Retargeting is often worth it because most visitors do not convert on their first visit. Retargeting keeps your brand in front of people who already showed interest, such as service page visitors, cart abandoners, quote form starters, or past customers. It is most effective when audiences are segmented by intent, creative is useful, frequency is controlled, and recent converters are excluded. Poor retargeting can waste budget or annoy people if it follows everyone with the same ad for too long. Strong retargeting should feel like a relevant reminder, not surveillance.
Example
A website visitor who viewed a pricing page but did not submit a form could see a follow-up ad with a case study, consultation offer, or comparison guide instead of a generic brand ad.