Looking for Facebook retargeting ad examples that actually bring people back? You’re not alone. According to Shopify, retargeting on Facebook helps brands reconnect with folks who already showed interest. It works even better when your base traffic converts at 2.5 % or lower, which is the average for most ecommerce stores.

In this guide, you’ll see what Facebook ads retargeting really is, who it suits, and how to build ads using proven formats, creative angles, and copy structures that feel personal, not pushy. You’ll walk through setup and ideas that make every Facebook retargeting ad more effective.

Is Facebook retargeting important?

Yes, it’s one of those levers you must pull. Retargeting on Facebook ads helps you recover carts, re-engage people who watched your content, and lower your cost per acquisition by reaching audiences already familiar with you.

It’s also smart from a budget/ROI angle: HubSpot says 96 % saw increased sales from personalized experiences. 

Even small setups can get started: build campaigns that retarget site visitors, video watchers, or past purchasers. That’s retargeting with Facebook ads — precise, practical, and high-leverage.

Learn Facebook retargeting ad examples

The right examples make retargeting click fast. Below is a gallery of Facebook retargeting ad examples sorted by use case — from cart recovery to re-engaging past visitors. Each one includes the hook, offer, format, and a short “why it works” breakdown, so you can adapt ideas, not copy them.

For context, Hootsuite reports that brands on Facebook average just a 1.3% engagement rate, proof your retargeting ads must do more than get noticed. They need to move familiar audiences to act.

From Madewell’s personalized reminders to Spotify’s trial offers and Airbnb’s travel re-invites, you’ll see how timing, tone, and visuals drive results. At the end, a quick “Best of” strip spotlights the best Facebook retargeting ads examples to save for testing.

1. Madewell: Personalized retargeting that feels like style advice

Madewell’s dynamic retargeting ads show your products. Each ad updates automatically based on what a shopper viewed or saved on the site, blending data with a natural sense of style. Instead of generic “shop now” messages, Madewell’s creatives highlight the exact pieces a user lingered on, framed in clean photography and warm copy that feels more like a stylist’s note than a pitch.

The idea is simple but powerful: use preference-based signals to make every reminder feel personal. Someone who browsed denim sees new fits; someone exploring shoes gets matching accessories. It’s precision with personality.

Results:

• Increased return visits from lapsed browsers
• Higher conversion rates from dynamic catalog ads
• Stronger engagement among custom audiences built from site activity

Why it worked: Madewell used data as empathy. By retargeting through users’ actual preferences, they showed they were paying attention, not just following them around the internet. The ads felt relevant, human, and quietly flattering, like a brand that remembers your taste.

Photo source: Madewell on Meta Library

2. Fossil: Free shipping meets dynamic product ads

Fossil tackled one of ecommerce’s biggest drop-off points, unexpected shipping costs, with a simple retargeting twist. The brand used dynamic product ads to remind shoppers of the exact items they’d viewed, paired with a clear, friendly promise: Free shipping, no catches.

Each ad pulled real browsing data to rebuild intent, showing people what they almost bought and removing the last obstacle in their way. The tone stayed confident and helpful — less “buy now,” more “we saved this for you.”

Results:

• Noticeable recovery of abandoned carts
• Increased click-through and completion rates
• Higher repeat traffic from return shoppers

Why it worked: Fossil turned a small friction point into an easy win. By combining retargeting on Facebook ads with a tangible incentive, they made finishing a purchase feel effortless — a reminder that convenience converts better than pressure.

Photo source: Fossil on Meta Library

3. Mott & Bow: Using social proof to turn hesitation into trust

Mott & Bow knew that the most convincing words come from real customers. Their retargeting ads on Facebook showcased authentic reviews alongside best-selling denim, reminding hesitant shoppers that others had already tried, loved, and recommended the fit.

Each ad used clean visuals and short testimonial snippets — a few honest sentences that did more than any discount could. The tone stayed conversational and genuine, focusing on shared experience rather than sales language.

Results:

• Increased conversions from return visitors
• Stronger engagement on testimonial-based creatives
• Higher click-through rates among users previously on the fence

Why it worked: Mott & Bow used social proof as retargeting fuel. With 81 % of shoppers researching before buying and 49 % trusting online reviews as much as personal recommendations, the brand turned community voice into persuasion. The result: credibility that felt real, not rehearsed.

Photo source: Mott & Bow on Facebook

4. J.Crew Factory: Creating urgency that actually feels exciting

Some shoppers don’t skip checkout because they’re unsure, they just think they can come back later. Retargeting with Facebook ads gave J.Crew Factory a way to turn that hesitation into action. Their ad design was simple but smart: a bold clock motif in black and red, a clear “40% off” headline, and a copy that read, “The clock is ticking.”

The message was unmistakable and it didn’t need shouting. The contrast between clean design and time-sensitive wording built a subtle push without pressure. It reminded viewers that good deals don’t wait.

Results:

• Higher conversions during limited-time campaigns
• Noticeable lift in click-through rates on urgency creatives
• Boosted engagement from returning visitors

Why it worked: J.Crew Factory used retargeting on Facebook ads to reframe delay as opportunity. Urgency wasn’t used as fear, it felt like momentum. The ticking clock, paired with a clear discount and polished visuals, created just enough pressure to turn “maybe later” into “add to cart.”

Photo source: J.Crew Factory on Facebook

5. RedBalloon: Gentle reminders that recover abandoned carts

Cart abandonment happens to every store, even when the products are spot-on. RedBalloon used retargeting with Facebook ads to turn those almost-sales into easy wins. Their campaign didn’t rely on flash or gimmicks. Instead, it focused on a simple, friendly reminder that encouraged shoppers to come back and finish checking out.

Each ad featured the product the customer had left behind, paired with soft, reassuring copy, more “Hey, you forgot something” than “Buy now.” That subtle tone made the difference.

Results:

• Noticeable drop in cart abandonment rates
• Steady increase in completed transactions
• Consistent performance from low-cost retargeting creatives

Why it worked: RedBalloon showed that not every Facebook retargeting ad needs to sell hard. Sometimes the best conversion tactic is empathy — a light touch that respects the shopper’s intent and simply helps them cross the finish line.

Photo source: RedBallon on Facebook

6. Joybird: Turning chat into conversion

Here’s an example of a Facebook retargeting ad from Joybird — one that moves beyond a typical static image. Instead of sending users back to a landing page, the ad opens a Messenger chat, where the conversation feels natural and helpful from the first message.

When a user clicks the ad, they’re greeted with a friendly prompt and quick questions about their preferences — room type and color style. Based on the answers, Joybird’s automated assistant curates a few matching products, complete with images, names, and “Shop now” buttons.

The flow feels personal, not automated. By turning retargeting with Facebook ads into a guided chat, Joybird builds engagement, collects useful preference data, and drives purchases in real time — all inside Messenger.

Results:

• Higher engagement and dwell time within Messenger
• Smooth path from conversation to product click
• Lower friction for returning shoppers

Why it worked: Joybird blended automation with empathy. The chat format made retargeting interactive, users felt guided, not sold to. Each exchange reinforced relevance, making it easier for customers to find something they genuinely liked.

Photo source: Joybird on Facebook

7. Udemy Business: Consistency that builds instant recognition

Here’s an example of a Facebook retargeting ad from Udemy Business — a clean, confidence-driven creative that mirrors the brand’s website colors and tone. The ad headline invites decision-makers to “Empower your tech teams. Accelerate your business,” echoing Udemy’s core message across all channels.

The visual shows real professionals collaborating — a direct nod to Udemy’s B2B focus on team learning and skill growth. The copy above reinforces the value: building a business case for upskilling in cloud computing and other essential tech areas.

Results:

• Strong recall thanks to color and messaging consistency
• Higher engagement from audiences familiar with Udemy’s site experience
• Effective retargeting for ebook downloads and lead capture

Why it worked: Udemy kept its Facebook ads retargeting visuals aligned with its brand identity. By matching the same purple-and-black palette and message architecture, the ad felt trustworthy and familiar — an easy “yes” for users who’d already explored Udemy’s site.

Photo source: Udemy Business on Meta Library

8. HubSpot: Making content delivery effortless through Messenger

Here’s an example of a Facebook retargeting ad from HubSpot that keeps the focus on simplicity and value. Instead of pushing another download or landing page, the ad invites users to subscribe to trending marketing content directly via Facebook Messenger.

The creative shows exactly what users will get, like real articles displayed on a phone screen, making the experience tangible and low-effort. The copy is short, the offer clear, and the Sign Up button directs straight to Messenger, where HubSpot can deliver ongoing content updates.

Results:

• Higher opt-in rates through frictionless Messenger signup
• Increased engagement from existing followers and site visitors
• Streamlined content distribution without external redirects

Why it worked: HubSpot used retargeting with Facebook ads to meet marketers where they already are. By blending automation with usefulness, the ad turned a familiar platform into a content delivery channel — effortless, direct, and perfectly aligned with user habits.

Photo source: HubSpot on Facebook

9. Getsitecontrol: Turning exit intent into new subscribers

Here’s an example of a Facebook retargeting ad from Getsitecontrol that aims to convert abandoning visitors into loyal subscribers. The ad showcases clean, minimal visuals of exit-intent opt-in forms, with a clear promise: install them easily on any website or blog to capture visitors before they leave.

The message is direct, no jargon, no fluff. By showing exactly what the tool looks like in action, Getsitecontrol helps users visualize the benefit right away. The call-to-action leads to a free product trial, making it effortless for warm leads to test the platform.

Results:

• Increased trial sign-ups from remarketed audiences
• Higher on-site conversions from exit-intent prompts
• Improved ad recall due to simple, product-first visuals

Why it worked: Getsitecontrol used Facebook ads retargeting to target visitors who’d shown interest but hadn’t converted. The ad succeeded because it matched clear visuals with a low-commitment offer, turning hesitation into curiosity, and curiosity into sign-ups.

Photo source: Getsitecontrol on Facebook

10. MOO: Using a limited-time discount to re-engage warm leads

Here’s an example of a Facebook retargeting ad from MOO that proves a simple offer can drive real action. The ad promotes a 20% off sitewide discount, framed with a clean, minimalist design that mirrors MOO’s brand aesthetic.

The image shows a lineup of sleek, color-coordinated bottles — a subtle reminder of product variety, paired with crisp copy that sets clear urgency: “Ends March 22.” It’s not loud or pushy; it’s measured, confident, and visually calm, just like the brand itself.

Results:

• Surge in conversions during the promo window
• Increased return traffic from previously engaged users
• Stronger brand recall through consistent visual identity

Why it worked: MOO’s Facebook ads retargeting campaign used a universal motivator, a time-limited discount, but executed it with restraint and precision. The ad worked because it respected the viewer’s attention: clear value, clean design, and a deadline that nudged without shouting.

11. Pipedrive: Driving conversions through a simple free trial offer

Here’s an example of a Facebook retargeting ad from Pipedrive that gets straight to the point. The ad headline “The CRM designed to keep you selling”, pairs clarity with confidence, while the clean product image shows exactly what users can expect inside the dashboard.

Rather than overexplaining, the call to action focuses on one frictionless step: “Try pipedrive free.” It’s a clear, low-risk invitation designed to capture leads who’ve already shown interest but haven’t yet signed up.

Results:

• Increased free trial sign-ups from returning visitors
• Strong ad engagement due to visual simplicity
• Higher conversion rates from warm B2B audiences

Why it worked: Pipedrive used retargeting with Facebook ads to remove hesitation. The ad balances proof and promise, showing a working product, not just telling, and offers something valuable immediately: a free trial that feels easy to start.

Photo source: Pipedrive on Meta Library

12. Stitch Fix: Personalization that feels effortless

Check out Stitch Fix’s Facebook retargeting ad — a clean, data-driven creative that shows exactly how personalization turns browsers into buyers. The ad invites users to “Shop your looks,” offering tailored outfit suggestions based on their past style and size preferences.

Visually, it’s calm and minimal: neutral tones, clear product imagery, and CTA buttons like “Trending for you” and “Complete your looks.” The copy reinforces that this is curated, relevant, and built around the individual.

Results:

• Boosted engagement from returning visitors familiar with Stitch Fix’s fit quiz
• Higher conversions on recommended items
• Improved brand affinity through personalized experience

Why it worked: Stitch Fix used retargeting on Facebook ads to show shoppers what “custom” really means. By surfacing data-backed outfit recommendations, the ad felt more like a helpful nudge than a pitch — proof that personalization sells best when it feels effortless.

Photo source: Stitch Fix on Facebook

13. Spotify: Turning free users into premium listeners

Here’s an example of a Facebook retargeting ad from Spotify that bridges curiosity and conversion. The ad invites users to try Spotify Premium free for one month, using playful motion visuals and upbeat colors that echo the brand’s energetic tone.

The message is short and direct: “Listen non-stop with Spotify Premium.” For app downloaders already familiar with the free version, this feels less like an ad and more like a friendly upgrade offer — a way to unlock the full experience they already enjoy.

Results:

• Higher conversion from free to paid users
• Strong engagement on video-based ad formats
• Improved user retention after trial period

Why it worked: Spotify used Facebook ads retargeting to reach people who’d already downloaded the app but hadn’t subscribed. By offering a 1-month free trial, the brand let users experience the benefits first-hand, proving value through use, not persuasion.

Photo source: Spotify on Facebook

14. QuickBooks: Making the switch to smart business management easy

Here’s another great example of a Facebook retargeting ad from QuickBooks. The ad targets users who’ve shown interest in the app, offering a 50% discount for three months to encourage sign-ups.

The creative features a simple, focused visual — a phone screen displaying expense tracking with a clear, trustworthy interface. The headline, “Track your business expenses in one place,” speaks directly to the pain point of scattered financial management, while the bright green palette reinforces brand consistency and approachability.

Results:

• Increased app downloads and first-time subscriptions
• Higher click-through rates on discount-based creatives
• Stronger retention through trial-to-paid conversions

Why it worked: QuickBooks used retargeting with Facebook ads to turn awareness into action. The 50% offer lowered the barrier to entry, while the clean visual demo made the benefit instantly clear.

Photo source: QuickBooks on Meta Library

15. Petco: Turning convenience into conversion

Here’s a great example by Petco — a Facebook retargeting ad that highlights instant value and everyday ease. The ad promotes same-day delivery, free for orders over $35 placed before 2 p.m., paired with the brand’s catchy “Petco & Go” tagline.

The carousel format showcases real, ready-to-buy products like outdoor cat enclosures and scratch loungers, making the offer both visual and practical. It reminds pet owners that the things their pets need most can be delivered to their door.

Results:

• Increased same-day delivery orders from returning visitors
• Higher engagement on product carousel ads
• Greater conversion rates from convenience-driven messaging

Why it worked: Petco’s Facebook ads retargeting campaign leaned on instant gratification. By emphasizing speed, free delivery, and familiar pet essentials, the brand built trust and urgency without adding pressure, just a smooth “shop now” moment that fits real life.

Photo source: Petco on Facebook

16. The New York Times: Converting trial readers into loyal subscribers

Here’s an example of a Facebook retargeting ad from The New York Times that re-engages readers right when their free trial is about to expire. The ad offers a clear, time-sensitive incentive — “Get print and digital for 50% off one year.”

The design is clean and calm, consistent with the brand’s visual identity. The copy “Stay informed without staying plugged in” speaks directly to modern readers who want depth without digital overload. Combined, it creates a feeling of calm authority and urgency at once.

Results:

• Strong conversion lift from trial users to annual subscribers
• Increased brand trust through familiar tone and design
• High click-through rate from clear value messaging

Why it worked: The New York Times used Facebook ads retargeting to turn free trials into long-term relationships. The offer arrived at the perfect moment, just before renewal, and paired clarity with credibility, reminding users why thoughtful journalism is worth keeping.

17. Kit: Using real stories to inspire real creators

Here’s an example from Kit showcasing a happy customer’s journey — a Facebook retargeting ad built around storytelling instead of selling. The ad features Jennifer Armstrong, a former Entertainment Weekly editor who left her job to become a full-time author, using ConvertKit to build and connect with her audience.

The post reads like a mini success story, pulling readers in with emotion and authenticity. There’s no hard pitch, just a relatable moment followed by a clear CTA: “Learn More.”

Results:

• Higher engagement through relatable customer storytelling
• Increased conversions from creators and entrepreneurs
• Strengthened brand trust via proof-driven marketing

Why it worked: ConvertKit used Facebook ads retargeting to turn testimonials into connection points. By spotlighting a real creator’s success, the ad built credibility and empathy, showing potential users what’s possible, not just what’s for sale.

Photo source: Kit on Facebook

18. Airbnb: Reigniting wanderlust through personalized retargeting

Here’s an example of a Facebook retargeting ad from Airbnb that reaches past guests with new inspiration to book again. The ad highlights unique stays, in this case, a floating house captioned, “Stays that make you say, ‘I’m on a boat,’ made possible by Hosts.”

The creative is bright, simple, and aspirational, showing not just a listing but an experience. The “Book Now” button turns curiosity into action, guiding viewers straight from inspiration to reservation.

Results:

• Increased repeat bookings from returning travelers
• Higher engagement with video-based retargeting creatives
• Improved brand recall through consistent tone and visual storytelling

Why it worked: Airbnb used Facebook ads retargeting to reconnect with travelers who’d already booked before. By showing new, dream-worthy stays tailored to their past interests, the brand tapped into nostalgia and adventure, reminding people why they loved traveling with Airbnb in the first place.

Photo source: Airbnb on Meta Library

19. Pawz: Rekindling interest with heart and urgency

Or why not simply ask customers if they’re still interested and add a little urgency, just like Pawz? This Facebook retargeting ad gently reminds shoppers about items they viewed earlier, pairing the message “We have your favorites saved! Expected to sell out soon.” with an emotional image of a woman hugging her dog against a mountain view.

The ad blends warmth and purpose, showing Pawz’s signature apparel while reinforcing the brand’s mission to support animal rescue and euthanasia awareness. The “Shop now” button closes the loop, making it easy to act on that emotional connection.

Results:

• Recovered sales from previously engaged visitors
• Increased conversions through scarcity-based messaging
• Strengthened emotional tie between product and purpose

Why it worked: Pawz used Facebook ads retargeting to remind customers that their choices matter, both personally and socially. By combining urgency with compassion, the ad sparked action without pressure, turning feel-good intent into real-world impact.

20. Audible: Re-engaging listeners with personalized offers

Here’s an example of how Amazon Audible uses Facebook retargeting ads to bring users back into the app experience. If a listener browses books or adds titles to their wishlist, Audible can follow up with a dynamic remarketing ad featuring those same audiobooks, or similar ones — directly in their feed.

“Fresh Start Sale” ad does exactly that. It promotes titles starting at $5 and removes friction by emphasizing “No membership required.” The bright, optimistic design mirrors the campaign theme and feels like a personal invitation to return.

Results:

• Boosted conversions from lapsed app users
• Higher engagement from personalized title recommendations
• Increased reactivation among existing Audible members

Why it worked: Audible’s Facebook ads retargeting approach combined timing and relevance. By reminding users of what they already wanted and lowering the barrier to buy, the ad reignited interest without the hard sell, proving that subtle personalization drives repeat purchases.

Photo source: Audible on Meta Library

21. Athletic Greens: Educating customers while reinforcing product value

Here’s an example from Athletic Greens, where the brand uses a Facebook retargeting ad to educate and re-engage users with practical product tips. Facebook video ad walks viewers through the simple routine — “You just mix the powder into water in the morning”, visually showing how easy it is to stay consistent with their health goals.

The ad goes beyond just selling. It introduces new value by mentioning added perks like a free year’s supply of Vitamin D + five travel packs, while reinforcing how the product supports gut health, immunity, and energy.

Results:

• Increased repeat purchases from current customers
• Strong engagement from video tutorial content
• Boosted trust through transparent product demonstration

Why it worked: Athletic Greens used Facebook ads retargeting not only to promote but to teach. By combining real visuals, simple instructions, and a clear bonus offer, the ad made staying healthy feel effortless, turning information into motivation.

Photo source: AG1 by Athletic Greens on Meta Library

Why you need an AI ad generator for Facebook retargeting ads

Running Facebook retargeting ads shouldn’t feel like a full-time job. The Zeely is an AI advertising generator that builds static and high-converting video ads automatically, complete with visuals, copy, and campaign setup, so you can spend less time making ads and more time growing your business.

What Zeely makes simple

• Saves hours: Create ready-to-run ads in minutes, no design or ad skills required
• Delivers high-converting ads: Zeely’s AI studies proven layouts and messaging patterns to craft creatives that actually perform
• Boosts ROI: Every ad is optimized for engagement and conversion, helping your budget go further
• Scales as you grow: Launch one ad or one hundred, Zeely handles it with the same ease
• Works with your tools: Seamlessly connects to Meta Ads Manager and Shopify for product syncing and campaign automation
• Keeps learning: The system improves over time, refining your targeting and creative based on real results

Using an AI ad generator is about clarity, consistency, and growth you can track. With automated ad creation through Zeely, your retargeting campaigns stay active, polished, and profitable, even when you’re busy elsewhere. Start your first Facebook retargeting ad with Zeely today and see how simple high-performing ads can be.