We’ve all been there. You look at a pair of boots online once, and suddenly those same boots are following you from your morning news scroll to your late-night weather check. As a business owner, you know this is called remarketing. But as a consumer, you also know when it starts to feel a bit... well, annoying.
In the Brisbane market, where local trust is everything, there is a fine line between staying top-of-mind and becoming digital background noise. If you’re simply targeting 'all website visitors' for 30 days, you aren't just wasting money; you’re likely eroding your brand equity.
Let’s look at how to move away from the 'spray and pray' approach and compare three distinct remarketing strategies that actually move the needle for Australian SMEs.
The 'All-In' vs. The 'Intent-Based' Approach
Most businesses start with the All Website Visitors approach. It’s easy to set up, but it treats a person who accidentally clicked your link from a Facebook group the same as someone who spent ten minutes reading your service pages.
Instead, consider Intent-Based Segmentation. This involves grouping users based on the depth of their interaction. For example, a Sunshine Coast home builder shouldn't show the same ad to someone who looked at the 'About Us' page as they do to someone who spent five minutes on the 'Standard Inclusions' PDF.
By optimising your audience signals, you tell Google exactly which behaviours correlate with a high-value lead. This prevents you from burning your daily budget on low-intent traffic that was never going to convert in the first place.
Strategy 1: The Recency Ladder
Not all leads stay warm for the same amount of time. A plumber in Milton needs to remarket aggressively within the first 24–48 hours because a leaking tap is an immediate problem. A luxury furniture store in Fortitude Valley, however, might have a 90-day consideration cycle.
0-3 Days: High frequency, strong 'Call to Action' (CTA). 4-14 Days: Educational content, social proof, or 'Why Us' messaging.
- 15-30 Days: Soft reminders or a value-add offer (e.g., a free guide or consultation).
Strategy 2: The 'Problem-Solver' Pivot
Instead of showing the same product over and over, use remarketing to overcome objections. If someone visited your 'Pricing' page but didn't book, they might be worried about cost.
Your remarketing ad shouldn't just say 'Buy Now.' It should say 'Flexible Interest-Free Payment Plans Available.' You are answering the unasked question that stopped them from converting the first time. This is a far more encouraging way to bring a customer back into the fold than simply repeating your brand name.
Strategy 3: Leveraging Your Own Data (The Gold Standard)
With privacy changes and the phasing out of third-party cookies, relying solely on website 'pixels' is becoming risky. The most robust strategy for 2026 involves using your own data to fuel your campaigns.
By uploading your encrypted customer lists (Customer Match), you can: 1. Cross-sell: Show existing clients a service they haven't used yet. 2. Exclude: Stop showing 'New Customer' discounts to people who have already signed up. 3. Similar Segments: Tell Google to find new people in South East Queensland who 'look' like your best-performing customers.
Balancing Frequency and Fatigue
In a tight-knit business community like Brisbane, your reputation is your most valuable asset. If a local sees your ad 15 times a day, they won't feel encouraged; they’ll feel stalked.
Set 'Frequency Caps' in Google Ads. A good rule of thumb is 3–5 impressions per user per day. This keeps you visible without becoming a nuisance. Remember, the goal of remarketing is to be a helpful reminder, not a digital shadow.
Take Action Today
You don't need a massive budget to fix your remarketing; you just need a better map. Start by logging into your Google Ads account and checking your audience durations. If everything is set to the default 30 days for everyone, it’s time to segment.
Ready to stop chasing clicks and start closing leads? At Local Marketing Group, we help Brisbane businesses turn quiet websites into lead-generation machines. Contact our team today to see how we can refine your Google Ads strategy for real results.