The ONLY Facebook Ads Retargeting Strategy You Need for 2025

Most advertisers have forgotten how powerful Facebook retargeting truly is. In fact, many have stopped using retargeting altogether, trusting Facebook’s algorithm to handle everything. But while most are consolidating campaigns and letting Facebook take control, we’re doubling down on segmentation—decreasing frequencies on prospecting campaigns, lowering acquisition costs, increasing returns, and driving new product growth.

This strategy has helped us hit record months for clients, and in this article, I’ll break down the exact retargeting approach we’re using in 2025—one that you can implement to boost sales and growth.

Why Most Retargeting Strategies Fail

A standard retargeting setup usually includes:

180-day website visitors
180-day add-to-cart audiences
Viewers of product pages
Engagers on Instagram & Facebook (365 days)

While this works, it has a major flaw: Facebook prioritizes your best-performing product ads, causing:

Creative fatigue (shortened ad lifespan)
High frequency (same ads shown repeatedly)
Missed opportunities (other products never get visibility)

The Solution: Hyper-Segmented Retargeting

Instead of letting Facebook decide which ads to show, we force it to display different products to the same audience. Here’s how:

Separate audiences for each product (not just bestsellers).
Exclude purchasers to avoid wasted spend.
Introduce new products to customers who’ve only seen bestsellers.

This approach:

Lowers frequency (less ad fatigue)
Increases average order value (AOV) by selling additional products
Identifies new winning products to scale in prospecting

Real-World Results

Here’s what this strategy has achieved:

$1.4M spent in a month (retargeting was only ~10% of budget).
40X & 30X ROAS on retargeting campaigns (most see the opposite).
New product lines scaling successfully (not just relying on one bestseller).

Most brands abandon retargeting when it underperforms, but the issue isn’t retargeting itself—it’s a broken setup.

Step-by-Step Retargeting Setup

1. Campaign Structure

Objective: Sales (not Advantage+)
Campaign Type: Manual (for full control)
Naming Convention: “Retargeting – [Audience Type]”

2. Audience Segmentation

We’ll create three core retargeting audiences:

Audience 1: Engagers & Website Visitors

Include:
Instagram engagers (365 days)
Facebook engagers (365 days)
Website visitors (180 days)
Exclude: Purchasers
Budget: Start small ($20/day)

Audience 2: Add-to-Cart & View Content

Include:
Add-to-cart (180 days)
View content (180 days)
Exclude: Purchasers & engagers
Budget: Slightly higher (more intent)

Audience 3: Past Purchasers

Include: Purchasers
Goal: Upsell new products

3. Product-Level Segmentation

Instead of lumping all products into one audience:

Create separate ad sets for each product.
Each ad set contains only one product’s creatives.

Example:

Ad Set 1: Best-selling product (proven winner)
Ad Set 2: Secondary product (lower sales but high potential)
Ad Set 3: New product (untested but strategically pushed)

Why?

Facebook won’t favor just the bestseller.
Customers see fresh products instead of the same ad repeatedly.
Discover new winning products to scale in prospecting.

Key Takeaways

Retargeting isn’t dead—it’s just broken for most.
Hyper-segmentation prevents ad fatigue and increases ROAS.
Forcing Facebook to show different products unlocks new revenue streams.
Low budgets work—retargeting doesn’t need huge spend to be effective.

Next Steps

Audit your current retargeting setup.
Break audiences into product-specific segments.
Test new products in retargeting before scaling in prospecting.

By implementing this, you’ll:

Lower customer acquisition costs
Extend ad creative lifespan
Increase overall profitability

If you’re ready to take your retargeting to the next level, this is the only strategy you need for 2025.

tutorao.com