If you’ve ever noticed that someone visits your tour website, looks around, maybe even adds something to their cart—but never books—you’re not alone. Research shows that over 90% of first-time visitors don’t convert right away. But that doesn’t mean the opportunity is lost.

Retargeting ads (also known as remarketing) give you a second chance to turn curiosity into confirmed bookings. They help you reach people who have already shown interest in your tours—people who clicked, browsed, or lingered on your site—reminding them why your experience is worth coming back for.

For tour and activity operators, retargeting is one of the smartest, most cost-effective marketing tactics available. It keeps your brand visible, reinforces trust, and nudges travelers to finally hit that “Book Now” button.

This guide breaks down how to use retargeting ads strategically—from setup to design—to get real results for your business.

TL;DR — Key Takeaways

• Retargeting helps you reach visitors who didn’t book, bringing them back with personalized ads.

• Use multiple platforms—Google Display, Facebook, Instagram—to maximize visibility.

• Segment your audiences by tour type or engagement level for more relevant messaging.

• Track performance with metrics like CTR, conversion rate, and cost per booking.

• Use eye-catching visuals, reviews, and special offers to motivate travelers to return and book.

• Retargeting works best as part of a full-funnel marketing strategy that includes SEO, email, and organic content.

Why Retargeting Matters for Tour and Activity Operators

Most travelers don’t make impulsive booking decisions. They compare options, read reviews, and think it over—sometimes for days or weeks. Retargeting helps you stay in front of them during that decision window.

Without retargeting, your brand often gets lost among competitors, OTAs (like Viator and GetYourGuide), and endless distractions. With it, you can:

• Increase brand recall: Stay top of mind after they leave your site.

• Boost conversions: Re-engage warm leads who are already familiar with your offer.

• Reduce wasted ad spend: Target only users who’ve already shown intent, rather than cold audiences.

• Strengthen trust: Remind visitors why your tours are unique—through visuals, testimonials, or promotions.

In short, retargeting bridges the gap between interest and booking.

Setting Up Retargeting Ads the Right Way

Getting started isn’t complicated, but it does require a solid foundation. Follow these key steps:

1. Install Your Tracking Pixel

Every platform has a “pixel” or tag that collects data from your website:

• Facebook Pixel (for Meta Ads)

• Google Ads Tag (for Search and Display Networks)

• TikTok Pixel (if you’re reaching younger travelers)

These snippets of code allow you to track visitors and show them tailored ads later.

2. Define Audience Segments

Not all visitors are the same, so don’t serve everyone the same ad. Create segments based on engagement level, such as:

The more specific your audience, the more relevant your ad—and relevance drives conversions.

3. Choose Your Platforms

To get the best reach, spread your retargeting efforts across several networks:

• Facebook and Instagram: Great for visual storytelling, testimonials, and video highlights.

• Google Display Network: Shows your ads on travel blogs, news sites, and apps that travelers frequent.

• YouTube: Perfect for immersive video ads that showcase the experience.

• TikTok: Excellent for short, engaging clips of your tours (especially if you target younger demographics).

You don’t have to use every channel—start with one or two where your audience already spends time.

4. Set Frequency Caps

You want to remind people, not annoy them. A good rule of thumb is to limit impressions to 2–3 ads per person per day or 7–10 per week.

This keeps your brand visible without causing ad fatigue.

How to Create Ads That Convert

Retargeting isn’t just about showing up—it’s about showing up with the right message.

1. Lead with Emotion and Imagery

Use vivid, emotion-driven visuals that remind travelers what they’re missing out on—sunsets, laughter, water splashes, smiles. People book experiences, not transactions.

Avoid generic stock photos. Use real photos or short clips from your tours whenever possible.

2. Write Clear, Motivating Copy

Keep your message short and direct. Focus on action and benefit:

• “Book your next adventure before it’s gone.”

• “Don’t miss the boat—literally!”

• “Experience Asheville’s hidden trails this weekend.”

Add urgency with time-sensitive offers or limited spots available.

3. Use Social Proof

People trust other travelers more than brands. Add star ratings, quick quotes, or photos from reviews to your retargeting ads.

Example: “★★★★★ ‘Best part of our trip! Our guide was amazing!’ – Sarah, July 2024”

4. Always Include a Strong CTA

Your call to action should be clear, visible, and actionable. Examples:

• “Book Now”

• “Reserve Your Spot”

• “See Available Dates”

If you’re offering a discount or perk, include it in the CTA—“Book Now & Save 10%.”

Budgeting and Tracking for ROI

Even a small budget can go far with retargeting because you’re only paying to reach people who already know you.

Budget Guidelines

Start small, monitor results, and increase spend on what works best.

Metrics to Track

To measure performance, track:

• CTR (Click-Through Rate): How engaging your ads are

• Conversion Rate: How often viewers book after clicking

• CPC (Cost Per Click): How efficiently you’re spending

• CPA (Cost Per Acquisition): How much it costs to get one booking

• ROAS (Return on Ad Spend): Total revenue divided by ad spend

A solid retargeting campaign for tours should see ROAS of 5:1 or higher, meaning every $1 spent brings in at least $5 in bookings.

Integrating Retargeting into a Full-Funnel Strategy

Retargeting works best when it complements other marketing channels, not when it operates in isolation.

• Top of Funnel: Use SEO, content, and social media to attract new visitors.

• Middle of Funnel: Retarget those visitors with relevant ads that remind them of your tours.

• Bottom of Funnel: Use email and offers to push ready-to-book travelers over the finish line.

Here’s how that looks in action:

By coordinating your message across these stages, you create a seamless booking journey—from discovery to decision.

Common Mistakes to Avoid

Even experienced marketers sometimes miss the mark with retargeting. Avoid these pitfalls:

1. Showing the same ad too often. Leads to ad fatigue. Rotate creative every 2–4 weeks.

2. Not excluding converters. Make sure people who’ve already booked aren’t still seeing “Book Now” ads.

3. Sending everyone the same message. Segment by page visited, location, or season.

4. Neglecting mobile optimization. Most travelers browse on their phones—ensure your landing pages load fast and look great on mobile.

5. Skipping tracking setup. If your pixel isn’t firing correctly, your data—and your ROI—will be off.

Pro Tips for Tour Operators

• Use dynamic ads. Automatically show the exact tour a visitor viewed instead of generic ads.

• Layer lookalike audiences. After you’ve run retargeting for a few months, use that data to find new travelers with similar behaviors.

• Add time-based urgency. Example: “Only 3 spots left for this weekend’s rafting trip.”

• Combine with email remarketing. Send follow-up emails to visitors who started but didn’t finish booking.

• Track performance by season. Retargeting can perform differently during high and shoulder seasons—adjust bids accordingly.

Frequently Asked Questions

Q1: How long should I retarget someone after they visit my site?
A: A typical window is 7–30 days. Shorter for fast-moving tours, longer for high-ticket or seasonal bookings.

Q2: Can I retarget people who clicked my Facebook ad but didn’t book?
A: Yes. You can create a custom audience from ad engagement and retarget them with a follow-up offer or testimonial.

Q3: What if I don’t have a big ad budget?
A: Even $5–$10 per day can work well if your audience is small but targeted. Focus on quality over quantity.

Q4: How can I tell if my retargeting ads are working?
A: Watch your conversion rate lift—compare bookings from retargeted visitors versus new ones. If you’re seeing higher conversion rates from those who’ve seen your ads, it’s working.

Q5: Should I use video or images for retargeting?
A: Both! Start with static images for quick setup, then test short videos (10–20 seconds) highlighting your most popular tours.

Final Takeaway

Retargeting ads are like friendly reminders to travelers who already showed interest in your tours—they just need a little nudge to come back. When set up correctly, they can deliver some of the highest ROI of any paid marketing channel.

By segmenting your audiences, using eye-catching creative, and tracking your results, you’ll stay top of mind with travelers and fill more seats—without blowing your budget.

If you’re ready to start building smarter ad campaigns that convert, it’s time to focus on retargeting as part of your full-funnel strategy. Your next booking might just be from someone who saw your ad—twice.