magic begins with retargeting by creating a Custom Audience.

A Custom Audience lets you target users who:

• Visited specific pages (e.g., product pages or checkout pages)
• Spent a certain amount of time on your site
• Took specific actions like “Add to Cart” or “Viewed Product”

This is the core of retargeting ads on Meta.

Do You Need to Wait Before Creating an Audience?

Not necessarily.

You can create a Custom Audience immediately, even if the Pixel has zero data. But note:

• Meta will start populating the audience only after your Pixel collects user data.
• If your website is brand new or has low traffic, you may need to wait a few days until enough people visit your site.
• The more data your Pixel gathers, the better your retargeting performance will be.

How to Create a Custom Audience on Meta Ads Manager

Step 1: Go to Meta Ads Manager

• Visit: https://adsmanager.facebook.com
• Click the menu (≡) in the top-left corner
• Click “Audiences”.

Step 2: Click on “Create Audience” → “Custom Audience”

• In the Audience Manager, click the “Create Audience” button
• Choose “Custom Audience” from the dropdown

Step 3: Choose Your Source

Meta allows you to create Custom Audiences from various sources. Common ones include:

For Pixel-based retargeting, choose “Website” as your source.

Step 4: Define Your Audience Rules

• Choose the event or action to base your audience on
  • Example: “All Website Visitors” or “People who visited a specific page”
• Set a retention window (how many days to track users — up to 180 days)
  • Example: “Last 30 days”
• Name your audience (e.g., Product Page Visitors – 30 Days)

Step 5: Click “Create Audience”

• Once done, click Create Audience
• Meta will start populating this audience based on your chosen criteria
• It may take some time depending on your website traffic

Optional: Create Lookalike Audience

After creating your Custom Audience, Meta gives you the option to create a Lookalike Audience, people who are similar to your custom audience, great for scaling ads.

Pro Tip: Even if your Pixel hasn’t collected much data yet, you can still set up the Custom Audience now. It will automatically start filling up as more visitors interact with your website or content.

Great! Now that you’ve successfully installed the Meta Pixel and created your Custom Audience, it’s time to move on to the most important step, creating your retargeting campaign on Meta (Facebook & Instagram) Ads Manager.

Here’s a step-by-step guide to help you set up your retargeting campaign the right way:

Key Step to Run a Retargeting Campaign on Meta Ads:

When creating your campaign in Ads Manager, most steps like choosing your objective, setting your budget, and creating the ad remain the same as usual.

✅ The only major difference is during the Audience Setup stage.

Here’s what you do differently:

🟩 Step: Choose the Custom Audience

• Under the “Audience” section, click on Custom Audiences.
• Select the Custom Audience you previously created (e.g., Website Visitors in last 30 days, Engaged with Instagram, etc.).
• You can further narrow by location, age, or leave it broad depending on your campaign goal.

Once this is done, proceed with placements, ad creatives, and publish your retargeting campaign.

Conclusion

Running retargeting ads on Meta (Facebook & Instagram) is one of the smartest ways to turn warm leads into paying customers. By targeting people who’ve already shown interest in your business whether by visiting your website or engaging with your social content, you significantly improve your chances of driving conversions at a lower cost.

Just follow the three core steps:

✅ Install Meta Pixel on your website
✅ Build your custom audience
✅ Launch your campaign using that audience

Even if you’re just starting out or your traffic is still low, setting this up now ensures you’re ready to capture valuable data and optimize your future campaigns. Retargeting is not just an advanced strategy, it’s a must-have for any serious advertiser.

Start today, and make sure your brand stays top of mind!

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