Retargeting, also called remarketing, is a form of advertising that shows ads specifically to people who have already visited a website or interacted with a business, rather than to a cold audience that has never heard of it.
Most people do not buy on the first visit. Retargeting gives a small business a second, third and fourth chance to be remembered by someone who already showed interest, instead of letting that interest fade.
It is usually the most cost-efficient paid audience. People who already know you click and convert at higher rates than strangers, so the cost per result is often far lower than cold prospecting.
Done badly it feels like stalking. The skill is in frequency and timing: enough to stay top of mind, not so much that it annoys the very person you are trying to win.
Someone visits a real estate agency's website, looks at the appraisal page, but does not fill in the form. They leave to compare other agents.
Over the next two weeks, retargeting shows that person a few tasteful ads from the agency: a recent sold result, a short note about free appraisals.
When they are finally ready to act, the agency is the name they remember, because it stayed visible during the consideration window instead of disappearing after one visit.
In-House sets up and manages retargeting through the advertising agent and the Meta Pixel integration, so site visitors who did not convert are followed up automatically and tastefully.