Paid Search

Roughly 97% of your website visitors leave without buying or enquiring, and for most businesses that’s the end of the story. Retargeting is the discipline of refusing to accept that: ads shown to people who already showed interest convert at roughly 2.5× the rate of cold advertising, at lower cost, on every platform ever measured. Here’s how it works in 2026, and the rules that keep it profitable instead of creepy.

Cost per click on Google is at its highest since 2021 and rising every year. But chasing cheaper keywords is exactly the wrong move. The businesses winning at paid search in 2026 stopped optimising for cheap clicks and started optimising for profitable customers. Here’s the difference.