Without knowing how to use Facebook retargeting for your remodeling business, you won’t be able to stay visible to people who are already interested in your services, recover leads who visited your website but didn’t call, or get the most out of every dollar you spend driving traffic. Instead, you will continue to lose warm prospects to competitors who show up again after that first visit.
You’re in the right place. I created this proven, 5-step process to help you set up Facebook retargeting for your remodeling business based on my experience managing paid advertising for contractors over the past several years.
We’ll cover everything from installing the tracking pixel on your website to creating the right ad creative for warm audiences. I’ll also share things to look out for along the way, mistakes I see remodeling businesses making, and a bonus tip most contractors never use.
Just follow the steps, and by the time you finish Step 5, you’ll have a retargeting system running in the background that keeps your business in front of the right people – even after they’ve left your website. According to Cropink’s retargeting statistics, retargeted users are 43% more likely to convert than first-time visitors. That gap is worth capturing.
Ready? Let’s go!
Step #1: Install the Meta Pixel on Your Website
Before you can set up any retargeting campaigns, you need a way for Facebook to track who visits your site. That’s what the Meta Pixel does. Before you can build retargeting audiences in Step 2, you’ll want to get this technical step done first.
The Meta Pixel is a small piece of code that you place on every page of your website. When someone visits your site, the pixel fires and reports that visit to Meta. This is how Meta builds the audience of “people who visited your website” that you’ll target in your ads.
Here’s how to install it:
- Go to Meta Business Suite and navigate to Events Manager. If you don’t have a Business Manager account yet, create one – it’s free.
- Click “Connect Data Sources” and select “Web,” then choose “Meta Pixel” and give it a name.
- Meta will provide your pixel code. Copy it.
- Paste the pixel code into the header section of your website, just before the closing
</head>tag. This should appear on every page.
If your website runs on WordPress, the simplest approach is to use the official Meta Pixel plugin, which handles installation without touching code. If you have a custom-built site, give your developer the pixel code – it’s an under-an-hour task.
After installing, use the Meta Pixel Helper Chrome extension to verify the pixel is firing correctly on your site. It shows a green checkmark when the pixel is active on the page you’re viewing.
For the full official installation documentation, see Meta’s Pixel setup guide in the Meta Business Help Center.
What to look out for:
Many remodeling businesses skip this step entirely, then wonder why they can’t run retargeting campaigns. The pixel must be installed before any retargeting can happen – it only starts collecting data from the moment it goes live. If you install it today, you’ll have your first usable retargeting audience within a week or two. Install it now, even if you’re not ready to run ads yet.
This is the foundational step that everything else builds on. All done? Let’s move to Step 2.
Step #2: Build Your Retargeting Audiences in Meta Ads Manager
At this point, you’re probably thinking that setting up audiences sounds technical and complicated. You may even be wondering, “How does Facebook decide which visitors are worth retargeting?”
If you hang in there, it will make complete sense. What we’re doing is creating a defined group of people whose behavior on your website signals genuine interest in your services.
Now it’s time to create your custom audiences. In Meta Ads Manager, go to Audiences and click “Create a Custom Audience.” Select “Website” as the source.
The most valuable audiences for a remodeling business:
- All website visitors (last 30 days). Everyone who visited any page in the past month. Good for broad awareness retargeting.
- Service page visitors (last 30 days). Anyone who visited your kitchen remodeling, bathroom renovation, or other service pages. These visitors showed specific intent.
- Contact page visitors who didn’t submit (last 14 days). People who went to your contact page but didn’t fill out the form. These are your hottest leads – they were close and stopped for some reason.
The reason this step matters is that it allows you to spend your ad budget on people who already showed interest in your business, rather than reaching cold strangers who have never heard of you. Retargeting audiences are smaller, but they convert at significantly higher rates because the prospect already knows who you are.
Here are some tips to move through this step quickly:
- Start with a 30-day window. If you’re getting fewer than 100 website visitors per month, extend to 60 days to make the audience large enough for ads to run.
- Name your audiences clearly. Use a naming convention like “Website Visitors – All Pages – 30D” so you can find them easily when building campaigns.
- Create video viewer audiences too. If you’ve run video ads or have video content on Facebook or Instagram, you can retarget people who watched a percentage of your videos – even if they never visited your website.
What to look out for:
When I first started running retargeting campaigns for service businesses, I made the mistake of targeting all website visitors without segmenting by page. The result was showing kitchen remodeling ads to someone who only read a blog post and was probably not in the market.
Segmented audiences – especially service page visitors and contact page bouncers – perform dramatically better because the intent signal is much stronger. Instead of one audience with one ad, create separate ad sets for each segment and tailor your message. You’ll get better results if you build this segmentation in from the start. If managing multiple audiences feels overwhelming, start with service page visitors only – that single audience is often enough to see a meaningful improvement.
Step #3: Set Up Your Retargeting Campaign
Are you starting to get excited? We’re just about there.
You may be feeling a bit unsure about the campaign settings, and that’s completely normal. Any time you’re setting up something new in Ads Manager, it takes a few minutes to get oriented.
Next, create a new campaign in Meta Ads Manager. Select “Leads” as your campaign objective if you want form submissions, or “Traffic” if you primarily want website visits.
While you’re doing this, make a note of your budget. For most remodeling businesses starting with retargeting, $5 to $15 per day per ad set is enough to maintain consistent visibility with a small warm audience.
Key settings:
- Daily budget: $5-$15 per ad set to start. Retargeting audiences are small, so you don’t need a large budget to reach them regularly.
- Ad scheduling: Run ads all week. Homeowners research remodeling projects in the evenings and on weekends – be visible when they’re thinking about it.
- Placement: Start with Automatic Placements and let Meta optimize where ads show. You can refine later based on performance data.
For example: one remodeling business I work with runs a $10/day retargeting campaign targeting their service page visitors. That $300/month in spend consistently generates 3-5 callbacks per month from warm prospects who came back after their first visit.
What to look out for:
It may be hard to know where to set your initial budget when you have no historical data. What you can do is start at $5-$10/day, run for two weeks, check your results, and scale up what’s working. Starting small and testing is always better than committing a large budget before you know what converts.
Step #4: Create the Right Ad Creative for a Warm Audience
We’re just about done. Two steps left.
This is where most remodeling businesses leave performance on the table. The people you’re retargeting already know who you are – they visited your website. Your ad doesn’t need to introduce you. It needs to give them a reason to take the next step.
Here’s what works best for remodeling retargeting ads:
- Before-and-after images. A split image showing a project before and after your work is immediately compelling. It answers the question “what does their work actually look like?” without the prospect having to search for it.
- Customer testimonials. A quote from a happy client overlaid on a photo of the finished project. Real words from a real person are more persuasive than any headline you can write. Keep it specific: “They finished our kitchen in three weeks and came in exactly on budget.”
- Social proof numbers. “50+ completed projects in [Your City].” “4.9 stars on Google.” These reinforce credibility at a glance.
- A low-friction call to action. “See if we’re a fit” or “Book a free consultation” is more approachable than “Call now” for a warm audience still in the research phase. Link directly to your contact page or booking form.
Write ad copy that speaks to where they are in the decision process. They’ve already shown interest. Something like: “Still thinking about that kitchen renovation? Here’s a look at our most recent [Your City] project.” This is far more relevant than a generic awareness ad.
What to look out for:
No matter what you do, don’t use the same ad creative for retargeting that you’re running for cold audiences. Cold audiences need awareness. Retargeting audiences need reassurance and a nudge. If you run the same generic ad to everyone, you miss the opportunity to speak directly to the warm prospect who is close to booking.
Keep going – you’re almost there.
Step #5: Monitor Results and Optimize Consistently
This is the last step. Get ready to build something that runs in the background and consistently generates leads.
Once your retargeting campaigns are live, check performance weekly for the first month, then monthly once you’ve established a baseline.
Here’s how to get the best results with this:
- Track the metrics that matter. For retargeting: cost per result (cost per lead or cost per call), frequency (how often the same person sees your ad), and click-through rate. A rising frequency with a falling click-through rate means creative fatigue – time to swap in new ads.
- Refresh creative every 4-6 weeks. Retargeting audiences are small and see your ads often. Ad fatigue sets in faster than with cold campaigns. Swap in a new project photo, rotate to a new testimonial, or change the headline.
- Expand to new audiences as you grow. Once your baseline retargeting is running well, layer in audiences from video viewers and Instagram engagers. Layer in lookalike audiences built from your best customers to find cold prospects who resemble people who’ve already hired you.
- Identify your best-performing audience. Service page visitors will almost always outperform general site visitors. Contact page bouncers will be your highest-intent group. Put the most budget toward your best audience.
For a broader comparison of how Facebook ads fit alongside Google Ads in a remodeling lead generation strategy, read Google Ads vs. Facebook Ads for remodeling leads.
What to look out for:
The first time I ran a retargeting campaign for a remodeling business, I set it up and didn’t check it for two months. When I came back, the frequency was high and the click-through rate had fallen significantly because the audience had seen the same creative dozens of times.
And you know what? When we refreshed the creative and reset the campaign, performance bounced back within a week.
The biggest lesson: retargeting requires light, regular maintenance – not daily attention, but a monthly review is non-negotiable. The biggest payoff goes to the businesses that stay consistent. So more than anything else, put a recurring monthly reminder in your calendar to check your campaigns. It just shows you that a small habit produces compounding results over time.
Bonus! Pair Retargeting Ads With a Direct Follow-Up Sequence
And finally, here’s a Bonus Tip just for you.
This is something I started doing after working with multiple remodeling businesses and seeing the same pattern: retargeting works dramatically better when paired with a direct follow-up sequence.
Here’s the insight: someone who visited your website and then saw your retargeting ad is a warm prospect. But they may not act on the ad right away. If you’ve also captured their contact information through a booking form or website chat tool, you can follow up with them directly via email or SMS – not just through ads.
The combination of retargeting ads (which keep your brand visible) and an automated follow-up sequence (which creates a direct line of communication) converts warm prospects at significantly higher rates than either channel alone. Tools like GoHighLevel make it straightforward to build automated follow-up sequences that trigger when someone submits your contact form.
Related post: How to set up GoHighLevel for a remodeling business
Key Takeaways
Congratulations – you just learned how to set up Facebook retargeting for your remodeling business. Follow the five steps above to stay visible with warm prospects after their first visit, lower your cost per booked consultation, and recover leads who would otherwise have gone to a competitor.
I’ve given you the full process: pixel installation, audience creation, campaign setup, ad creative, and ongoing optimization. Just knowing the steps isn’t enough though. The next move is to go into Meta Business Suite, install the pixel, and start building your first audience today.
Now, over to you. Have you tried Facebook retargeting for your remodeling business? What results have you seen? Let me know how it worked out in the comments – I read every one.
And if you’re interested in adding Facebook retargeting to a full done-for-you lead generation system built specifically for remodeling businesses, that’s exactly what the BADASS Growth Engine includes.
Book a free discovery call at bad2badass.com to see if it’s the right fit for where your business is right now.