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What is the best retargeting strategy for financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What is the best retargeting strategy for financial services?
Layer four audiences: page visitors (7d), mid-funnel engagers (30d), form abandoners (14d), existing leads (90d). Frequency cap 2-3 per week to avoid brand fatigue.
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Audience stack
- 7-day page visitors: brand + outcome messaging
- 30-day mid-funnel (guide download, calc use): case studies
- 14-day form abandoners: reassurance + simpler CTA
- 90-day existing leads: nurture + consultation booking
Cap
2-3 impressions/week/audience; above that, goodwill erodes and complaint rate rises.
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