Introduction: Why Retargeting Is Changing
Ever wonder how those online ads seem to “follow” you around the internet after you visit a website? That’s called retargeting, and it’s been one of the most effective ways for small businesses to re-engage potential customers and drive sales.
But big changes are coming. Google is phasing out third-party cookies in Chrome, joining Safari and Firefox, which have already done the same. New privacy laws in Canada and worldwide are making it harder to track users.
What does this mean for small and local businesses?
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If you use Google Ads, Facebook Ads, or display ads, your ability to target past website visitors is changing.
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You may see fewer repeat visitors and higher ad costs if you don’t adjust.
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Retargeting is not disappearing—but it must evolve with new strategies.
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This guide will break down what’s happening, what you need to know, and how to keep your ads working in 2025 and beyond.
What’s Happening? A Simple Explanation
What Are Cookies?
Cookies are small pieces of data that track a user’s activity online. They allow businesses to show personalized ads to people who have already interacted with their website.
Example:
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- A customer visits your website but doesn’t buy anything.
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- Later, they see your ad on another site or on Facebook, reminding them to come back.
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- This helps bring in repeat visitors and boost conversions.
What’s Changing?
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Google is phasing out third-party cookies in Chrome (by 2025).
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Safari & Firefox have already blocked them.
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New privacy laws (PIPEDA in Canada) are limiting how businesses track user data.
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What Business Owners Are Asking:
“Does this mean retargeting is dead?” → No, but it’s changing.
“Will my ads stop working?” → Not if you adjust your strategy.
“Can I still target past website visitors?” → Yes, but differently than before.
What This Means for Local & Small Businesses
How You’re Affected
If you run Google Ads, Facebook/Instagram Ads, or Programmatic Ads, the old way of retargeting won’t work anymore.
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- Website visitors won’t be tracked the same way after leaving your site.
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- Your ads may become less effective if you don’t switch to new retargeting methods.
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- Ad costs may increase because of reduced audience size and competition for targeted users.
Can You Still Retarget in 2025? (Short Answer: Yes, but differently!)
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- First-party data is now the most valuable asset.
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- Google and Facebook still allow retargeting, but they’ve changed how it works.
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- Contextual and engagement-based retargeting are replacing cookie tracking.
How Small Businesses Can Still Retarget in 2025
1. Focus on First-Party Data (Your Most Valuable Asset Now)
What is first-party data? This is customer information you collect directly, such as:
- Email addresses from lead magnets (guides, offers, discounts)
- Phone numbers from online bookings or quote requests
- Customer lists from past purchases
How to Use It in Ads:
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- Google & Facebook allow you to upload customer lists for retargeting.
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- Send email campaigns and run ads to the same audience for a double exposure effect.
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- Set up a loyalty or newsletter signup to capture data legally and use it for future advertising.
How Flux Marketing Can Help:
- Build an email capture strategy for Google & Facebook retargeting.
- Set up first-party retargeting to lower ad costs and boost engagement.
2. Use Google’s New Privacy-Safe Retargeting Tools
Google is replacing cookies with Privacy Sandbox & Topics API:
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- Topics API: Instead of tracking users, Google groups them into interest categories (e.g., “home improvement” for contractors).
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- Privacy Sandbox: Google keeps anonymous audience data so businesses can still show relevant ads.
How Small Businesses Can Adapt:
- Set up Google Ads targeting based on user interests instead of tracking past visitors.
- Combine Google’s new AI-powered audience suggestions with first-party data.
- Focus on location-based ads to target people in your service area.
Flux can help you stay ahead of Google’s changes, so you don’t have to worry about losing leads.
3. Shift to Engagement-Based Retargeting on Social Media
Facebook & Instagram now allow retargeting based on engagement, not just website visits.
Who You Can Retarget Without Cookies:
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- People who watched your videos
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- People who clicked on your Facebook/Instagram ad
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- People who messaged your business
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- People who engaged with your posts
How Small Businesses Can Use This:
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- Run video ads to introduce your business → Retarget only people who watched 50%+
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- Create “Message Us” ads to build a warm audience → Show them an offer later
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- Focus on engagement-based lookalike audiences for cheaper, better leads
Flux can set up high-converting Facebook & Instagram retargeting campaigns using engagement-based audiences.
4. Use Contextual Targeting & Programmatic Ads
If cookies can’t track users, how can you still target the right audience?
Enter Contextual Targeting → Instead of tracking users, ads are shown on relevant websites based on content.
Example:
- A local contractor’s ad appears on a home renovation blog, even without tracking the reader.
- A beauty salon’s ad appears on a skincare website.
What Happens If You Do Nothing?
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Retargeting the old way will stop working—fewer leads, higher costs.
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Competitors who adapt first will get the advantage.
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If you don’t collect first-party data, you’ll lose control over your audience.
How Flux Can Help
We specialize in helping small and local businesses adjust to the new digital marketing landscape.
- Google Ads & Facebook Retargeting (Without Cookies)
- First-Party Data Strategies (So You Control Your Audience)
- Programmatic & Contextual Ad Placement
- Social Media Retargeting for Higher Conversions
Key Takeaways
- Retargeting isn’t dead—it’s just changing.
- First-party data is now essential for local businesses.
- Google & Facebook still offer retargeting, but in new ways.
- Contextual ads are replacing cookie-based tracking.
- Small businesses must adapt to stay competitive.
