Every HVAC or plumbing company knows that not every website visitor will book an appointment on their first visit. In fact, most people shop around, compare options, or simply get distracted before making a decision. Retargeting is your secret weapon to stay top-of-mind and bring those lost leads back to your site—especially during January, when winter emergencies and maintenance needs are urgent.

1. Understand How Retargeting Works

‍Retargeting uses cookies or tracking pixels to identify visitors who leave your website without converting. You can then serve them targeted ads on platforms like Google, Facebook, and Instagram as they browse other sites. This keeps your brand visible and reminds them to come back when they’re ready to book.

2. Set Up Your Retargeting Pixel

‍Install a retargeting pixel on your main website, landing pages, and booking forms. Crew Marketing’s digital team can help you implement this quickly and ensure it’s tracking the right actions, such as form submissions or phone calls.

3. Segment Your Audience for Better Results

‍Not all visitors are the same. Create segments based on pages visited (emergency services, maintenance, plumbing, HVAC), time spent on site, or actions taken. Serve more urgent ads to those who viewed your emergency repair page, and softer reminders to those who checked out maintenance plans.

4. Craft Compelling, Seasonal Ad Creative

‍Your retargeting ads should speak directly to the visitor’s needs and the time of year. Use headlines like “Still Need Furnace Repair? Book Your Appointment Today” or “Don’t Let Frozen Pipes Disrupt Your Winter.” Feature Crew Marketing’s winter specials and include a clear call-to-action, such as “Schedule Now” or “Get Help Fast.”

5. Offer an Incentive to Return

‍Encourage visitors to come back by offering something extra—a limited-time discount, free inspection, or priority scheduling for January bookings. Make the offer clear in both your ad image and copy.

6. Use Frequency Caps and Smart Timing

‍Don’t overwhelm potential customers with too many ads. Set frequency caps so each user sees your ad a reasonable number of times per week. Schedule ads to appear during peak decision-making hours, like early mornings, evenings, or during local weather alerts.

7. Link to a High-Converting Landing Page

‍Send retargeted traffic to a dedicated landing page that matches the ad’s offer and message. Make booking simple with a prominent form or click-to-call button. Crew Marketing’s landing page templates are optimized for fast conversions on both desktop and mobile.

8. Track Performance and Refine Weekly

‍Monitor key metrics such as click-through rate, cost per conversion, and return on ad spend. Use Crew Marketing’s analytics dashboard to see which ads and offers are working best. Pause underperforming ads, test new creative, and adjust your budget as needed.

9. Integrate With Your Other Campaigns

‍Retargeting works best when combined with your broader marketing strategy. Use it alongside Google Ads, social media promotions, and email campaigns for multiple touchpoints. Mention your retargeting offer in your January emails for extra synergy.

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Success Story:

‍One Crew Marketing client in Ohio set up a January retargeting campaign after noticing high website traffic but low bookings. By segmenting their audience and offering a “Book Now, Save $25” incentive, they brought back 25 percent of lost leads and filled their schedule for the month.