Retargeting fails most often at the landing page, not the ad. The visitor has already engaged once. Show them the generic homepage and you are paying twice for the same impression.
Audience-aware modules
Use a small set of modular page variants targeted by audience or stage. The hero, social proof, and CTA should change. Body copy can stay the same.
Consent first, tracking second
Retargeting depends on non-essential tags. Capture consent in a visible banner before those tags fire. Page conversion will dip 2-5%; legal exposure drops 100%.
Track at the form, not the page
Page-level events are noisy. Form submit, with UTMs and audience tag attached, is the signal that funds the next campaign budget conversation.