Strategy #3 - Retargeting
Use when your goal is recovering lost demand
The problem this solves
You have real intent, but people leave before converting.
They browse services, start forms, check locations, or begin booking, and drop off.
Retargeting brings them back.
What you need in Freshpaint to power retargeting
Retargeting audiences in Freshpaint are built from behavioral signals Freshpaint tracks on your site.
You do not need CRM uploads for this strategy.
You build segments based on user behavior.
Common examples:
Event tracked by Freshpaint
How it’s used for retargeting
Retarget people who showed service interest
Retarget high-intent local visitors
Retarget users who began but didn’t submit
Appointment booking started
Retarget users who didn’t finish booking
You build this as a segment inside Freshpaint Audiences and sync it to your downstream Audiences destination(s).
Important: identifiers are required
As with other strategies, the audience must include allowlisted identifiers like:
So ad platforms can match users for retargeting.
How retargeting actually happens in practice
Freshpaint tracks on-site behavior
You build a segment like: “Viewed service page but did NOT complete appointment”
Sync the audience to your Audiences destination(s) such as Meta / Google / Microsoft / DSPs
Run retargeting ads to that audience inside the ad platform
When retargeting should lead/be included in your strategy
Choose retargeting if:
You have meaningful web traffic
Users browse services, forms, or locations
Conversion is not immediate
Strategic outcomes to expect
Higher conversion lift per dollar
Shorter sales / booking cycles
Better use of existing traffic
Typical healthcare examples
Visitors who viewed a service page but didn’t book
Form starters who didn’t submit
Patients who booked but didn’t attend
How to run retargeting compliantly
Retargeting is a targeting technique where ad creative and messaging matter for compliance and patient comfort.
Because users may recognize that they were recently on your site.
Follow these recommendations
1. Use generic, brand-level messaging
Avoid copy that references the specific action the user took.
“Still thinking about knee replacement?”
“Finish booking your dermatology appointment”
Avoid specific references and use broader copy such as:
“Schedule your appointment today”
“Care you can trust, close to home”
2. Do not reference conditions, services, or diagnoses in the ad
Even if the audience was built from a specific service page view.
Keep ads broad and brand-safe.
3. Avoid hyper-specific imagery
Do not show imagery that directly mirrors the page they visited.
4. Let the audience targeting do the work — not the copy
Freshpaint handles the targeting privately.
Your ad creative should feel like normal brand advertising.
5. Why this matters
This approach:
Avoids user discomfort (“how did they know?”)
Reduces compliance scrutiny
Keeps campaigns HIPAA-safe and brand-safe
Maintains trust while still recovering lost demand
Ready to pull it all together? Click here to learn when to combine strategies.
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