Retargeting Ads

In today’s competitive contractor space, capturing a lead is only the beginning. Homeowners often take their time when making big decisions—especially one as important and costly as hiring a contractor. That’s where retargeting ads and a well-planned sales cadence come into play.

By combining both strategies, contractors can stay top of mind, build trust, and guide prospects toward becoming paying customers. Keep reading to learn how retargeting ads work, why they’re essential for nurturing leads, and how they pair perfectly with a strategic sales cadence to increase conversions.

What Are Retargeting Ads?

Retargeting ads—also known as remarketing ads—are a form of online advertising that targets users who have previously visited your website or interacted with your business online. These ads “follow” users across the internet after they’ve left your site without converting.

Let’s say a homeowner visits your website to read about your specialty construction services but doesn’t fill out a contact form. Later, they’re browsing Facebook or reading local news and see an ad from your company. That’s a retargeting ad in action.

Popular platforms for retargeting include:

• Google Display Network

• Facebook and Instagram

• YouTube

• LinkedIn (for commercial leads)

Why Retargeting Ads Matter for Contractors

Most homeowners don’t hire the first contractor they see. Any form of home repair or remodeling can become a major investment, and potential customers often:

• Research several companies

• Compare estimates

• Check reviews

• Wait for the right time (e.g., after a storm or before selling a home)

This creates a gap between initial interest and final decision—a gap where leads can easily go cold. Retargeting ads help keep your company front and center during that consideration period.

Key Benefits of Retargeting Ads for Contractors

1. Stay Top of Mind
   People need multiple touchpoints before they act. Retargeting ensures your name isn’t forgotten once they leave your site.

2. Build Trust Through Repetition
   Familiarity breeds trust. The more a homeowner sees your brand, the more likely they are to view you as credible and reliable.

3. Deliver Timely, Relevant Messages
   You can tailor ads based on what part of your site they visited—e.g., showing storm damage repair ads to people who read your “emergency roof repair” page.

4. Drive More Conversions
   Retargeted website visitors are significantly more likely to convert than cold traffic. Some studies show retargeting ads can increase conversion rates by up to 70%.

What Is a Sales Cadence?

A sales cadence is a structured sequence of outreach steps designed to convert a lead into a customer. It usually combines different communication methods—phone calls, emails, texts, or even mailers—spaced out over days or weeks.

For home contractors, a good sales cadence might look like this:

Day 1 – Lead fills out a contact form → Call within 1 hour
Day 2 – Follow-up email with service details and testimonial
Day 4 – Text message: “Do you have any questions about your quote?”
Day 7 – Educational blog or video: “How to Choose the Right Contractor”
Day 10 – Phone call to check in
Day 14 – Special offer or financing info via email
Day 21 – Final message: “Still considering a home remodeling project? Let’s talk!”

The goal is to guide leads down the decision-making funnel without being pushy or overwhelming.

How Retargeting and Sales Cadence Work Together

Think of your sales cadence as your direct outreach strategy—and retargeting ads as your background support system. They work best in tandem, reinforcing each other in a multi-channel marketing approach.

Here’s How They Complement Each Other:

• Consistency Across Channels
  A homeowner who gets a helpful email from you on Monday might also see a Facebook ad on Tuesday reinforcing your message. This kind of brand consistency increases trust.

• Fill the Gaps Between Direct Follow-ups
  You can’t call or email someone every day—but retargeting can keep your business in their view without annoying them.

• Reinforce Your Messaging
  If your cadence includes tips on choosing the right material, your ads can echo that theme: “Not sure if asphalt or metal is right for your home? We can help.”

• Recover Lost Leads
  Some leads may never answer the phone or respond to emails—but they’ll still see your ads. When they’re ready, your business is the one they remember.

Best Practices for Retargeting Ads

To get the most out of your retargeting efforts, follow these tips:

1. Segment Your Audiences

Don’t show the same ad to everyone. Someone who viewed your storm repair page should see different ads than someone looking at your roof replacement gallery.

2. Keep Creative Fresh

Rotate ad designs, headlines, and calls to action every few weeks to avoid ad fatigue.

3. Match Ad Messaging With Sales Cadence

If you’re emailing about a limited-time offer, make sure your ads are promoting the same deal.

4. Set Frequency Caps

Avoid annoying leads with too many impressions. Cap your ads at 1–3 times per day per person.

5. Use Clear Calls to Action

Every ad should direct the lead to take the next step: schedule a free inspection, download a buying guide, or call for a quote.

Real-World Example

Let’s say a homeowner visits your site after a seasonal flood. They read your blog about water restoration but don’t convert.

Your sales cadence:

• Email: “5 Signs flooding might be a bigger problem than it seems”

• Call: Offer a free inspection

• Text: “Still worried about water stains?”

Meanwhile, your retargeting ads show:

• A carousel of flooded homes you've repaired

• Customer testimonials from similar repairs

• A reminder that insurance deadlines are approaching

By Day 10, that homeowner sees your company as the local expert in flood damage repair and reaches out—because you stayed top of mind and built credibility over time.

Final Thoughts: Use Both to Win More Jobs

In local contractor space, where timing and trust are everything, it’s not enough to capture a lead—you need to nurture it. Retargeting ads and a well-planned sales cadence are a powerful one-two punch that helps your business stay visible, build relationships, and ultimately close more jobs.

If you’re not using retargeting yet—or if your sales follow-up could use some structure—start by mapping out a simple 2-week plan. Then layer in retargeting ads that reinforce your message and showcase your value.

Need help setting up retargeting campaigns or fine-tuning your sales process? Click here and lets get the conversation started!