Also called Remarketing.
Retargeting shows ads to people who already visited your website or engaged with your content, rather than to a cold audience.
Home improvement has a long consideration period, so most of the homeowners who will eventually hire you left your site without doing anything.
It is the cheapest audience a contractor can advertise to, because the expensive part, getting them interested in the first place, is already paid for. A kitchen remodel considered for eight months gives you many chances to be the company that stayed visible during it.
The mistake is running the same ad to them as to strangers. Somebody who has seen your work does not need the introduction again; they need the objection handled, which is usually the timeline, the disruption, or the financing. Retargeting is where the specific answers belong.
Frequency needs a ceiling. The same creative following a homeowner around for three months stops being a reminder and becomes an irritation, and in a trust-driven category that is a real cost rather than a neutral one.
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