Why a cycle, not a campaign
Most firms run retargeting as a single always-on campaign with one ad set. The Cycle treats retargeting as a programme that ingests warm signal daily and tiers it into 3–5 engagement segments, each with its own creative and frequency cap.
The five tiers
- Video-viewers (50%+ view)
- Landing-page visitors
- Form-abandoners
- Calculator / tool users
- Appointment no-shows
Performance expectations
Done well, the Cycle typically contributes 30–50% of total conversions at 2–5x lower CPL than cold prospecting.
Common mistakes
- Using the same creative for all warm segments
- Capping budgets too low and starving the algorithm
- Forgetting to suppress converted clients (spending money reminding existing customers)