Welcome to Break Point, your weekly hit of strategy, surf, and smart growth.

Each week, we send one high-impact growth move straight from the Pono Ventures playbook — and only Break Point readers get the goods.

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Retargeting Is Where the Money’s Made

If you’re running Meta Ads and not retargeting, you’re basically paying for strangers to walk in your store, look around, and leave… without ever asking them to come back.

Here’s the kicker: retargeting works.

• Across industries, retargeting ads boost conversion rates by 2–3x compared to cold traffic.

• Visitors who are retargeted are 70% more likely to convert than those who aren’t.

• On Meta specifically, CPMs for retargeting audiences are often 20–40% lower than cold prospecting audiences, meaning you’re paying less to show ads to people who already know you.

So how should you structure campaigns? Think of it in two stages:

1. Drive Traffic (Top of Funnel)

   1. Run broad interest or lookalike campaigns to get the right people on your site.

   2. Offer value upfront: a free resource, product demo, or bold insight that earns the click.

2. Retarget Traffic (Middle/Bottom of Funnel)

   1. Retarget everyone who engaged with your site or socials in the last 30–90 days.

   2. Your goal isn’t awareness anymore—it’s trust and conversion.

   3. Use case studies, testimonials, or a direct offer (“Book your free consult”) to push people over the edge.

Pro tip: Split your retargeting into warm audiences (site visitors, video viewers) and hot audiences (checkout abandoners, form starters).

The closer they got to converting, the stronger and more direct your call-to-action should be.

The play is simple:

• Cold traffic fills the funnel.

• Retargeting closes the deals.

That’s why the smartest Meta advertisers say: prospecting gets the volume, but retargeting gets the money.

Want to talk marketing with the Pono team?

Book a call with one of our founders! We do four strategy sessions a week helping companies beat their growth targets (no strings attached).

Weekly Beach Vibes

In life, pono stands for righteousness and balance. In Hawaiian, if a person is living pono, it means that they have struck the right balance in their relationships with other things, places, and people in their lives. It also means that they've made a conscious decision to do right by themselves, by others, and by the world in general.

We live by Pono.