Remarketing and Lookalike Funnel Example

This is one example of a remarketing flow. Every company’s setup is different, and the tools change for each build.

A remarketing and lookalike funnel shows ads again to people who already visited your site from search, cold email, or ads, until they take the next step. It also gives Meta two seed lists, your warm visitors and your past clients, so Meta can find new people who look like them. Leads who fill a form go into your CRM, where tags, a pipeline, and smart lists decide who gets which message and when sales follows up.

The map

The five layers, in the order data moves

1. Inputs: where people first meet the brand

1. Search. People find your pages on Google. They land on whichever page they searched for.
2. Cold email outreach. Prospects get an email with a tracked link. The ones who click land on the site, even if they have not replied.
3. Paid ads. Cold prospecting ads bring in new people. Every ad link carries UTM tags. A UTM tag is a short label in the link that says which ad, campaign, and platform the click came from.
4. Social activity. People who liked, commented, watched a video, or messaged the page.
5. Client database. Every past client, with their email address and phone number.

2. Capture: turn a click into a contact

1. Every source lands on the website. Ads and emails go to a landing page. Search goes to whichever page the person found.
2. The Meta Pixel on every page records each visit. This is how cold email clickers are captured. They join the warm audience without filling a form.
3. The form asks for name, email, and phone. Hidden fields copy the UTM values from the link, so the source is saved with the contact.
4. On submit, the form sends the full record into the CRM.

3. Organize: inside the CRM

This works in any CRM: GoHighLevel, HubSpot, Ontraport, Brevo, Zoho, or even Google Sheets.

1. The CRM adds tags the moment a contact arrives: where they came from, which campaign, which offer, and how far along they are.
2. A pipeline holds every lead. Each lead lands in the right stage, and its tags track it from there.
3. Smart lists are saved views built on tag rules. For example: came from an ad, has not booked a call.

4. Segment: decide who gets which ads

1. Audience A, warm. Everyone who visited from search, cold email, or ads, engaged on social, or became a lead and has not closed. It is built from pixel visitors, social engagers, and an uploaded smart list of open leads.
2. Audience B1, cold. A lookalike audience seeded from audience A. Meta finds new people who look like the people already showing interest.
3. Audience B2, cold. A lookalike audience seeded from the client database. Meta finds new people who look like the people who already bought.

An uploaded list only reaches people whose email or phone matches a Meta account, so not every contact on the list will see the ads.

5. Act: what each person receives

1. Automated messages go out, triggered by the lead’s tags.
2. Email nurture sequences follow. The tag decides which sequence they get.
3. Retargeting ads show to audience A.
4. Leads that reach the right stage are handed to the sales team for follow-up.
5. Cold prospecting ads run to audiences B1 and B2 to bring in new people.

Why it keeps working

A cold click becomes a visitor. A visitor joins audience A. A lead who closes joins the client database. Each new client makes the B2 seed list bigger, and each new visitor makes audience A bigger. When the lists are kept up to date, both lookalike audiences grow from a bigger seed.

Where this fits

This funnel is one part of the paid ads lead system. The system page covers the full build, from strategy and audiences to tracking and reporting. To see where cold email clickers come from, read the cold email outreach example.