Facebook and Instagram Remarketing Campaign Guide

One of the most cost-effective ways to utilize customer testimonial videos is by using them in remarketing. At its core, remarketing means showing ads to people who have already interacted with your website or shown interest in some way—for example, by watching your video for more than 10 seconds on social media.

Remarketing is efficient because it doesn’t try to create new demand from scratch. Instead, it makes the most of the potential that already exists.

Customer testimonial videos are ideal content for remarketing because the audience has already shown interest. These videos work particularly well after interest has been sparked, helping move the potential customer closer to a decision.

Imagine you’ve been browsing kitchen renovation services and are still deciding. Before purchasing, you’ll likely want to read or watch what others have experienced. Remarketing delivers this content at exactly the right time in the decision-making journey.

Remarketing can be done across many platforms, but Facebook and Instagram are among the most effective today. These platforms also share an ad interface, allowing you to reach both consumers and B2B decision-makers from one place.

Let’s assume your business already has a Facebook Page and an ad account. If not, you can easily create both—your page directly on Facebook and your ad account via business.facebook.com/create.

Remarketing also requires installing a Facebook Pixel on your website. Do that before proceeding. Instructions: https://www.facebook.com/business/help/952192354843755?id=1205376682832142

Now, go to the Ads Manager: https://business.facebook.com/adsmanager/

The Ads Manager main view looks like this:

Choose campaign objective: Traffic (or Leads/Sales if more advanced)
Click the green “+Create” button

Name your campaign
Move to the Ad Set level from the left-hand panel

At the Ad Set level:
Name your ad set
Scroll to “Budget & Schedule”
Set your daily budget (typically €5–€10/day = €150–€300/month depending on volume)

If you’re unsure about your site traffic, start with €5/day.

Define your audience

Scroll to the “Audience” section

Click “Create new” > “Custom audience”

Select source: “Website”

Choose your pixel as the source
Under “Events,” select “All website visitors”
Set retention window (recommendation depends on your sales cycle: 30 days for fast decisions, up to 180 days for longer cycles)
Name the audience (e.g., “Website visitors”) and click “Create audience”

Unless you have a specific reason (e.g., excluding student traffic via age), avoid narrowing the audience further in remarketing.

Ad placements

Stories placements (9:16 ratio) can work well too, but consider setting them in a separate ad set
Go to “Placements” > Select “Manual placements”

Choose “Facebook Feed” and “Instagram Feed” (videos in 4:5 or 1:1 formats work best)
Stories placements (9:16 ratio) can work well too, but consider setting them in a separate ad set

Create the ad

In “Ad Creative,” click “Add Media” > select your video
Move to the “Ad” level via the left-hand panel
Name the ad
Choose the Facebook and Instagram pages the ad will run from
In “Ad Setup,” choose “Create Ad”
Select “Manual upload” > “Single image or video”

Add the following:

Destination: Choose “Website” and add the URL of your testimonials page
Primary text: A quote from the customer, e.g., “I’ve been really happy with Company X” – Sample Customer. Learn more at: [your site URL]
Headline: Describe the destination page, e.g., “Customer Stories from Company X”
Description: e.g., “Read more!”

Add URL parameters

For tracking, add this to “URL Parameters”: utm_source=facebook&utm_medium=social&utm_campaign={{adset.name}}&utm_content={{ad.name}}

Click the green “Publish” button at the bottom right. Your campaign will go into review and then launch.

You can duplicate ads by clicking “Duplicate,” and then replacing the video and text. Ideally, 3–5 ads should run in a remarketing ad set simultaneously.

Monitoring and optimizing your remarketing campaign

Now that your campaign is live, focus on tracking and optimizing performance.

Because the audience is already well-defined, optimization should focus on the ad level. The most important metric is Frequency.

Go to “Columns” and select “Performance and Clicks”
Frequency tells you how many times your audience has seen a given ad
Ideal frequency: 2–5 over a 7–30 day period, depending on your product
When frequency hits 3+, it’s time to rotate ads

Ad rotation means refreshing creative so the audience continues to engage. If people have seen your video multiple times, they’re less likely to pay attention again. Even a new edit of the same footage can make a difference—especially if the first 5 seconds are significantly changed.

Tracking conversions: leads and purchases

If you’re more advanced, you can track how many leads or purchases your campaign generates.

Conversion tracking typically involves adding thank-you page rules:
Go to: https://business.facebook.com/events_manager2/custom_conversions/
Click “Create Custom Conversion”

Name it (e.g., “Purchase Thank You Page”)
Choose your pixel under “Data Source”
Event: All URL traffic
Set rule: URL contains “/thank-you” (or equivalent)

This allows you to measure how testimonial videos affect user behavior and conversions.

Remember: this isn’t a perfect system, but it’s a valuable signal of performance.

In conclusion, using customer testimonial videos in remarketing helps you get more value from your website traffic quickly and efficiently—with minimal technical effort and maximum potential impact.