One of the most powerful tools in paid traffic — and one of the most overlooked in co-productions — is retargeting. Also known as remarketing, this strategy allows you to re-engage visitors who showed interest in your offer but didn’t convert.
In a co-production setup, where one partner creates the product (like a course or ebook) and the other handles traffic and strategy, retargeting is a golden opportunity to maximize results and ROI without increasing ad spend drastically.
In this article, you’ll learn how to build smart, effective retargeting campaigns using Meta Ads (Facebook and Instagram) to turn warm leads into paying customers.
What Is Retargeting?
Retargeting means showing ads specifically to users who have already interacted with your brand — but didn’t take the final action you wanted, like signing up or making a purchase.
In Meta Ads, you can retarget people who:
- Visited a landing or checkout page
- Watched a certain percentage of your video ad
- Engaged with your Instagram profile
- Clicked on an ad but didn’t opt in
- Joined your email list but didn’t buy
- Registered for your webinar but didn’t attend
Instead of constantly finding new leads, you’re following up with people who already know you — which increases trust, lowers ad costs, and improves conversions.
Why Retargeting Matters in Co-Productions
In a co-production, traffic and conversions are shared goals. If you’ve invested time and budget to generate leads, it’s essential to get the most value from that audience.
Here’s why retargeting is so important in this model:
1. Most people need multiple touchpoints
It takes 6–8 interactions on average before someone buys. Retargeting provides those extra touchpoints.
2. Warm audiences convert better
They’ve already seen your offer or engaged with your brand — which means less resistance.
3. It protects your ad budget
Retargeting typically costs less per click and leads to better ROAS (Return on Ad Spend).
4. You can personalize messages
Retargeting allows for custom messaging based on user behavior — leading to more relevant and persuasive ads.
Step 1: Install and Configure the Meta Pixel
Before running any retargeting campaign, you need to set up the Meta Pixel on all relevant pages.
What is the Meta Pixel?
It’s a small piece of code that tracks user behavior on your website or landing pages. It tells Meta who visited, what they did, and where they went — so you can retarget accordingly.
How to Set It Up:
- Go to Meta Events Manager
- Create a Pixel (if you haven’t already)
- Install the code manually or via a plugin (like for WordPress or ClickFunnels)
- Confirm it’s working using the Meta Pixel Helper (Chrome extension)
- Set up custom events, such as:
ViewContent(page views)Lead(form submissions)InitiateCheckoutPurchase
The more data you track, the more specific your retargeting can be.
Step 2: Create Custom Audiences for Retargeting
Inside Meta Ads Manager, go to Audiences > Create Audience > Custom Audience.
Here are key audiences to build for your co-production:
| Audience Type | Who’s Included | Use Case |
|---|---|---|
| Website Visitors | People who visited a specific page (e.g., /thank-you) | Remind non-converters |
| Video Viewers (25%, 50%, 95%) | People who watched your video ad | Follow-up with stronger CTA |
| Lead Form Viewers | Opened but didn’t submit your lead form | Encourage to complete it |
| Email List (via CSV or API sync) | Leads from your email platform | Promote launch or bonus |
| Instagram/Facebook Engagers | People who liked, commented, or saved posts | Invite to join your email list |
| Checkout Abandoners | Clicked checkout but didn’t buy | Offer reminder or bonus |
Segment them by timeframe too — like 7 days, 14 days, 30 days — to create urgency-based sequences.
Step 3: Build Retargeting Ad Campaigns
Let’s walk through how to set up a basic retargeting campaign in Meta Ads Manager.
Campaign Objective:
Use Conversions if you’re driving sales or opt-ins.
Ad Set Level:
- Audience: Choose the custom audience you just created
- Placement: Automatic or manual (use mobile-heavy for best results)
- Budget: Start with $10–$30/day depending on audience size
- Schedule: Run continuously or limit to 7-day windows for urgency
Ad Creative:
Retargeting ads should be different from your first ads — more personalized, trust-building, and action-focused.
Step 4: Write Effective Retargeting Ad Copy
Here’s what works well for warm audiences:
Testimonials or reviews
Show what others are saying — builds trust fast.
“I almost didn’t sign up, but this course was exactly what I needed.”
Address objections
Tackle fears or hesitations head-on.
“Not sure if this is for beginners? That’s exactly who it’s made for.”
Bonus reminders
Use urgency and scarcity.
“Enroll before Friday to get 2 bonus coaching sessions — only 3 spots left.”
FAQ style
Answer key questions in the ad.
“What if I don’t have time? The lessons are just 10 minutes/day.”
“You forgot something…”
Simple reminders like:
“Still thinking it over? Your free spot is waiting.”
Always match the tone and voice of the producer or brand. Keep the message aligned with your offer and email funnel.
Step 5: Use Dynamic Creatives for Better Performance
Meta Ads offers a feature called Dynamic Creative, which allows you to upload multiple headlines, descriptions, images, and videos. Meta then automatically tests combinations to find the best performer.
Use this especially in retargeting to test:
- Different testimonial variations
- Bonus vs. urgency offers
- Call-to-action phrasing
This saves time and often improves results.
Step 6: Track Results and Optimize
Monitor your campaigns daily. Key metrics to watch:
| Metric | Ideal Range |
|---|---|
| CTR (Click-Through Rate) | 1.5% or higher |
| CPC (Cost Per Click) | As low as possible (under $1 ideal) |
| Conversion Rate | 10–25% is strong for warm audiences |
| Frequency | Keep under 3–4 per ad group |
| ROAS | 2x or higher for paid products |
If performance drops, rotate creatives or refresh your audience.
Bonus: Retargeting Funnel Examples for Co-Productions
Example 1: Course on Freelancing
- Ad 1 (Cold): Free checklist — “10 steps to get your first freelance client”
- Landing Page: Thank you page with webinar CTA
- Retargeting Audience: People who saw the page but didn’t register
- Ad 2 (Warm): Testimonial + “Reserve your spot in the free class”
Example 2: Instagram Growth Program
- Ad 1 (Cold): Video tutorial — “3 Reels that Grew My Page”
- Engagement Audience: Watched 50% or more
- Ad 2 (Warm): Carousel with before/after results
- CTA: “Join now — 48-hour bonus: free audit session”
Example 3: Webinar Co-Production
- Audience: Registered for webinar but missed live
- Ad: “Replay available for 24 hours only”
- CTA: “Watch the replay before it disappears”
The retargeting ad acts as a second chance — and often captures the most committed buyers.
Mistakes to Avoid With Retargeting
- Targeting too broadly (don’t include cold audiences)
- Running the same ad as the first time
- Ignoring frequency — overexposure can hurt your brand
- Forgetting to exclude people who already bought
- Not matching your ad to where they left off in the funnel
Always map the user journey before writing or launching your retargeting ads.
Google and Meta Compliance Tips
To comply with ad policies (especially for Google AdSense approval):
- Never mislead or manipulate urgency (use real deadlines)
- Do not promise income, miracles, or “guaranteed” results
- Make sure your landing pages have clear privacy and terms links
- Be transparent about what’s included in your offer
- Use accurate targeting — no discrimination or restricted audience categories
Your account health depends on compliance. Build trust first, then scale.
Final Thoughts: Retargeting Is Where the Profit Lives
You don’t always need more leads — you need to better engage the ones you already have.
That’s the real power of retargeting in co-productions: bringing warm audiences back at just the right time, with just the right message.
It’s not about selling harder — it’s about reminding smarter.