In the automotive world, it’s not uncommon for dealership websites to attract thousands of visitors, only to watch most of them leave without taking action. The truth is, most potential buyers don’t convert on their first visit. But just because someone clicked away doesn’t mean they’re gone for good. That’s where remarketing steps in, helping dealerships re-engage people who’ve already shown interest but haven’t made a decision yet.
The internet has changed how people shop for cars. Shoppers today are more informed, tech-savvy, and often undecided even after hours of browsing. They compare dealerships, inspect features, and check inventory, all from their phones or laptops. But without some form of follow-up, those early clicks can easily go cold. Remarketing solves this by picking up the digital trail and making sure your dealership stays part of the buyer's thought process.
What Is Remarketing?
Remarketing, sometimes called retargeting, is a digital marketing tactic that focuses on people who’ve previously interacted with your website. Maybe they viewed a specific vehicle, browsed your inventory, or started filling out a lead form. With remarketing, you can serve them relevant ads as they scroll through social media, watch YouTube, check the weather, or read the news. These ads act as reminders, bringing your dealership back into focus.
This isn’t guesswork or broad advertising; it’s a data-informed approach that targets warm leads. You're reconnecting with people who already know your name, making it more likely they’ll come back when the time is right.
Why Dealerships Should Take Remarketing Seriously
According to Google, 95% of vehicle buyers use digital channels for research, and they typically visit multiple websites during their journey. That means your dealership is one of many they’ll look at, and unless you stay visible, you risk being forgotten.
Here’s another eye-opener: up to 96% of website visitors don’t convert the first time. That might seem discouraging, but it’s actually an opportunity. Remarketing is your second chance to capture their attention and bring them back for a closer look.
It’s also efficient from a cost standpoint. According to Invoca, the average cost to generate a new automotive lead is about $283. Since remarketing targets people who already expressed interest, your cost-per-conversion often ends up being lower than it would be for cold outreach or traditional advertising.
Even better, remarketing can reinforce your branding. Seeing your dealership pop up consistently across different channels makes your business more familiar. And in a competitive space like auto sales, familiarity builds trust.
Practical Ways to Make Remarketing Work for You
1. Break Down Your Audience
One-size-fits-all doesn’t work with remarketing. Someone who looked at used SUVs needs a different message than someone who checked out new trucks. Segmenting your audience based on what they browsed, how long they stayed, or what actions they took lets you tailor your ads with precision. The more specific your message, the better your chances of re-engagement.
2. Leverage Dynamic Remarketing
Dynamic remarketing takes personalization to the next level. It pulls specific vehicle listings that a visitor viewed and shows them again in ad format, sometimes even with updated prices or dealer specials. This tactic helps jog memory and reminds shoppers exactly what caught their eye. It’s targeted, relevant, and highly effective.
3. Use Email for Targeted Follow-Ups
Remarketing doesn’t stop with display ads. If someone submitted their contact info but never completed an action, an email campaign can pick up where they left off. A simple reminder, a price drop alert, or a “still interested?” message can prompt someone to revisit your site. Email is especially helpful because it reaches people in a more direct, personal setting.
4. Keep Campaigns Active, Not Automated
While automation tools can help manage ads, your campaigns still need human oversight. Monitor your performance regularly with tools like Google Analytics and Meta Ads Manager. Look at engagement rates, click-throughs, conversions, and drop-offs. Then tweak your targeting, swap in fresh creative, or test new calls to action. A stagnant campaign won’t perform long-term.
5. Offer Real Incentives
People need a reason to click. Don’t just remind them you exist; give them a reason to return. Maybe it’s a weekend special, a limited-time financing offer, or a bonus for scheduling a test drive. Incentives work well because they turn curiosity into action.
6. Diversify Your Channels
Don’t rely on just one platform. Run your remarketing campaigns across Google Display Network, Facebook, Instagram, and even YouTube. People don’t spend their time in one place, so your visibility needs to follow them where they go.
Remarketing in Action
Dealerships that use remarketing consistently report stronger engagement, better ROI, and higher conversion rates. Adpearance found that dynamic remarketing ads typically see more clicks than standard display ads, and they also lead to longer time spent on site.
When a visitor sees your dealership pop up with the exact car they viewed, it's a powerful psychological nudge. You’re reminding them of a decision they were already considering. You’re making it easier to take the next step.
And the best part? Remarketing isn’t disruptive. It’s not an in-your-face tactic. Instead, it acts like a well-timed follow-up, reminding someone that the vehicle they wanted is still waiting.
The reality is, most people won’t buy a car on their first visit to your site. But they visited for a reason. With the right remarketing strategy, you can tap into that initial interest, give them another look, and move them closer to a purchase. You’re not just advertising; you’re following up smartly.
Want to turn missed website visits into confirmed leads? Schedule a discovery call with our team at Star Performance Marketing today. Let’s build a remarketing strategy that keeps your dealership top of mind and top of the market.
