

Aug 27, 2025
Why Your Google Remarketing Campaign Isn’t Working (And How to Fix It)
Most Google Display remarketing campaigns fail before they start. Here's the one setting you need to double-check before launching.

Conner Crowe
Performance Marketer
If your Google Ads remarketing campaign isn’t working, it might be due to one common (and costly) mistake.
This week, I audited a client’s campaign that was labeled as “retargeting.”
But when I looked closer, 98.9% of the traffic wasn’t retargeting past visitors at all.
Out of 1,247 total clicks, only 14 came from real website visitors.
The rest went to cold traffic, completely outside the intended remarketing audience.
The issue?
Optimized Targeting was left turned on.
What Is Optimized Targeting in Google Ads?
Optimized targeting allows Google to go beyond your selected audience and show your ads to users the algorithm thinks are likely to convert.
That sounds helpful until you're running a Display remarketing campaign, where the entire point is to only reach people who’ve already interacted with your brand.
When optimized targeting is enabled, Google ignores your remarketing lists and begins expanding your audience to people who may have similar behaviors, not actual past visitors.
How to Know If This Is Affecting You
Here’s how to check if optimized targeting is sabotaging your retargeting campaign:
Go to your Google Ads campaign
Click into your Display ad group
Review the Audience segments tab
If you see a high number of impressions and clicks under “Expansion and optimized targeting,” you’ve got a problem
In the example I audited, the campaign looked like this:
1,247 clicks total
Only 14 clicks came from real remarketing audiences
The rest were misallocated to cold, random users
How to Set Up a Remarketing Campaign Correctly
If you're just getting started with remarketing or suspect yours isn't working, here’s a simple checklist to set things up the right way:
✅ 1. Build a Custom Audience
Use Google Ads or GA4 to create an audience of site visitors
Segment based on pages visited, time on site, or conversion intent
✅ 2. Create a Display Campaign
Choose “Display” as your campaign type
Select “Sales” or “Leads” as your objective
✅ 3. Turn OFF Optimized Targeting
In your ad group settings, scroll down to the Optimized Targeting box
Uncheck the box that says “Use optimized targeting”
This ensures your campaign sticks to your defined audience
✅ 4. Use Exclusions Wisely
Exclude converters or users already in your sales pipeline
Exclude cold audiences from warm ad groups
✅ 5. Tailor Your Creative
Retargeting ads should address familiarity and trust, not introduce your brand from scratch
Think “reminder,” not “introduction”
Common Google Ads Remarketing Errors to Avoid
Leaving optimized targeting on by default
Forgetting to exclude other campaigns' audiences
Using generic ad creative for warm audiences
Not segmenting based on user behavior
Running remarketing without conversion tracking in place
Final Thoughts
Just because it’s labeled “remarketing” doesn’t mean that’s what it’s doing.
If you don’t audit your settings, your campaign might be targeting complete strangers and burning budget in the process.
Before you launch your next Display campaign, double-check your audience settings.
Turn off optimized targeting and make sure your ads are reaching the people you actually want to convert.
Before You Go
Need help with your Google Ads setup?
Grab my free Campaign Audit Checklist or reach out for a 1:1 review. One small setting could be costing you thousands.


Aug 27, 2025
Why Your Google Remarketing Campaign Isn’t Working (And How to Fix It)
Most Google Display remarketing campaigns fail before they start. Here's the one setting you need to double-check before launching.

Conner Crowe
Performance Marketer
If your Google Ads remarketing campaign isn’t working, it might be due to one common (and costly) mistake.
This week, I audited a client’s campaign that was labeled as “retargeting.”
But when I looked closer, 98.9% of the traffic wasn’t retargeting past visitors at all.
Out of 1,247 total clicks, only 14 came from real website visitors.
The rest went to cold traffic, completely outside the intended remarketing audience.
The issue?
Optimized Targeting was left turned on.
What Is Optimized Targeting in Google Ads?
Optimized targeting allows Google to go beyond your selected audience and show your ads to users the algorithm thinks are likely to convert.
That sounds helpful until you're running a Display remarketing campaign, where the entire point is to only reach people who’ve already interacted with your brand.
When optimized targeting is enabled, Google ignores your remarketing lists and begins expanding your audience to people who may have similar behaviors, not actual past visitors.
How to Know If This Is Affecting You
Here’s how to check if optimized targeting is sabotaging your retargeting campaign:
Go to your Google Ads campaign
Click into your Display ad group
Review the Audience segments tab
If you see a high number of impressions and clicks under “Expansion and optimized targeting,” you’ve got a problem
In the example I audited, the campaign looked like this:
1,247 clicks total
Only 14 clicks came from real remarketing audiences
The rest were misallocated to cold, random users
How to Set Up a Remarketing Campaign Correctly
If you're just getting started with remarketing or suspect yours isn't working, here’s a simple checklist to set things up the right way:
✅ 1. Build a Custom Audience
Use Google Ads or GA4 to create an audience of site visitors
Segment based on pages visited, time on site, or conversion intent
✅ 2. Create a Display Campaign
Choose “Display” as your campaign type
Select “Sales” or “Leads” as your objective
✅ 3. Turn OFF Optimized Targeting
In your ad group settings, scroll down to the Optimized Targeting box
Uncheck the box that says “Use optimized targeting”
This ensures your campaign sticks to your defined audience
✅ 4. Use Exclusions Wisely
Exclude converters or users already in your sales pipeline
Exclude cold audiences from warm ad groups
✅ 5. Tailor Your Creative
Retargeting ads should address familiarity and trust, not introduce your brand from scratch
Think “reminder,” not “introduction”
Common Google Ads Remarketing Errors to Avoid
Leaving optimized targeting on by default
Forgetting to exclude other campaigns' audiences
Using generic ad creative for warm audiences
Not segmenting based on user behavior
Running remarketing without conversion tracking in place
Final Thoughts
Just because it’s labeled “remarketing” doesn’t mean that’s what it’s doing.
If you don’t audit your settings, your campaign might be targeting complete strangers and burning budget in the process.
Before you launch your next Display campaign, double-check your audience settings.
Turn off optimized targeting and make sure your ads are reaching the people you actually want to convert.
Before You Go
Need help with your Google Ads setup?
Grab my free Campaign Audit Checklist or reach out for a 1:1 review. One small setting could be costing you thousands.


Aug 27, 2025
Why Your Google Remarketing Campaign Isn’t Working (And How to Fix It)
Most Google Display remarketing campaigns fail before they start. Here's the one setting you need to double-check before launching.

Conner Crowe
Performance Marketer
If your Google Ads remarketing campaign isn’t working, it might be due to one common (and costly) mistake.
This week, I audited a client’s campaign that was labeled as “retargeting.”
But when I looked closer, 98.9% of the traffic wasn’t retargeting past visitors at all.
Out of 1,247 total clicks, only 14 came from real website visitors.
The rest went to cold traffic, completely outside the intended remarketing audience.
The issue?
Optimized Targeting was left turned on.
What Is Optimized Targeting in Google Ads?
Optimized targeting allows Google to go beyond your selected audience and show your ads to users the algorithm thinks are likely to convert.
That sounds helpful until you're running a Display remarketing campaign, where the entire point is to only reach people who’ve already interacted with your brand.
When optimized targeting is enabled, Google ignores your remarketing lists and begins expanding your audience to people who may have similar behaviors, not actual past visitors.
How to Know If This Is Affecting You
Here’s how to check if optimized targeting is sabotaging your retargeting campaign:
Go to your Google Ads campaign
Click into your Display ad group
Review the Audience segments tab
If you see a high number of impressions and clicks under “Expansion and optimized targeting,” you’ve got a problem
In the example I audited, the campaign looked like this:
1,247 clicks total
Only 14 clicks came from real remarketing audiences
The rest were misallocated to cold, random users
How to Set Up a Remarketing Campaign Correctly
If you're just getting started with remarketing or suspect yours isn't working, here’s a simple checklist to set things up the right way:
✅ 1. Build a Custom Audience
Use Google Ads or GA4 to create an audience of site visitors
Segment based on pages visited, time on site, or conversion intent
✅ 2. Create a Display Campaign
Choose “Display” as your campaign type
Select “Sales” or “Leads” as your objective
✅ 3. Turn OFF Optimized Targeting
In your ad group settings, scroll down to the Optimized Targeting box
Uncheck the box that says “Use optimized targeting”
This ensures your campaign sticks to your defined audience
✅ 4. Use Exclusions Wisely
Exclude converters or users already in your sales pipeline
Exclude cold audiences from warm ad groups
✅ 5. Tailor Your Creative
Retargeting ads should address familiarity and trust, not introduce your brand from scratch
Think “reminder,” not “introduction”
Common Google Ads Remarketing Errors to Avoid
Leaving optimized targeting on by default
Forgetting to exclude other campaigns' audiences
Using generic ad creative for warm audiences
Not segmenting based on user behavior
Running remarketing without conversion tracking in place
Final Thoughts
Just because it’s labeled “remarketing” doesn’t mean that’s what it’s doing.
If you don’t audit your settings, your campaign might be targeting complete strangers and burning budget in the process.
Before you launch your next Display campaign, double-check your audience settings.
Turn off optimized targeting and make sure your ads are reaching the people you actually want to convert.
Before You Go
Need help with your Google Ads setup?
Grab my free Campaign Audit Checklist or reach out for a 1:1 review. One small setting could be costing you thousands.