Using Retargeting to Convert Website Visitors into Customers

For spray foam and insulation contractors, driving traffic to their website through Google Ads is only half the battle. Many potential customers visit a site, browse services, and then leave without taking action. This is a common scenario in the insulation industry, where customers take time to compare options before making a decision.

This is where retargeting comes in. Retargeting allows contractors to stay in front of potential customers who have already shown interest, encouraging them to return and complete an inquiry or schedule an estimate. Without retargeting, many of these visitors may never return, resulting in lost business opportunities.

In this guide, we’ll break down how insulation contractors can use Google Ads retargeting to increase conversions, maximize their ad spend, and generate more leads.

What is Google Ads Retargeting?

Google Ads retargeting (or remarketing) is a digital advertising strategy that allows businesses to show ads specifically to users who have previously visited their website. It works by using a tracking pixel (a small piece of code placed on a website) that collects visitor data. When someone leaves the site without converting, retargeting ads can be shown to them across various platforms to bring them back.

Some of the places where retargeting ads can appear include:

• Google Display Network – Millions of websites and mobile apps

• YouTube – Video ads before and during videos

• Search Retargeting (RLSA – Remarketing Lists for Search Ads) – Showing ads in Google Search to past visitors

• Gmail Ads – Targeted ads inside Gmail inboxes

This approach helps businesses stay top-of-mind and re-engage potential customers who are still considering their insulation services.

Why Retargeting is Essential for Insulation Contractors

Most homeowners and commercial property owners don’t hire an insulation contractor on their first website visit. They might:

• Be researching different insulation materials

• Comparing multiple contractors

• Looking for financing options

• Not be ready to commit yet

Retargeting ensures that businesses don’t lose these potential customers. Here’s why it’s crucial:

1. Boosts Conversion Rates

Retargeted website visitors are more likely to convert than new visitors. They’ve already shown interest and just need a reminder or incentive to take the next step.

2. Maximizes Google Ads ROI

Contractors spend money to drive initial traffic to their website. Retargeting re-engages those visitors instead of constantly paying for new ones. This lowers cost per conversion and makes ad spending more efficient.

3. Increases Brand Awareness

Repeated exposure builds trust. The more often someone sees an insulation contractor’s brand, the more likely they are to remember and choose them over competitors.

4. Targets the Right Audience

Instead of showing ads to random internet users, retargeting focuses on warm leads—people who have already interacted with the website. This improves ad relevance and engagement.

How Retargeting Works in Google Ads

To implement a successful Google Ads retargeting strategy, insulation contractors need to follow these steps:

1. Set Up a Retargeting Audience

The first step is creating a remarketing audience inside Google Ads. This involves:

• Adding the Google Ads remarketing tag (or Google Analytics tag) to the website

• Setting up custom audience lists based on visitor behavior

• Creating different audience segments (e.g., visitors who viewed the estimate page but didn’t submit a form)

This setup allows contractors to target different types of visitors with specific ads tailored to their intent.

2. Choose the Right Retargeting Campaign Type

Google Ads offers different ways to retarget past visitors:

Google Display Network Retargeting

• Shows banner and image ads across millions of websites

• Keeps insulation services visible while potential customers browse online

• Ideal for maintaining brand awareness

YouTube Retargeting

• Shows video ads to past website visitors while they watch YouTube content

• Effective for storytelling and showcasing completed insulation projects

Search Retargeting (RLSA)

• Targets users who previously visited the website when they search for related keywords

• Ensures businesses appear at the top of search results when a lead is ready to convert

3. Create Effective Retargeting Ads

Retargeting ads should be visually appealing, persuasive, and action-driven.

Best practices include:

• Using Eye-Catching Images & Videos – High-quality visuals of insulation projects or service teams

• Highlighting Special Offers – Example: “Limited-time offer: Get 10% off spray foam insulation!”

• Adding a Clear Call-to-Action (CTA) – Example: “Schedule Your Free Estimate Today!”

• Customizing Ads for Different Audiences – Example: Showing financing options to visitors who viewed pricing pages

4. Optimize & Monitor Performance

Once the campaign is running, it’s essential to track performance and make adjustments:

• Monitor ad engagement metrics (click-through rates, impressions, conversions)

• A/B test different ad creatives to see which messages work best

• Adjust bid strategies to focus on higher-intent users

• Exclude converted customers to avoid wasting ad spend

Best Practices for Google Ads Retargeting

To achieve the best results, insulation contractors should follow these proven strategies:

• Segment Audiences: Separate visitors based on their actions (e.g., those who visited the contact page vs. those who only viewed the homepage).

• Use Frequency Capping: Prevent overexposure by limiting how often users see the same ad.

• Experiment with Different Ad Formats: Test display, search, and video ads for better engagement.

• Exclude Converted Customers: Don’t waste budget on users who already scheduled a service.

• Leverage Seasonal Promotions: Use retargeting to promote special deals during peak insulation seasons.

Start Converting More Website Visitors Today

Retargeting is one of the most effective ways for spray foam and insulation contractors to increase conversions and maximize their Google Ads budget. Instead of losing potential leads, businesses can use remarketing to bring them back and turn website visitors into paying customers.

For expert help in setting up and managing Google Ads for insulation contractors, contact Spray Foam Genius Marketing today.

 877-840-FOAM (USA) | 844-741-FOAM (Canada)
sprayfoamgeniusmarketing.com
info@sprayfoamgeniusmarketing.com

FAQs: Google Ads Retargeting for Insulation Contractors

1. How much does Google Ads retargeting cost?

Retargeting is typically cheaper than regular Google Ads campaigns because it targets a more qualified audience. Costs vary based on industry competition and audience size.

2. How long should a retargeting campaign run?

Retargeting should be ongoing, but ads should be refreshed every 30-60 days to prevent ad fatigue.

3. What is the minimum audience size for retargeting?

Google requires at least 100 active users in a remarketing list for display ads and 1,000 users for search retargeting (RLSA).

4. Can I retarget visitors who didn’t fill out a form?

Yes. Retargeting allows contractors to reach all website visitors, even if they didn’t complete an inquiry. These users can be shown tailored ads encouraging them to take action.

5. What’s the difference between retargeting and regular Google Ads?

Regular Google Ads target new users based on keywords and demographics. Retargeting focuses on past website visitors, increasing the likelihood of conversion.