How to Match Your Marketing Strategy to Real Human Behavior
Most people don’t buy the first time they see your product. They research. They compare. They scroll past. Then maybe—eventually—they come back and convert.
That’s the buyer journey. And retargeting is one of the most powerful tools you have to stay visible, stay relevant, and drive conversions at every stage.
In this article, we’ll break down what the buyer journey actually looks like—and why retargeting works so well to support it.
What Is the Buyer Journey?
The buyer journey is the path someone takes from “I’ve never heard of you” to “I’m a customer.” Most marketers break it down into three core stages:
1. Awareness
The person realizes they have a problem or need.
They might Google something, click a social post, or watch a video.
2. Consideration
They start comparing solutions, brands, and options.
They may read reviews, download a guide, or follow you on social media.
3. Decision
They’re ready to take action—buy, book, sign up, or contact.
But they still might need a final nudge.
Here’s the kicker: Most people bounce around these stages. They visit your site, leave, get distracted, and come back days (or weeks) later.
That’s where retargeting comes in.
Why Retargeting Works So Well
Retargeting is effective because it meets people where they are in the journey—not just where you wish they were.
Here’s how it supports each stage:
Awareness Stage: Stay Top of Mind
Someone clicked an ad, visited a blog post, or browsed your homepage. Great! But they’re not ready to buy yet.
Retargeting helps by:
- Reminding them you exist
- Introducing more benefits, social proof, or features
- Building trust over time with repeat visibility
Example: A user reads your blog on “How to Fix a Leaky Faucet.” Later, they see a retargeted ad for your emergency plumbing services.
Consideration Stage: Build Authority & Trust
Now they’re actively comparing options. Maybe they visited your pricing page or case studies but didn’t reach out.
Retargeting helps by:
- Showing testimonials or reviews
- Promoting lead magnets or educational content
- Highlighting unique selling points
Example: A user adds a product to their cart but doesn’t buy. Your retargeting ad reminds them—and sweetens the deal with free shipping.
Decision Stage: Nudge Them to Convert
They’re on the edge. They know who you are. They’ve seen your offer. They just need one last push.
Retargeting helps by:
- Creating urgency (“Sale ends Friday!”)
- Offering limited-time discounts
- Reframing benefits to drive action
Example: You retarget people who booked a demo but haven’t signed up with an ad like, “Need help choosing a plan? Chat with our team.”
Retargeting vs. Cold Traffic
| Feature | Cold Traffic Ads | Retargeting Ads |
| Audience | People who’ve never heard of you | People who’ve already interacted |
| Trust level | Low | Medium to high |
| Message type | Introductory or educational | Reminder, urgency, benefit-driven |
| Cost per acquisition | Higher | Lower (better ROI) |
| Funnel stage | Top of funnel | Mid to bottom of funnel |
Why This Matters for Small Teams
If you’re working with a limited ad budget, retargeting is your best friend.
You’re not trying to reach everyone—you’re focusing on the warmest, most valuable segment of your audience. And that means:
- More efficient spend
- Higher conversion rates
- Faster return on investment
Ready to Build a Retargeting Strategy?
The buyer journey isn’t a straight line—and your ads shouldn’t be either.
Retargeting works because it’s realistic. It accounts for the way real people make decisions: gradually, with lots of touchpoints along the way. If you’re not running retargeting ads, you’re likely leaving sales on the table.
At Root Company, we help growing brands set up smart, conversion-focused retargeting campaigns across Google, Meta, LinkedIn, and beyond. We’ll help you stay in front of the right people at the right time—without wasting budget on cold traffic.