How do I retarget website visitors with Facebook and Instagram ads?

Most homeowners visit your site, don't call, and leave to compare a few contractors — retargeting quietly keeps you in front of them while they decide. The mechanic: install the Meta pixel on your site, which builds an audience of recent visitors, then run low-cost ads to just those people showing reviews, finished work, financing, or a limited seasonal offer.

It's especially effective for higher-consideration trades — roofing, remodeling, HVAC replacement — where the decision takes days or weeks. We also build audiences of people who started but didn't finish your quote form, and can layer in email and SMS follow-up for the same visitors. Keep frequency reasonable so you stay familiar, not annoying, and always point the ad at a specific action. Done right, retargeting is one of the cheapest sources of booked jobs, because you're re-engaging demand you already paid to attract.