Getting customers to return for repeat purchases can sometimes feel like solving a tricky puzzle. You’ve made that first sale, but how do you keep them coming back for more?
In 2025, Facebook remains the top platform for not only attracting new customers but also turning one-time buyers into loyal, repeat shoppers. But how can you effectively target your existing customers and get them to click “buy” again?
The answer lies in understanding how Facebook’s ad targeting tools can help you with repeat purchases. With growing competition and shifting customer habits, knowing how to use these tools is crucial.
Why focus on repeat purchases?
It’s easy to get excited about attracting new customers, but repeat buyers are your secret weapon.
Why? Because repeat customers tend to spend more over time, are easier (and cheaper) to sell to, and are more likely to recommend your brand to others. Research shows it’s five times more expensive to acquire a new customer than to retain an existing one.
Consider this: subscriptions, loyalty programs, and re-engagement ads are all designed to keep people coming back. The idea is simple: if you want long-term growth, you need to build a repeat-purchase strategy that keeps your existing customers engaged. The beauty of repeat buyers is that they’ve already bought from you, they trust your brand, and they’re more likely to come back if given the right incentives.
So, how do you keep them coming back for more?
Use Facebook’s tools to target the right audience
Facebook’s audience-targeting tools are some of the most powerful in the digital marketing world, and they can make a huge difference when it comes to encouraging repeat purchases. But how do you make sure you’re reaching the right people? The key is ensuring you're targeting the ones most likely to make a repeat purchase. Here are a few powerful tools you can use to make that happen:
1. Custom audiences
Custom audiences let you target specific groups based on their previous interactions with your brand. Whether they’ve made a purchase, visited your website, or engaged with your app, custom audiences allows you to reach people who already know and trust your brand. And since they’ve already purchased from you, they’re more likely to make another purchase.
Tip: if you launch a new product, create a custom audience of previous buyers and target them with ads introducing the new product. Since they've already made a purchase, they are more likely to check out what's new and relevant to their interests.
Custom audiences target people who've already bought from you, while lookalikes help find new customers who are similar to your best ones.
To learn more about custom audiences and how they work, check out Custom vs Lookalike Audiences: What Works Best for Facebook Campaigns?
2. Lookalike audiences
If you already have loyal repeat buyers, lookalike audiences can help you reach new customers who resemble them. Facebook uses your best customers as a model to find others who share similar behaviors, interests, and characteristics. This allows you to expand your audience without losing focus on people who are likely to make repeat purchases.
Tip: create a lookalike audience based on your repeat buyers and use it to target new customers. These customers are more likely to convert into loyal buyers since they resemble your best customers.
3. Dynamic Product Ads (DPA)
Dynamic ads are perfect for reminding customers about products they’ve interacted with on your website or app. Think of it as Facebook showing them what they’re most likely to buy again. You’ve probably experienced it yourself: browsing an item online, and then seeing it follow you around in ads. That’s the magic of DPAs.
In 2025, DPAs have become even smarter. They use AI to deliver personalized ads based on previous behavior. If someone bought a product from you last year, you can remind them with similar products they might love. You can also show them items they viewed but didn’t purchase, gently nudging them to come back.
Tip: use DPAs to create personalized ads that remind customers about products they might need to restock or newer products that complement their previous purchases. This increases the likelihood of repeat purchases by making the ad feel personal.
Retarget warm audiences
Retargeting is like sending a gentle reminder to customers who’ve already shown interest in your brand. For example, let’s say someone added an item to their cart but didn’t finish the purchase.
With retargeting, you can show them an ad reminding them about that item. You can even offer a special discount or deal to encourage them to complete their purchase.
But retargeting isn’t just for cart abandoners — it can also be used for customers who’ve bought from you in the past but haven’t returned in a while. A well-timed ad offering a special promotion or new product can bring them back.
For a deeper look at retargeting strategies, you can read How to Set Up Facebook Retargeting.
Tip: use Facebook’s retargeting tools to show ads based on where customers are in their buying journey. For instance, if a customer abandoned their cart, show them an ad with a discount. For those who made a purchase months ago, try an ad promoting a new, related product to spark their interest again.
Create engaging ads that drive repeat purchases
Now that you’ve got the right audience, it’s time to create ads that truly resonate with them. In 2025, Facebook’s platform makes it easy to create dynamic ads that adjust based on your audience’s behavior. But what really makes an ad work for repeat purchases is personalization.
Tip: instead of just pushing a product, tell a story. For example, if someone bought boots from you last winter, show them how those boots pair perfectly with a new jacket or scarf this season. If you sell beauty products, suggest complementary skincare items that enhance their previous purchase. This helps customers see the value in returning to your brand.
When customers feel like your brand understands their needs, they’re more likely to come back. Your ads should feel like an extension of the customer’s experience with your brand, not just another sales pitch.
Run loyalty programs to encouraging return visits
Loyalty programs are a great way to incentivize customers to return for repeat purchases. You can easily integrate your loyalty program into your Facebook Ads to target existing members with exclusive offers or discounts. This can significantly increase customer retention.
Tip: create ads that promote rewards your customers can unlock with their next purchase. You could also offer bonus points for buying specific products or share positive customer reviews to reinforce the value of being part of your loyalty program.
Constantly test and optimize
One of the best ways to make sure your Facebook ads are driving repeat purchases is to A/B test your ads. Testing different creatives, offers, and messaging allows you to understand what resonates best with your audience. Maybe one version of your ad gets more clicks, but another one leads to more purchases. By testing regularly, you’ll learn which strategies are most effective for driving repeat purchases. Then, you'll be able to scale what works.
For more details on how to optimize and scale your campaigns for success, you can refer to The Science of Scaling Facebook Ads Without Killing Performance.
Tip: run A/B tests on your ad creatives, target audiences, and even your offers. Track metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to see what’s working and what isn’t. Keep refining your approach based on these insights.
Final thoughts
If you’re not focusing on repeat purchases, you might be leaving money on the table. Facebook’s targeting tools are all designed to help you engage and keep your customers coming back. Add in personalized ads and a strong loyalty program, and you’ve got a winning strategy.
So, are you ready to take your Facebook ads to the next level and turn those one-time buyers into repeat customers? Don’t wait and start applying these tips today and watch your repeat purchases grow.
