In the Brisbane digital landscape, competition for attention has never been higher. Most business owners focus their entire budget on the 'first click'—bringing a stranger to their website for the first time. However, data consistently shows that over 96% of visitors leave a site without converting.
If you aren't using remarketing, you are essentially paying to fill a bucket with a giant hole in the bottom. Remarketing (or retargeting) allows you to strategically position your ads in front of audiences who have already interacted with your brand as they browse the web, watch YouTube videos, or use Gmail.
The Psychology of the Second Chance
Remarketing isn't about stalking your customers; it’s about relevance. A consumer in Fortitude Valley looking for a plumber or a business in Eagle Farm sourcing industrial equipment rarely buys on the first visit. They are researching, comparing prices, and checking reviews.
By staying top-of-mind during this research phase, you transition from being a 'random option' to a 'trusted familiar face.' To do this effectively, you must move beyond generic 'come back' ads and start using sophisticated segmentation strategies that align with where the user is in their journey.
Core Remarketing Audiences Every SME Needs
To see a real return on ad spend (ROAS), you should categorise your audiences based on their intent levels. Here are the three fundamental lists you should build today:
1. The 'Abandoners' (High Intent)
These are people who added an item to a cart or reached a contact page but didn't finish the transaction. These are your most valuable leads. For e-commerce stores, this is often where you find your best ROI. If you find your shopping ads are burning cash, it is often because you aren't aggressively remarketing to those who were inches away from the finish line.2. Deep Content Consumers (Medium Intent)
If someone spent four minutes reading your 'How to Maintain Your Solar Panels' blog post, they are interested in the problem you solve. They shouldn't see a generic 'Buy Now' ad; they should see a 'Download our Maintenance Checklist' or 'Request a Free Inspection' ad.3. Past Customers (Retention)
It is five times cheaper to keep an existing customer than to find a new one. Use remarketing to cross-sell or remind customers to re-order. For example, a Brisbane-based landscaping company might target past clients in August with spring preparation offers, proving that a summer peak is won in the winter through proactive planning.Advanced Tactics for the Australian Market
As we move through 2026, Google’s AI is doing more of the heavy lifting, but it still requires human guardrails. Here is how to sharpen your approach:
Frequency Capping: Do not annoy your potential customers. Limit your ads to appear 3–5 times per day. Over-exposure leads to 'banner blindness' and brand resentment. Membership Duration: Tailor how long someone stays on your list. A person looking for a quick coffee delivery should only be on a list for 3 days. Someone looking for a home loan might stay on your list for 90 days.
- Exclude Converters: There is nothing more frustrating for a customer than seeing an ad for a product they bought yesterday. Ensure you set up an exclusion list for 'All Converters' to save your budget.
Moving Beyond the Display Network
While most beginners think of remarketing as just 'image banners,' the most effective strategies in 2026 utilise multiple formats:
1. Video Remarketing: Show a 15-second testimonial video on YouTube to someone who visited your 'Services' page. 2. RLSA (Remarketing Lists for Search Ads): Bid more aggressively on keywords when the person searching has visited your site before. If they are back on Google searching for your service again, they are ready to commit. 3. Dynamic Remarketing: Specifically for retailers, this shows the exact product the visitor was looking at, significantly increasing the likelihood of a click-back.
Conclusion
Remarketing is the difference between a Google Ads account that barely breaks even and one that drives consistent, scalable growth. By focusing on intent and providing value at every touchpoint, you ensure your Brisbane business stays ahead of the competition.
Ready to stop letting your website traffic slip through the cracks? At Local Marketing Group, we specialise in high-performance Google Ads management that turns browsers into buyers.
Contact us today to audit your current remarketing setup and find your hidden revenue.