Boost Conversions with Facebook Retargeting Using Click-to-Message and Sponsored Message Ads
If you’ve ever browsed a website, added something to your basket, and then abandoned it – only to see ads for that same product later on Facebook or Instagram – you’ve encountered retargeting in action. And you’re not alone.
On average, 97% of first-time website visitors don’t convert — whether that’s completing a purchase, submitting an enquiry form, or subscribing to a newsletter. Facebook retargeting allows you to reconnect with these visitors and encourage them to complete what they started.
In this post, we’re diving into how to supercharge your Facebook retargeting using Messenger-based ads, specifically Click-to-Message and Sponsored Message campaigns.
Why Use Messenger for Facebook Retargeting?
Messenger ads allow you to move beyond traditional click-throughs and start real conversations. Rather than sending someone back to your website, Messenger lets you engage them instantly in a chat-based experience – helping to build rapport, answer objections, and drive conversions in real-time.
Let’s break down how to do it right.
1. Start With Tracking: Set Up Your Facebook Pixel
Before you can retarget anyone, you need to track their behaviour on your website. This is done via the Facebook Pixel – a simple piece of code you add to your site.
Once installed, it collects data on who visits your site, what pages they view, and what actions they take (or don’t take). From there, you can build Custom Audiences based on this behaviour. For instance:
Users who visited a specific product page but didn’t purchase
Visitors who started a form but didn’t submit
Returning users who haven’t converted in the last 30 days
💡 Pro Tip: Use Your CRM Data Too You’re not limited to just website traffic. Upload email addresses or phone numbers from your CRM to create powerful custom audiences. These contacts can then be invited to subscribe to your Messenger bot for ongoing engagement.
2. Types of Messenger Retargeting Ads
Click-to-Message Ads
These appear like standard Facebook or Instagram ads, but when clicked, they open a Messenger conversation instead of directing users to your website. Perfect for:
Answering pre-purchase questions
Booking appointments
Offering personalised deals
Sponsored Message Ads
These are direct messages sent to people who have previously interacted with your business via Messenger. Ideal for:
Re-engaging inactive customers
Promoting time-sensitive offers
Reminding users about abandoned baskets
3. Real-World Examples
Blenders Eyewear: They reduced their cost per acquisition by targeting warm audiences who abandoned their baskets. Using Sponsored Messages and custom CTAs like “Shop Now”, they reignited interest and drove sales by creating urgency in the ad copy.
Miller’s Roast Beef: Reached lapsed customers using Sponsored Messages to promote a buy-one-get-one-free offer. Since they targeted existing Messenger subscribers, their campaign was highly cost-effective with impressive returns.
4. Five Reasons Why Facebook Messenger + Retargeting = A Winning Combo
Messaging > Social Media
More people now use Facebook-owned messaging apps (Messenger, WhatsApp) than Facebook itself. That’s a clear sign of where your audience’s attention is.Highly Personalised Experiences
With custom audiences and Messenger automation, you can create dynamic, 1:1 experiences that go far beyond generic ads.Nurture Leads on Auto-Pilot
Messenger bots allow you to collect user data and guide them through a tailored journey – answering questions, delivering content, and nudging them towards a conversion.Hyper-Targeted Audiences
Pixel-based retargeting gives you the power to speak to users based on specific actions. For example, you could target only those who visited your pricing page but didn’t submit a contact form.Frictionless Conversions
Messenger makes it easy to capture leads or even take payments directly within the app. Integration with CRM tools, email platforms, or e-commerce systems makes the whole process seamless.
5. Using Messenger to Re-Engage Subscribers
Think of Messenger retargeting like email marketing – but with much higher open and click-through rates. You can re-engage users who’ve previously interacted with your page or bot by sending them personalised Sponsored Messages.
Whether you’re announcing a new product, sharing a discount code, or just checking in – Messenger gives you a direct line to your warmest leads.
Key Takeaways
Retargeting is essential if you want to recover lost sales and nurture hesitant buyers.
Facebook Messenger ads take retargeting to the next level by enabling real-time, personalised conversations.
Sponsored Messages and Click-to-Message ads are powerful tools for reconnecting with website visitors and previous customers.
By combining smart audience segmentation, engaging Messenger conversations, and persuasive copy, you can create a retargeting strategy that delivers results.
Need Help Setting It Up?
We help businesses craft bespoke Facebook retargeting strategies that convert. Whether you’re just getting started or looking to optimise existing campaigns, we can handle it all – from audience setup to Messenger automation and ad creative.
