We’ve all been there. You look at a pair of boots online, and for the next three weeks, those same boots haunt every news site, weather app, and social feed you visit. As a business owner, you’ve likely been told this is 'best practice' remarketing.
But here is the truth: most Brisbane businesses are burning their ad spend by being a digital shadow rather than a helpful guide. In 2026, the 'follow them until they buy' strategy isn't just outdated—it’s actively damaging your brand equity. It's time to bust the most common remarketing myths and build a strategy that actually respects the Australian consumer's journey.
Myth #1: All Site Visitors Are Created Equal
The biggest mistake we see at Local Marketing Group is the 'All Visitors - 30 Days' trap. This treats someone who accidentally clicked a link the same way as someone who spent ten minutes on your pricing page.
If you sell high-end outdoor furniture in Fortitude Valley, a visitor who spends 5 seconds on your homepage has a completely different intent than someone who used your 'Custom Lounge Builder' tool. By lumping them together, you’re diluting your budget. Instead, you need to focus on segmentation strategies that prioritise high-value actions.
The Fix: Create specific audiences based on 'Time on Site' or 'Page Depth'. Remarket to people who viewed at least three pages; they are significantly more likely to convert than a bounce.
Myth #2: More Frequency Leads to More Sales
There is a common assumption that if a prospect sees your ad 20 times, they’ll eventually cave and buy. In reality, there is a 'plateau of annoyance.' After a certain point, your Click-Through Rate (CTR) tanks and your Cost Per Click (CPC) rises because Google penalises ads with low engagement.
In the Australian market, where consumers value authenticity and 'no-nonsense' communication, being overbearing is a quick way to get your ads blocked.
The Fix: Set strict frequency caps. Aim for 3–5 impressions per user, per day. If they haven't clicked after a week, change the creative or give them a break. Don't let your audience signals mislead you into thinking high impressions equal high interest.
Myth #3: Remarketing is Only for 'Closing the Deal'
Many SMBs only use remarketing to show the exact product a user just looked at. While 'Dynamic Remarketing' works for e-commerce, it’s a missed opportunity for service-based businesses in Queensland.
Remarketing should be used to move people through the funnel, not just shout 'Buy Now!' at them. If someone visited your blog post about 'How to Maintain Your Pool in a Brisbane Summer,' don't immediately hit them with a 'Book a $5,000 Service' ad.
The Fix: Use a 'Value-Add' sequence: 1. Step 1: They read a blog post. 2. Step 2: Remarket with a helpful checklist or a video testimonial. 3. Step 3: Only then, offer the consultation or discount code.
This approach helps you choose the right ad path based on where the customer actually sits in their decision-making process.
Myth #4: You Can 'Set and Forget' Your Remarketing Lists
Google’s AI is powerful, but it isn't an expert on your specific Brisbane niche. If you leave your remarketing lists to run on autopilot, you'll eventually find yourself bidding on 'zombie' users—people who bought from a competitor months ago but are still stuck in your cookie pool.
The Fix: Implement 'Negative Remarketing'. This is the most underrated tactic in Google Ads. Exclude people who have already converted (purchased or signed up) from your 'Awareness' remarketing lists. There is nothing more frustrating for a customer than seeing a '20% Off' ad for a product they bought at full price yesterday.
Actionable Takeaways for Your Business
If you want to stop wasting money and start seeing real ROI from your remarketing, start here:
Audit your lists: Check your Google Analytics to see which pages have the highest 'Value per Session' and build audiences specifically for those URLs. Refresh your creative: Don't use the same banner for 6 months. Create seasonal variations that reflect our local lifestyle—mention the Ekka, the heatwave, or the end of the financial year.
- Test your 'Burn Pixel': Ensure your conversion tracking is working so you can automatically stop showing ads to people who have already converted.
Ready to Stop the Ad Spend Leak?
Remarketing shouldn't feel like stalking; it should feel like a helpful nudge. By shifting from a high-pressure approach to a value-driven strategy, you’ll see lower costs and happier customers.
If you’re not sure if your current Google Ads setup is working for or against you, we can help. At Local Marketing Group, we specialise in helping Brisbane businesses cut through the digital noise with precision-targeted campaigns.
Contact us today for a strategy session and let's get your remarketing back on track.