I hope you enjoy reading this blog post. If you want my team to just do your marketing for you, click here.
I hope you enjoy reading this blog post. If you want my team to just do your marketing for you, click here.
Author: Jeremy Haynes | founder of Megalodon Marketing.
Earnings Disclaimer: You have a .1% probability of hitting million-dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs, or strategies. We don’t know you, and besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual, or as a promise of potential earnings – all numbers are illustrative only.
Your retargeting ads are either nonexistent or completely backwards.
Most coaches I work with are dumping money into cold traffic, getting website visitors or video views, and then just… letting those people disappear into the void. No retargeting strategy. No follow-up. No system to bring them back.
Or they’re running retargeting ads, but they’re showing the same generic “buy my thing” message to everyone regardless of what they engaged with or where they are in the buying journey.
Both approaches are leaving money on the table.
Here’s the reality: Someone who watched your free training video needs different messaging than someone who visited your pricing page. Someone who’s been following you for months but hasn’t bought needs a different push than someone who just discovered you yesterday.
Treating all warm traffic the same is like having one conversation topic for every person you meet. It doesn’t work. Studies show that segmented campaigns drive a 760% increase in revenue compared to non-segmented approaches, proving the power of personalized messaging.
I’m going to show you the exact retargeting grid I use and teach – a system that segments your warm audience and serves them specific messaging based on their behavior and level of awareness. Not theory. The actual framework that converts skeptics into buyers.
If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.
Now, let’s break it down.
Before we build the grid, let’s talk about why most coaches’ retargeting efforts fall flat.
The typical approach goes something like this: Run some ads, get traffic to your site, maybe set up one retargeting campaign that shows the same ad to everyone who visited.
That’s not a strategy. That’s lazy.
Here’s what’s wrong with this approach:
No Segmentation: You’re treating someone who bounced after 5 seconds the same as someone who read your entire sales page. Those people are in completely different mental states.
No Message Matching: Your retargeting ad isn’t addressing the specific thing they engaged with. It’s generic and forgettable. Research indicates that personalized retargeting ads see click-through rates 10x higher than generic display ads, demonstrating the critical importance of message relevance.
No Awareness Progression: You’re trying to sell to people who aren’t ready yet, or you’re still educating people who are already convinced and just need a push.
No Frequency Control: You’re either showing the same ad so many times it becomes annoying, or not showing it enough to matter.
No Objection Handling: Your retargeting doesn’t address the specific objections or questions that came up based on what they viewed.
The retargeting grid fixes all of this by creating a systematic approach to who sees what message when.
Here’s the core framework. Think of it as a matrix with two axes:
Vertical Axis: Level of Awareness
Horizontal Axis: Engagement Type
Each cell in this grid gets different messaging. That’s how you create a retargeting strategy that actually converts.
Let me break down each segment and what messaging works.
These people watched your videos, read your blog posts, or engaged with your social content. They’re aware you exist and find you interesting, but they haven’t taken any concrete action yet.
Who they are: Watched at least 50% of a video, spent 2+ minutes on a blog post, or engaged with multiple pieces of content.
What they need: More value and a clear next step that’s low commitment.
Retargeting message: Lead magnet or free resource related to the content they consumed.
“Enjoyed that training on [topic]? Here’s the free framework I use with my coaching clients to implement what we covered.”
Don’t try to sell yet. Give them a reason to raise their hand and enter your world more deeply.
Who they are: Consumed multiple pieces of your content across different topics. They’re clearly interested and learning from you.
What they need: An invitation to take the relationship further with a low-risk offer.
Retargeting message: Application for discovery call, low-ticket offer, or challenge/workshop.
“You’ve been learning about [topic area]. Ready to get personalized help implementing this in your business? Book a free strategy session.”
They’re educated. They trust you. They need an invitation to work together.
These people downloaded your lead magnet, attended your webinar, or joined your email list. They’ve raised their hand and expressed explicit interest.
Who they are: Downloaded your resource or attended your training within the last 7 days.
What they need: Immediate follow-up while the value is fresh in their mind.
Retargeting message: Case study or success story showing the resource in action.
“Just grabbed the [lead magnet]? Here’s how [client name] used it to [specific result] in [timeframe].”
Show them what’s possible when they actually implement what you gave them.
Who they are: Downloaded multiple resources or attended a training but hasn’t booked a call or purchased.
What they need: Urgency and a specific offer that matches their demonstrated interest area.
Retargeting message: Time-sensitive offer or limited availability messaging.
“You downloaded our [resource] on [topic]. I’m opening up [X] spots for [relevant offer] this month. Interested?”
They’ve consumed your free stuff. Time to present the paid opportunity.
These are your highest-intent people. They’ve visited your sales pages, looked at pricing, and maybe even started an application. They’re seriously considering working with you.
Who they are: Visited your sales or pricing page but didn’t take action. Maybe spent 30 seconds, maybe a few minutes.
What they need: More information about the transformation and social proof.
Retargeting message: Detailed case study or results showcase.
“Still thinking about [program name]? Here’s what happened when [similar client] invested in the program [timeframe] ago.”
They need to see proof that this works before they’ll commit.
Who they are: Multiple visits to sales pages, maybe started an application, definitely serious, but something’s holding them back.
What they need: Objection handling and urgency.
Retargeting message: Address common objections and create urgency.
“I know investing in [program] is a big decision. Here are the three questions most people have before joining: [objection 1, 2, 3]. Let’s talk through them.”
Or: “Spots for [program] are filling up. Only [X] left for [month]. If you’ve been considering it, now’s the time.”
They’re on the fence. Give them the push they need.
Special segment for coaches with self-service products or application funnels.
Who they are: Started your application, added something to cart, or got partway through your funnel but didn’t complete.
What they need: Removal of friction and reassurance.
Retargeting message: Simple reminder with reduced friction.
“You started your application for [program]. It’ll take 3 minutes to finish. Here’s the link to pick up where you left off.”
Or: “Questions about [program] that stopped you from applying? Hit reply and I’ll answer them personally.”
Sometimes people just got distracted. Remind them and make it easy to continue.
When you show these retargeting ads matters as much as what they say.
Here’s the timing structure:
This is when they’re most likely to remember who you are and what they engaged with.
Hit them with highly relevant messaging specific to what they just did.
Example: Someone watches your video about scaling to six figures → Immediately retarget with a case study about a client who scaled to six figures using your method.
They haven’t converted yet, but they’re still warm. Continue providing value while making offers clear.
Example: Show them additional content pieces related to their interest area, mixed with soft pitch messaging.
Now you’re creating urgency and addressing objections more directly.
Example: “Still on the fence about [program]? Let’s talk through your specific situation. Book a call.”
Some people need more time. Stay visible but don’t be annoying.
Example: Rotate through your best content and social proof. Show them you’re still here when they’re ready.
After 30 days, they’re either going to convert or they’re not in this cycle. Move them to a “cold” audience for future campaigns, or serve them very occasional brand awareness content.
The creative (images/video) in your retargeting ads needs to match the sophistication of the audience.
Use casual, native-looking content. These people aren’t ready for polished sales material.
Slightly more polished, but still educational. They’ve opted in but aren’t ready for hard sells.
Now you can go full sales mode. These people are evaluating whether to buy.
The creative should reflect how seriously they’re considering your offer.
Within each segment, rotate through different message types to test what resonates:
Lead with pure value, soft CTA.
“Here’s the exact framework I use with clients to [outcome].”
Let results do the talking.
“[Client] went from [before] to [after] in [timeframe] using [your method].”
Create FOMO and scarcity.
“Enrollment closes Friday. Only [X] spots left.”
Address the elephant in the room.
“Not sure if coaching is worth the investment? Here’s the ROI breakdown.”
Just ask for the sale clearly.
“Ready to [achieve outcome]? Here’s how we can work together.”
Test different message types and see what moves the needle for each segment.
Just as important as who you target is who you EXCLUDE.
Set up exclusions so you’re not wasting ad spend or annoying people:
Exclude people who:
Also consider excluding people who:
Clean targeting = better ROI and happier prospects.
You can’t spend equally on every segment. Prioritize based on intent.
Here’s a typical budget split:
50%: Product Browsers (highest intent)
These people are closest to buying. Give them the most exposure.
30%: Info Seekers (medium intent)
They’ve raised their hand. Worth significant investment.
15%: Content Consumers (lower intent)
Still valuable but further from purchase. Moderate spend.
5%: Testing and Optimization
Always have budget for testing new segments or messages.
Adjust these percentages based on your specific funnel performance, but the principle holds: Spend most on highest-intent audiences.
Different platforms serve different purposes in your retargeting grid.
Best for: Visual content, detailed targeting, broad reach
Use for: All segments, but especially content consumers and info seekers
Why: Excellent segmentation options, native in the feed, good for storytelling
Best for: Staying visible across the web, broad awareness
Use for: Long-term nurture of all segments
Why: Massive reach, good for brand awareness, complements social retargeting
Best for: Video-based education and social proof
Use for: Info seekers and product browsers who need more in-depth content
Why: Longer-form content, high engagement, great for complex offers
Best for: B2B coaches targeting professionals
Use for: All segments, but especially product browsers
Why: Professional context, good for high-ticket B2B offers
Don’t try to be everywhere at once. Start with Facebook/Instagram, then expand as you scale.
None of this works if you can’t track who’s doing what.
Set up these tracking mechanisms:
Custom Audiences: Create audiences for each segment (video viewers 50%+, page visitors, engagement, etc.)
Conversion Tracking: Track applications, purchases, calls booked – whatever your goal is
UTM Parameters: Tag your retargeting ads so you can see which segments and messages drive actual results in your analytics
CRM Integration: Connect your ad platforms to your CRM so you can see the full customer journey
Attribution Windows: Understand how long it typically takes people to convert after seeing your retargeting
You need data to optimize. Without proper tracking, you’re flying blind.
Your first version of the retargeting grid won’t be perfect. That’s fine. Test and improve.
Here’s what to test:
Audience segments: Are you segmenting the right way? Should you create more specific segments or broader ones?
Timing: Is your day 1-3 messaging too aggressive? Too passive? Should you extend or shorten windows?
Creative: Which images/videos get the most engagement and conversions?
Copy: Which messages resonate with each segment?
Offers: What call-to-action works best at each stage?
Budget allocation: Are you spending too much on low-intent or too little on high-intent?
Test one variable at a time so you know what’s actually moving the needle.
Let me save you from the errors I see constantly:
Mistake 1: Retargeting Too Small an Audience
You need at least 100 people in a segment for retargeting to work. If your traffic is too low, focus on growing it first.
Mistake 2: Showing the Same Ad Forever
Rotate your creative and messaging. Ad fatigue is real. Refresh every 2-3 weeks. Research from Facebook shows that ad performance typically declines after 7-10 days of exposure to the same creative, with engagement rates dropping by up to 50% when ads become stale.
Mistake 3: Too Much Complexity Too Soon
Don’t try to implement the entire grid on day one. Start with 2-3 key segments and expand from there.
Mistake 4: Forgetting About Mobile
Most of your retargeting will be viewed on mobile. Make sure your creative and landing pages are mobile-optimized.
Mistake 5: No Bridge Between Ad and Landing Page
Your retargeting ad references a specific piece of content or pain point. Make sure your landing page continues that conversation.
Mistake 6: Ignoring Frequency
If someone sees your ad 10+ times, you’re either annoying them or they’re not interested. Cap frequency or exclude them.
Mistake 7: Not Excluding Converters
Nothing is more annoying than seeing ads for something you already bought. Exclude people who converted.
Once your retargeting grid is working, here’s how to scale it:
More cold traffic → more warm traffic → more people in your retargeting segments.
The retargeting grid becomes more profitable as you feed more people into it.
Start with broad segments, then create more specific ones based on specific content topics or behaviors.
Some segments will convert better than others. Shift budget toward what’s working.
Use your retargeting insights to improve your email sequences. What messages work in ads likely work in email too.
Create lookalike audiences of your best-converting retargeting segments. This helps your cold traffic perform better because you’re finding people similar to those who already engaged.
This system works, but only if you actually build it.
Here’s your roadmap:
Week 1: Foundation
Install Facebook Pixel and conversion tracking on your site.
Create custom audiences for key pages (blog, sales page, pricing page) and video viewers.
Week 2: Core Segments
Build out 3-5 core audience segments based on the framework above.
Create 2-3 ad variations for each segment.
Set up your first retargeting campaigns with modest budgets ($10-20/day per segment).
Week 3-4: Optimization
Monitor performance. Which segments are converting? Which messages resonate?
Adjust budgets based on performance.
Create new creative variations for underperforming segments.
Month 2: Expansion
Add more specific segments based on content topics or specific behaviors.
Increase budget on winning segments.
Layer in additional platforms (YouTube, LinkedIn) if profitable.
Month 3+: Refinement
Continue testing messaging and creative.
Build out more sophisticated audience segments.
Optimize timing and frequency.
Scale budget as ROI proves out.
The retargeting grid isn’t a set-it-and-forget-it system. It’s a living strategy that you continuously improve.
But it’s also not complicated once you understand the framework.
Segment your warm traffic based on behavior and awareness level. Serve them messaging that matches where they are in the journey. Track what works and do more of it.
That’s the entire game.
Most coaches will never build this system. They’ll keep wondering why their warm traffic doesn’t convert.
You’re different. You’re building a systematic approach to turning warm skeptics into buyers.
Build the grid. Test the segments. Optimize based on data.
That’s how you stop leaving money on the table and start converting the traffic you’re already paying for.
What I can teach you isn’t theory. It’s the exact playbook my team has used to build multi-million-dollar businesses. With Master Internet Marketing, you get lifetime access to live cohorts, dozens of SOPs, and an 80+ question certification exam to prove you know your stuff.
Now go build your retargeting grid and turn those warm leads into clients.
Jeremy Haynes is the founder of Megalodon Marketing. He is considered one of the top digital marketers and has the results to back it up. Jeremy has consistently demonstrated his expertise whether it be through his content advertising “propaganda” strategies that are originated by him, as well as his funnel and direct response marketing strategies. He’s trusted by the biggest names in the industries his agency works in and by over 4,000+ paid students that learn how to become better digital marketers and agency owners through his education products.
Jeremy Haynes is the founder of Megalodon Marketing. He is considered one of the top digital marketers and has the results to back it up. Jeremy has consistently demonstrated his expertise whether it be through his content advertising “propaganda” strategies that are originated by him, as well as his funnel and direct response marketing strategies. He’s trusted by the biggest names in the industries his agency works in and by over 4,000+ paid students that learn how to become better digital marketers and agency owners through his education products.
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