Facebook’s ad targeting just isn’t what it used to be. Rising CPMs, shrinking performance, and algorithm changes have left marketers scrambling to make campaigns work.
In fact, according to recent reports, Facebook ad costs have increased by nearly 43% year-over-year, while conversion rates have dropped significantly, making it harder than ever to see ROI.
The harsh reality is that relying solely on the Facebook Pixel to power your retargeting campaigns isn’t going to cut it anymore. The old strategies just aren’t delivering.
What you need is a new approach – an approach that doesn’t rely on guesswork or incomplete data.
That’s where intent-based retargeting comes in.
By focusing on first-party data for ads and tracking meaningful intent signals, you can stop wasting your budget on low-quality audiences and start reaching the people who actually are interested in what you have to offer.
So, that’s what we are going to talk about. We’re gonna dive deep into intent-based retargeting. What it is, why it matters, and exactly how to build campaigns that deliver.
You’ll learn how to collect the right data, segment your audiences by intent, and create Facebook retargeting campaigns that work smarter, not harder. Let’s get into it.
What Is Intent-Based Retargeting?
Intent-based Facebook retargeting is exactly what it sounds like – ad retargeting based on real intent, not just surface-level interactions.
Instead of showing ads to anyone who’s ever glanced at your site, this approach focuses on people who’ve taken meaningful actions: browsing key pages, engaging with specific content, or showing clear signals that they’re ready to convert.
So, why the shift?
Blame the Facebook Pixel or rather, blame its limitations. With privacy updates like Apple’s ATT and increased cookie restrictions, the Pixel can’t track users as effectively as it used to.
That means your Facebook retargeting audience is incomplete and your ads are less relevant.
The result? Rising costs and wasted spend on people who were never going to convert in the first place.
This is where first-party data becomes essential.
By collecting and using data from your own platforms (i.e website interactions, email engagement, or CRM activity) you can create hyper-targeted retargeting campaigns that prioritize high-intent prospects.
Why does this matter?
Because frankly, intent-based retargeting delivers better results and by focusing your ad budget on people who’ve already shown interest, you’re improving ROI, reducing wasted spend, and creating a retargeting strategy that actually works in today’s wonky advertising environment.
Collecting Intent Signals: Building Your First-Party Data Foundation
If you want to build a killer intent-based Facebook retargeting campaign, you need to know that your data is everything.
But not just any data.
The days of relying on vague interactions are over. It’s all about tracking real intent signals, the kind that tell you who’s genuinely interested and ready to act.
Key Intent Signals to Track
These are the behaviors that separate curious browsers from high-value prospects:
High-Value Page Views
Visitors who land on pricing pages, demo requests, or specific product pages are showing clear buying intent.
These aren’t casual clicks. They’re deliberate actions that indicate interest in your offering.
For example, a visitor spending five minutes on your pricing page is far more valuable than one who skims your homepage. These are the leads you prioritize for high-converting retargeting.
On-Site Actions
Actions like adding an item to a cart, downloading a resource, or signing up for a webinar are significant intent signals.
These behaviors show a deeper level of engagement as they’ve moved beyond browsing and are actively considering your product or service.
For instance, a cart addition signals they’re on the verge of purchasing, making them prime for a retargeting ad with a personalized discount or free shipping.
Email Engagement
Email engagement metrics such as clicks, replies, and even time spent reading your emails can highlight intent. Someone clicking through to a product page from your email is a strong lead, but a reply like “Can I get more info?” is an even stronger signal.
Email engagement shouldn’t be looked at as a secondary metric. It’s a crucial piece of your first-party data puzzle.
Repeat Visits or Time Spent on Key Pages
When someone visits your site multiple times or spends extended time on specific pages, they’re not just browsing, they’re researching.
A prospect returning to your site over several days to view the same product or service is signaling readiness to convert. Use these patterns to create urgency with your retargeting campaigns, like limited-time offers or reminders of what they’ve viewed.
Collecting and analyzing these signals allows you to focus your efforts on the people who are most likely to convert. This is how you move from broad, inefficient targeting to campaigns that deliver meaningful results.
How Customers.ai Captures and Activates Intent Signals for Retargeting
When it comes to intent-based retargeting, Customers.ai is the tool you may not have even known you needed. Most people think it just tracks visitors but there is so much more.
It also tracks visitor actions and gives that data to Facebook, improving Facebook ads performance across the board. Here’s how it works:
1. Capturing Visitors Facebook Misses
Customers.ai goes beyond what the Facebook Pixel can see, identifying anonymous visitors that traditional tools fail to track.
By collecting first-party data directly from your site, Customers.ai ensures you’re not losing valuable leads to blind spots caused by privacy restrictions or cookie limitations.
2. Enriching Data for Higher Match Rates
It’s not enough to capture names or emails – Facebook may not be able to match that. You need more data that works.
Customers.ai enriches your contact information with additional details, improving match rates and making your audiences more precise. This means more accurate targeting and fewer wasted impressions.
3. Creating High-Intent Audiences
With Customers.ai, you can segment visitors based on the intent signals they’re sending, like browsing pricing pages, adding items to a cart, or spending significant time on product pages.
These advanced audience segments are automatically refined, so your campaigns focus on the most engaged and valuable prospects.
4. Direct Integration with Meta—No Spreadsheets Needed
Forget the hassle of downloading and uploading spreadsheets. Customers.ai sends your high-intent audiences directly to Meta, seamlessly syncing your data.
This real-time Meta Ads integration means your retargeting campaigns are always working with up-to-date audience lists.
5. Privacy-First Approach
Customers.ai is built to adhere to privacy regulations. All data is hashed before being sent to Meta, ensuring compliance with GDPR, CCPA, and other privacy standards.
You can retarget confidently, knowing your campaigns respect user privacy while delivering results.
6. Sending Events Through CAPI for Better Data
Customers.ai leverages Facebook’s Conversions API (CAPI) to send enriched event data directly to Meta. This includes purchasing behaviors, browsing patterns, and more, giving Facebook the full picture of your audience’s activity.
This enhanced data improves ad delivery and campaign performance, helping you achieve higher ROI.
If you want to run high-intent retargeting campaigns, you need Customers.ai. It’s smarter, it’s more efficient, and it’s helping brands turn their Facebook Ads performance around.
Building Your Intent-Based Facebook Retargeting Audience
The success of an intent-based Facebook retargeting campaign starts with how well you segment your audience.
Not all visitors are at the same stage in their journey, and lumping them into one bucket is a surefire way to waste ad spend.
By segmenting based on intent level, you can match your messaging to where they are in the decision-making process.
Segment by Intent Level
High Intent
Your high-intent visitors are your hottest prospects. They are the people who’ve taken clear, high-value actions that signal purchase intent.
- Examples: Visitors who checked out your pricing page, booked a demo, or added items to their cart.
- Why They Matter: High-intent visitors are closest to converting, so your goal here is to close the deal quickly.
Medium Intent
These visitors are engaged but not quite ready to buy. They need a little more nurturing to push them further down the funnel.
- Examples: People who downloaded gated content, clicked links in your emails, or visited your site multiple times.
- Why They Matter: Medium-intent visitors are curious but they need more value and reassurance before committing.
Low Intent
These are your general browsers. Perhaps they are first-time visitors or they are return visitors who haven’t shown clear buying signals yet.
- Examples: Someone who landed on your homepage from an ad or casually browsed a few pages.
- Why They Matter: Low-intent visitors might not be ready to buy now, but engaging them keeps your brand top of mind.
Match Messaging to Intent
High Intent
Go straight to the point. Use direct CTAs like “Book Your Demo Today” or incentivize action with discounts or limited-time offers.
Example Campaign: “Still thinking about it? Complete your checkout now and get 10% off.”
Medium Intent
Focus on nurturing with educational content, social proof, or testimonials to build trust and move them closer to converting.
Example Campaign: “Here’s how [Product] helped businesses like yours grow 3x faster—ready to learn more?”
Low Intent
Keep your brand on their radar with awareness campaigns. Showcase your value, highlight what makes you unique, and encourage them to explore more.
Example Campaign: “Discover how we’re transforming [industry]—check out what’s new!”
By aligning your Facebook retargeting campaigns with intent levels, you ensure that every message feels relevant and actionable.
The best part? This approach improves engagement and maximizes ROI by targeting the right people with…you guessed it – the right message at the right time.
Creating a High-Performing Intent-Based Retargeting Campaign
Once you’ve segmented your audience by intent, it’s time to design campaigns that deliver.
From choosing the right ad formats to smart targeting, every detail matters when it comes to creating high-performing intent-based retargeting campaigns.
Ad Formats That Work
- Carousel Ads for High-Intent Visitors
Carousel ads let you showcase multiple products or features, perfect for high-intent visitors who are already close to purchasing.- Example: Display products they’ve viewed or items left in their cart to remind them what they’re missing.
- Why It Works: These ads feel personalized and keep your brand top-of-mind at the decision-making stage.
- Video Ads to Re-Engage Medium-Intent Audiences
Video content is perfect for storytelling, building trust, and showcasing your brand’s personality.- Example: A 30-second video highlighting customer success stories or a behind-the-scenes look at your product.
- Why It Works: Medium-intent audiences often need a bit more reassurance or connection before taking the next step.
- Dynamic Ads for Cart Abandoners
Dynamic ads automatically pull product details from your catalog to show tailored content to visitors.- Example: “You left this in your cart! Complete your purchase now and enjoy free shipping.”
- Why It Works: These ads feel personal and directly address the visitor’s behavior, increasing the likelihood of conversion.
Budget Allocation
- Focus the bulk of your budget on high-intent audiences, where you’re most likely to see a quick return. These are the visitors closest to conversion, so every dollar spent here has a higher ROI.
- Dedicate smaller portions to medium-intent audiences for nurturing and keeping them engaged, while allocating the least to low-intent audiences, where the goal is brand awareness rather than immediate sales.
Advanced Targeting Tips
- Use Lookalike Audiences: Build lookalike audiences from your high-intent segments to find new potential customers who share similar traits and behaviors. This expands your reach without sacrificing precision.
- Exclude Converters: Avoid wasting budget by excluding users who’ve already converted. Set up exclusions in your retargeting campaigns to focus only on new opportunities.
- Layer Demographic Filters: Refine your audience even further by adding filters like location, age, or interests to match your ideal customer profile.
Remember: Creating a high-performing intent-based retargeting campaign isn’t about casting a wide net. It’s about crafting precise, personalized campaigns that meet your audience where they are.
With the right formats, smart budget allocation, and advanced targeting, you’ll see stronger engagement, better ROI, and a more effective ad strategy overall.
Build Smarter Facebook Retargeting Campaigns with Intent
Traditional retargeting strategies aren’t cutting it anymore.
With rising ad costs, privacy restrictions, and declining performance, it’s time for a new approach.
Intent-based Facebook retargeting is the solution. It’s a focus on high-quality, first-party data and leveraging meaningful intent signals to create campaigns that convert.
So if you’re ready to move beyond outdated methods, tools like Customers.ai can help you track, segment, and activate your audience with precision.
From identifying high-intent visitors to syncing audiences directly to Meta, Customers.ai makes intent-based retargeting seamless and effective.
Retargeting isn’t dead. It’s just evolving and the brands that thrive in 2024 and beyond will be the ones who embrace smarter, data-driven strategies.
It’s time to stop wasting ad spend and start building effective campaigns.
Start your free trial of Customers.ai today and see how you can start improving your Facebook Ads performance today!
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