Hubspot Retargeting Campaigns: A Practical How-To Guide
Hubspot makes it easier to launch smarter retargeting campaigns that bring back visitors, nurture warm leads, and convert them into paying customers with relevant ads.
This guide walks you step by step through how retargeting works, what to track, and how to structure campaigns based on the original framework outlined in the beginner guide to retargeting campaigns.
What Retargeting Is and Why Hubspot Marketers Need It
Retargeting is a form of online advertising that shows tailored ads to people who already interacted with your brand but did not complete a key action, like filling out a form or making a purchase.
For Hubspot users focused on inbound marketing, retargeting works as a supporting system that re-engages:
- Blog readers who did not subscribe
- Landing page visitors who did not convert
- Free trial users who never upgraded
- Existing leads who stopped opening emails
The result is more qualified traffic returning to your site, better lead nurturing, and improved ROI on your paid media spend.
Core Retargeting Components Hubspot Marketers Should Understand
Before building your own program, get clear on the core building blocks used in most retargeting setups.
1. Audiences and Lists
Retargeting starts with well-defined audiences. You can build audiences based on:
- Website behavior (pages viewed, time on page, exit pages)
- Funnel stage (subscriber, lead, opportunity, customer)
- Engagement (downloaded content, watched a video, abandoned cart)
Each audience should map to a specific campaign and message.
2. Pixels and Tracking
Advertising platforms such as Google Ads and Meta (Facebook and Instagram) use a tracking pixel or tag to record user behavior. When installed correctly, this code helps you:
- Track which pages a visitor views
- Measure conversions and revenue
- Create lookalike or similar audiences
- Optimize campaigns for specific events
Hubspot analytics and your ad pixels should tell a coherent story together so you can connect ad clicks to CRM results.
3. Segmented Messaging
Retargeting only works when the message matches the audience. That means different ads for:
- First-time visitors who only read a blog post
- Repeat visitors who already downloaded a lead magnet
- Trial users who hit key product milestones
Each segment needs a tailored value proposition and a clear next step.
How to Plan a Retargeting Strategy With Hubspot Data
Rely on your existing funnel to define what you will track and how you will retarget users at every stage.
Step 1: Map Your Funnel Stages
Start by documenting the major steps of your customer journey. A simple model might include:
- Visitor reads a blog article
- Visitor converts on a content offer
- Lead engages with nurturing emails
- Lead requests a demo or starts a trial
- Customer purchases or upgrades
Each step can become a trigger for a unique retargeting campaign.
Step 2: Define Success Metrics
Next, decide which actions matter most at each stage. Examples include:
- Newsletter sign-ups from cold blog traffic
- Content downloads from returning visitors
- Demo requests from marketing-qualified leads
- Paid conversions from free users
These metrics guide your creative, bidding strategy, and landing pages.
Step 3: Align Retargeting With Lead Nurturing
Your ads should not exist in a vacuum. Use the same positioning, offers, and content that already work in your email sequences and workflows. The goal is providing a consistent message regardless of where someone sees you.
Practical Retargeting Campaign Types for Hubspot Users
The original retargeting framework highlights several campaign types you can adapt for your own stack.
1. Content Amplification Retargeting
Use ads to bring recent visitors back to high-value content. For example:
- Promote related blog posts to users who read an introductory article
- Highlight a webinar to readers of a relevant topic cluster
- Offer a comparison guide to visitors of product or pricing pages
This expands engagement and warms visitors up for a conversion offer.
2. Lead Generation Retargeting
Once visitors show interest in a topic, move them toward a lead capture asset, such as:
- Ebooks and whitepapers
- Checklists and templates
- On-demand webinars or mini-courses
Retarget users who visited topic-specific articles but did not yet submit a form. Your ads should clearly emphasize the benefit of downloading your offer.
3. Nurturing and Upsell Retargeting
For existing contacts, retargeting can reinforce email nurturing by:
- Re-engaging inactive subscribers with a special resource
- Promoting case studies to leads close to a decision
- Suggesting add-ons or upgrades to engaged customers
Coordinate offers so that contacts see parallel messages in their inboxes and in their social feeds.
How to Structure High-Performing Retargeting Creatives
Even with precise audiences, retargeting fails if your creative is not aligned with intent.
Ad Copy Best Practices
- Address the last action the user took (for example, “Still researching pricing?”)
- Reaffirm the value they were seeking in the first place
- Use direct calls-to-action like “Download the guide” or “Book a demo”
- Keep copy short and benefit-focused
Visual and Format Tips
- Use simple, high-contrast creative that is legible on mobile
- Test static images versus short videos
- Highlight your offer with clear on-image text
- Ensure branding is consistent with your website and emails
Landing Page Alignment
Every retargeting ad should send users to a landing page that:
- Matches the promise in the ad headline
- Has a single main call-to-action
- Loads quickly and is mobile-optimized
- Removes unnecessary distractions
Optimization Tips for Hubspot-Focused Campaigns
Continuous optimization separates average retargeting campaigns from high-ROI machines.
Measure the Full Funnel
Do not focus only on click-through rate. Track:
- View-through conversions
- Lead quality and pipeline impact
- Customer acquisition cost
- Lifetime value by audience
Look for segments where a slightly higher ad spend produces a much higher downstream revenue gain.
Test Audiences and Frequency
Experiment with audience sizes and exposure:
- Segment by recency (last 7 days vs. last 30 days)
- Adjust frequency caps to avoid ad fatigue
- Exclude converters promptly to protect budget
Smaller, more qualified lists often outperform broad retargeting groups.
Iterate on Creative and Offers
A/B test different:
- Headlines and calls-to-action
- Visual styles and color schemes
- Offers (ebook vs webinar, demo vs trial)
Keep the winners, pause poor performers, and build a library of proven assets over time.
Next Steps: Turn Insight Into Action With Hubspot-Friendly Tactics
To put this guide into practice, start small with one audience and one clear goal, then expand into a full ecosystem of retargeting campaigns that support every stage of your funnel.
If you want help designing a complete, data-driven retargeting strategy that integrates seamlessly with your CRM and automation, you can explore consulting resources like Consultevo for deeper implementation support.
As you gather more data, refine your audiences, messaging, and creative so your retargeting remains relevant, efficient, and directly tied to revenue growth.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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