Getting the most out of your marketing spend is always a priority in digital marketing. While organic traffic is often seen as the long-term, cost-effective solution for growing online, it’s no secret that organic channels—whether from social media or search—often don’t convert as well as paid ads. But here’s the catch: when you pair organic traffic with retargeting ads, you can dramatically improve conversion rates without blowing your budget. Let’s break down some real-world examples to see how this works.
1. High Traffic National Lead Generation Campaign (Service Provider)
Organic Traffic Data:
- Organic Social: 27,331 new users | Lead Conversions: 183
- Organic Search: 26,085 new users | Lead Conversions: 28
In this national campaign, organic social brought in way more traffic than organic search. Social delivered over 27,000 users, while search brought in about 26,000. But when it came to conversions, social performed better. The conversion rate for social was 0.67%, while search was only 0.11%.
While these are great numbers for organic traffic, conversion rates are still pretty low compared to paid ads. But here’s the thing—organic traffic is free. So, businesses can take advantage of that low-cost traffic and use retargeting ads to bring those visitors back to the site. By showing ads to people who’ve already interacted with the content, you can increase conversions for a fraction of what a fully paid ad campaign would cost.
2. Low Traffic Local Lead Generation Campaign (Health Care)
Organic Traffic:
- Organic Social: 1,185 new users | Lead Conversions: 6
- Organic Search: 707 new users | Lead Conversions: 17
In the healthcare sector, the numbers are much smaller, but still telling. Organic social drove just over 1,100 users with only 6 conversions, and organic search brought in about 700 users and 17 conversions. The search conversion rate is relatively high at 2.41%, but social’s 0.51% is pretty low.
Even in this niche with lower traffic, businesses can benefit from retargeting ads. The users coming through social media have already shown some level of interest. With the right retargeting strategy, you can stay top of mind for them and encourage them to convert. Best part? It costs a lot less than running a full paid campaign.
3. Regional Medium Traffic Lead Generation Campaign (Financial Services)
Organic Traffic:
- Organic Social: 1,527 new users | Lead Conversions: 1
- Organic Search: 13,346 new users | Lead Conversions: 143
This financial services campaign shows a different story. Organic search drove a solid 13,000 users with a 1.07% conversion rate, while social brought in far fewer users and conversions. The social conversion rate here is quite low at 0.07%.
Despite the lower conversion rate from social traffic, these users can still be valuable. Retargeting ads can help bring them back, nudging them toward conversion. This approach helps businesses make the most out of every visitor, even if they initially came through organic social media.
Why Retargeting Ads Work
So, why are retargeting ads so effective? Well, they solve a big issue with organic traffic—lower conversion rates. But since organic traffic is free, using retargeting ads to follow up with those visitors is a much cheaper alternative to running full-scale paid ad campaigns. Here’s why retargeting works:
- Lower Cost: Organic traffic is free, and retargeting ads are typically cheaper than regular ads, meaning you can get more out of your budget.
- Re-engagement: Retargeting keeps your brand in front of people who have already shown interest. With a well-timed ad, you can turn those previous visitors into conversions.
- Focused Targeting: With retargeting, you’re only reaching people who’ve interacted with your brand already. This makes your ad spend more efficient because you’re not wasting money on people who haven’t shown any interest.
Conclusion
Organic traffic is great for filling the top of your sales funnel and getting people to visit your site. But let’s face it: it often doesn’t lead to big conversion numbers on its own. Retargeting ads are the perfect solution for businesses that want to make the most of their organic traffic. By following up with tailored ads for those who’ve already interacted with your content, you can boost your conversions without spending a fortune on paid ads. It’s a cost-effective way to make the most of the traffic you already have.
