Retargeting with Search Ads: Does It Work?

 

Digital marketers know that most users don’t convert on their first visit. They browse, compare, research, and then — maybe — return later. That’s where retargeting becomes invaluable.

But when people think of retargeting, they usually imagine display or social ads. What many advertisers overlook is the power of retargeting with search ads, also known as RLSA (Remarketing Lists for Search Ads).

So the big question is:
Does retargeting with search ads actually work?
Short answer: Yes — extremely well, when done correctly.

This blog breaks down why, how, and when to use search retargeting to maximize conversions and lower acquisition costs.

What Is Retargeting with Search Ads?

Retargeting with search ads means showing customized search ads to people who have already interacted with your website, app, or landing page.

In Google Ads, this strategy is known as RLSA (Remarketing Lists for Search Ads).

With RLSA, you can:

  • Bid higher for past visitors who show high intent

  • Show more personalized or aggressive messaging

  • Target only warm users in your search campaigns

  • Exclude users who already converted

  • Recover lost opportunities efficiently

Instead of showing the same ad to everyone, you tailor the search experience to people who already know your brand.

Does Retargeting with Search Ads Work?

Absolutely — and here’s why.

1. Warm users convert at a higher rate

Retargeted users are already familiar with your product or service.
They may have:

  • Read a blog

  • Viewed a product

  • Checked pricing

  • Started a checkout or demo form

When they search again, their intent is very high — meaning higher CTR, lower CPA, and better ROAS.

2. You can bid more aggressively without wasting money

Because these users are more likely to convert, you can bid:

  • Higher on competitive keywords

  • Higher on branded searches

  • Higher on transactional queries

Better placement = more conversions.

3. You can tailor ad messaging to their past actions

Your ads can change depending on what users viewed.

Examples:

  • “Still interested in CRM pricing? Book your demo today.”

  • “Ready to complete your purchase? Free shipping ends tonight.”

  • “Compare our AI chatbot plans before choosing.”

This personalization dramatically boosts engagement.

4. You reduce wasted spend

Instead of showing ads to cold users repeatedly, you focus on people who already know what you offer.
This improves efficiency and prevents spending on low-quality traffic.

5. RLSA works across the entire funnel

You can retarget:

  • Blog readers → Awareness

  • Feature page visitors → Consideration

  • Pricing page visitors → High-intent conversions

  • Abandoned carts → Transactional retargeting

This makes RLSA one of the most strategic tools in performance marketing.

How RLSA Works (In Simple Terms)

  1. A visitor lands on your website

  2. They get added to a remarketing list

  3. Later, when they search on Google again

  4. You show them tailored ads or bid differently

  5. They click and convert at a higher rate

Everything is based on user behavior + search intent.

Smart Ways to Use Retargeting in Search Ads

Here’s how top marketers use RLSA to improve conversions.

1. Bid Higher on High-Intent Keywords for Past Visitors

Competitive keywords like:

  • “CRM software”

  • “best project management tools”

  • “AI automation platform”

…can be expensive.

But bidding higher ONLY for warm audiences ensures you're spending efficiently.

2. Create Tailored Messaging Based on User Behavior

Examples:

Product Viewers

“Compare features before you choose your CRM.”

Pricing Page Visitors

“Ready when you are — book a 10-minute demo.”

Cart Abandoners

“Your items are still in your cart — complete checkout now!”

Lead Abandoners

“Still considering? Get your personalized quote today.”

This personalization drives CTR and conversions.

3. Exclude Users Who Already Converted

Don’t waste money showing ads to people who already:

  • Purchased

  • Booked a demo

  • Signed up

  • Became a lead

Exclude them and reserve budget for people still in the funnel.

4. Re-Engage Users with Competitor Keywords

If someone has already visited your site and now searches competitor brands, you can appear with powerful messages:

  • “Before choosing Salesforce, compare our pricing.”

  • “Looking at Zendesk? See why 1,000+ teams switched.”

High impact. High return.

5. Cross-Sell and Upsell with Search Ads

If someone purchased product A, you can retarget them when they search for:

  • Add-ons

  • Additional features

  • Related services

Perfect for SaaS, e-commerce, and subscription businesses.

Best Practices for Retargeting with Search Ads

Follow these guidelines to maximize your results.

✔ Build high-quality remarketing lists

Segment based on:

  • Page visited

  • Time spent

  • Depth of engagement

  • Funnel stage

The more precise, the better the performance.

✔ Match messaging to the user’s funnel stage

  • Awareness users → educational ads

  • Consideration users → features, comparisons

  • Conversion-ready users → CTAs, offers, urgency

✔ Use smart bidding for warm audiences

Recommended:

  • Target ROAS

  • Target CPA

  • Maximize Conversions

Google’s algorithms work extremely well with remarketing lists.

✔ Monitor search terms closely

Warm audiences still attract some irrelevant searches.
Review weekly to refine your negative keyword list.

✔ Test different audience combinations

Try:

  • 30-day visitors

  • 7-day visitors

  • Viewed pricing page

  • Viewed product pages

  • Abandoned forms

  • High-value pages only

Shorter window = higher intent.

When Search Retargeting Works Best

Search retargeting delivers the strongest results when:

  • Your product/service has a longer decision cycle

  • There’s active competition in your market

  • Users compare multiple brands

  • Your CPCs are high and you want more efficiency

  • You want to maximize warm traffic

  • You have steady website traffic volume

If you run SaaS, e-commerce, B2B, or lead-gen campaigns — RLSA is often a game-changer.

When Search Retargeting Doesn’t Work Well

RLSA is less effective when:

  • Your website has very low traffic

  • Your product has instant purchase intent

  • Your audience is extremely niche

  • You don’t have enough conversion data

  • Your remarketing lists are too small

In these cases, focus on building more traffic first.

Conclusion: Yes, Retargeting with Search Ads Works — Brilliantly

Search retargeting (RLSA) is one of the most powerful, underused tools in the performance marketing toolbox.

It works because it targets users who already:

  • Know your brand

  • Understand your offer

  • Show intent

  • Are close to converting

This leads to:

  • Higher CTR

  • Higher conversion rates

  • Lower CPA

  • Better ROAS

  • A more efficient search strategy

If you want your search campaigns to perform at their highest level, retargeting should be a core part of your strategy.

Comments

Post a Comment

Popular posts from this blog

The Cost of Meta Ads in Germany: Budgeting Tips for Small Businesse

 If you're a small business in Germany looking to grow with Meta Ads (Facebook & Instagram), you're probably asking the big question: “How much do Meta Ads really cost — and how do I budget smartly?” In this guide, we break down what Meta advertising costs in Germany in 2025 and offer practical budgeting tips to help you maximize ROI on a limited budget. 📊 Average Meta Ad Costs in Germany (2025 Benchmarks) Costs vary by industry, audience, and campaign goals, but here are the average price ranges for small businesses in Germany: Metric Facebook Instagram Cost Per Click (CPC) €0.30 – €0.70 €0.50 – €1.00 Cost Per 1,000 Impressions (CPM) €4.50 – €8.00 €6.50 – €11.00 Cost Per Lead (CPL) €4.00 – €12.00 €6.00 – €18.00 Cost Per Purchase (CPA) €8.00 – €30.00+ €10.00 – €35.00+ 🔍 Note: These are averages — real results depend on ad quality, targeting, and seasonality (e.g., Q4 is more expensive). 💡 Tip 1: Set a Realistic Monthly Budget A strong starting point for small...
Read more

How Much Should You Pay for Digital Marketing Services in Germany? Insights and Rates

 Germany is a powerhouse in Europe’s digital economy, with businesses increasingly investing in digital marketing to stay competitive. Whether you're a local business or an international brand looking to expand into the German market, understanding how much to budget for digital marketing services is essential for success. In this blog, we’ll break down the costs associated with various digital marketing services in Germany and provide insights into what you can expect to pay in 2024. 1. Factors That Affect Digital Marketing Costs in Germany Before diving into specific rates, it’s important to understand the key factors that influence digital marketing pricing in Germany: Agency vs. Freelancer: Costs can vary significantly depending on whether you hire a digital marketing agency or a freelancer. Agencies often offer more comprehensive services but come with higher rates, while freelancers may offer more flexibility and lower costs. Service Scope: The specific services you need (S...
Read more