Retargeting Ads for Restaurants - How to Bring Customers Back

October 01, 2025

By RocketPages

Retargeting Ads for Restaurants -  How to Bring Customers Back


The restaurant industry is more competitive than ever. With rising food costs, shifting consumer expectations, and digital-first dining habits, it’s no longer enough to simply serve great food. Restaurants need to nurture repeat customers, keep themselves top-of-mind, and create loyalty that drives revenue week after week. One of the most effective and cost-efficient ways to achieve this is through retargeting ads.

This long-form playbook (approx. 8,000 words) is designed to give restaurant owners and marketers an end-to-end system for using retargeting ads to bring customers back. We’ll cover everything: what retargeting is, how it fits into your marketing funnel, campaign setup, creative strategies, offers, measurement, common mistakes, future-proofing, and real-world case studies. Along the way, we’ll reference relevant BOFU articles (bottom-of-funnel content) and MOFU resources so you can take these tactics straight into execution.


What Are Retargeting Ads?

Retargeting ads—also called remarketing campaigns—are online advertisements shown to people who’ve already interacted with your restaurant digitally. Think of them as friendly reminders. Instead of wasting money advertising to strangers, you’re focusing on warm leads: diners who browsed your website, clicked on your menu, followed you on social media, or even placed an online order in the past.


Why Retargeting Works

  • Relevance: You’re speaking to people who already know you.
  • Efficiency: Retargeting ads often deliver 10x ROI compared to cold ads.
  • Consistency: They keep your brand top-of-mind when customers decide where to eat.

Research shows that customers often need multiple touch points before making a purchase. Retargeting ensures those touchpoints happen.


Why Restaurants Should Care About Retargeting

Restaurants don’t survive on one-time guests. 80% of future profits come from just 20% of loyal customers. Repeat diners not only come back but often spend more. Retargeting creates a cost-effective way to remind these diners of what they love about your restaurant.


Case Study: Boosting Bookings by 40%

One restaurant revamped its website with direct booking and ordering features. Then they layered in retargeting ads to reach people who had visited the site but hadn’t booked. Within weeks, they saw a 40% increase in bookings. This shows how retargeting, combined with a conversion-friendly website, can directly grow revenue. Read the case study here.

Suggested Reading: The Restaurant Marketing Funnel: How Your Website Brings Diners to Your Door


How Retargeting Fits Into the Marketing Funnel

Marketing funnels for restaurants typically follow this pattern:


  1. Awareness – People discover your restaurant through ads, social, word-of-mouth.
  2. Consideration – They browse your menu, check reviews, or follow your social media.
  3. Conversion – They book a table, order online, or walk in.
  4. Loyalty – They return, bring friends, or sign up for your loyalty program.

Retargeting is especially powerful at the conversion and loyalty stages. Once someone knows who you are, they just need the right reminder or nudge to come back.


Types of Retargeting Ads for Restaurants


Website Retargeting

Ads shown to people who’ve visited your website but didn’t take action (like booking or ordering). Example: A diner viewed your dinner menu but left without making a reservation.


Social Media Retargeting

Ads run on Instagram, Facebook, or TikTok targeting users who engaged with your posts, watched your videos, or clicked your bio link.


Email Retargeting

Automated reminder emails sent to customers who abandoned carts, haven’t booked in months, or signed up for your mailing list.


Google Display Retargeting

Banner ads shown across Google’s partner websites, targeting users who previously interacted with your restaurant online.


Dynamic Retargeting

Ads that automatically show the exact dish or menu item a diner viewed online.


Step-by-Step: Setting Up a Retargeting Campaign


Step 1: Install Tracking

  • Add the Facebook Pixel (and Conversions API).
  • Add the Google Ads remarketing tag.
  • Set up Google Analytics 4 (GA4) for advanced audience tracking.


Step 2: Define Audiences

Examples:


  • Menu viewers who didn’t book.
  • Order abandoners in the last 7 days.
  • Lapsed customers who haven’t ordered in 60–90 days.


Step 3: Create Offers

  • “We miss you! Here’s 10% off your next order.”
  • “Exclusive: Be the first to try our seasonal tasting menu.”
  • “Book by Friday and enjoy a free dessert.”


Step 4: Optimize Your Landing Pages

Your ads should link directly to:


  • Online ordering page (not homepage).
  • Reservation widget (not generic contact page).
  • Mobile-first pages that load in under 3 seconds.

Suggested Reading: The Ultimate Restaurant Website Checklist: From Menus to Mobile UX


Crafting High-Performing Retargeting Ads


Offer-Based Ads

These work well but use sparingly. Overuse trains diners to wait for discounts.


  • Example: “Come back this weekend and enjoy 10% off.”


Experience-Based Ads

Highlight your unique dining atmosphere.


  • Example: Short video of chef plating a signature dish.


Social Proof Ads

Show reviews, awards, or media features.


  • Example: “Rated Best Brunch Spot 2025 by Local Eats.”


Event Ads

Promote live music nights, seasonal specials, or limited-time tasting menus.


Retargeting and Direct Online Ordering

Many restaurants lose revenue to third-party delivery apps, which take up to 30% commission. Retargeting can help drive customers to your direct online ordering system instead.


Example Strategy

  • Retarget customers who previously ordered via third-party apps.
  • Show ads offering loyalty points or discounts for ordering directly from your site.

Further Reading: How to Add Online Ordering to Your Website Without Paying App Fees


Advanced Segmentation Strategies


High-Intent Segments

  • Reservation page viewers in the last 7 days.
  • Order abandoners in the last 48 hours.


Warm Segments

  • Menu viewers in the last 30 days.
  • Social media engagers.


Lapsed Customers

  • Past diners who haven’t visited in 90 days.
  • High spenders who haven’t returned in 60 days.


Exclusion Lists

Always exclude recent converters (e.g., diners who booked in the last 14 days).


Budgeting for Retargeting Ads

How much should you spend? Start small, then scale.


  • Initial test budget: $10–20/day.
  • Scale winners: Increase by 20% every 3–7 days.
  • Use conversion-based bidding once you have enough data.


Measuring ROI of Retargeting Campaigns

Key metrics:


  • CTR (Click-through rate): Are your ads engaging?
  • Conversion Rate: Are clicks turning into bookings/orders?
  • CPA (Cost per acquisition): How much are you paying per booking/order?
  • ROAS (Return on ad spend): Revenue vs. ad spend.
  • Lifetime Value (LTV): How much a repeat guest contributes over time.

Suggested Reading: The ROI of a Restaurant Website: What Owners Need to Know


Common Mistakes to Avoid


Overexposure

Showing too many ads annoys customers.


Generic Messaging

Use tailored messaging for loyal customers vs. first-timers.


Weak Landing Pages

Make sure your landing pages are mobile-friendly and optimized for conversions.


Suggested Reading: The Most Common Restaurant Website Mistakes (and How to Fix Them)


Future-Proofing Retargeting

Consumer behavior and technology are shifting quickly. Restaurants need to prepare for privacy-first marketing, AI-powered personalization, and cookieless tracking.


Best Practices

  • Collect first-party data (emails, SMS opt-ins).
  • Use server-side tracking.
  • Adapt to Google’s cookie less advertising ecosystem.


Suggested Reading:



Case Study Breakdown: How Retargeting and Website Optimization Work Together


Problem: Low direct bookings, heavy reliance on third-party apps.

Solution:


  1. Rebuilt website with mobile-first direct booking system.
  2. Added online ordering without app fees.
  3. Launched retargeting campaigns for menu viewers, cart abandoners, and lapsed guests.


Result: 40% increase in bookings, higher online order volume, reduced fees.


Final Thoughts

Retargeting ads are not just a nice-to-have—they are a growth engine for restaurants. By combining a conversion-focused website with smart retargeting campaigns, you can:


  • Drive more bookings.
  • Increase direct online orders.
  • Reduce reliance on costly apps.
  • Build customer loyalty.

Further Reading: Why Every Restaurant Needs a Website in 2025 (and How to Launch One Fast)

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