Most RV park websites see a flood of visitors during peak planning seasons, but only a small percentage actually convert into bookings. It’s not that your park wasn’t appealing. Often, people simply get distracted, want to compare options, or aren’t ready to book just yet.
But what if you could bring those same visitors back at the perfect moment, with a friendly reminder or an irresistible offer
That’s the power of Google Ads retargeting. In fact, studies show that users who see retargeting ads are 70% more likely to convert. When used strategically, retargeting becomes one of the most efficient and cost-effective tools for RV park owners to fill vacant spots and win back potential guests who have already shown interest.
“Retargeting offers a strategic advertising angle because it allows you to target the most relevant possible audience, the one that is already interested in your business.”
In this guide, we’ll show you how to set it up, segment your audiences, create high-converting ad creatives, and even tap into new tools like Google Vehicle Ads and dynamic video retargeting. Whether you’re new to paid ads or ready to upgrade your campaigns, you’ll find smart, practical steps to bring back visitors and build long-term loyalty.
Why You’re Losing Bookings by Ignoring Past Website Visitors
Imagine someone finding your park’s website after searching “RV park with full hookups near Yosemite.” They browse your amenities, check your availability, but leave without booking.
Maybe they got pulled into another task. Maybe they wanted to check with their travel partner. Either way, they were interested.
Without retargeting, that potential guest is gone.
But with a smart Google Ads retargeting campaign, you can reconnect with them in the days and weeks that follow, while they scroll through news sites, watch YouTube, or browse camping gear.
This is a warm audience. They’ve already “raised their hand” and shown interest. Retargeting helps you stay top of mind and increases the chance they’ll return to finish the booking.
The Foundation: Setting Up Your RV Park for Retargeting Success
Before you run any campaigns, you’ll need to set up the basic tracking and segmentation tools in Google Ads. The good news? It’s not as technical as it sounds, especially if you follow these simple steps.
Step 1: Install the Google Ads Tag on Your Website
The Google Ads tag (also called the global site tag) is a small snippet of code that tracks anonymous visitor behavior on your site.
Think of it as the foundation of all your audience-building efforts.
How to install it:
- Log into your Google Ads account.
- Navigate to “Audience Manager” and then “Audience Sources.”
- Follow the instructions to generate your tag.
- Paste the tag into the <head> section of your website on every page.
You can use Google Tag Manager for easier installation and future updates without editing your site’s code directly.
Once the tag is in place, Google will begin collecting data about who visits your site and what they do.
Step 2: Build Your High-Value Audience Lists
The power of retargeting lies in smart segmentation. Instead of targeting all visitors the same way, tailor your ads to specific behaviors or interests.
Here are the must-have audiences for any RV park campaign:
- All Website Visitors
Your broadest group. It’s perfect for general brand awareness ads. - Booking Page Abandoners
These are great. They made it to the final step but didn’t complete the booking. - Specific Amenity Viewers
Create lists for users who visited pages like “pet-friendly spots,” “lakefront views,” or “premium hookups.” These lists let you match ads to their preferences. - Past Guests
Upload customer email lists to reach former visitors and encourage repeat stays or loyalty discounts. - Seasonal Browsers
Tag visitors by the time of year they visited your site. Then you can retarget them with timely reminders like “Spring travelers—book your summer spot now!”
Each list gives you the power to deliver messages that feel personal, timely, and relevant.
Crafting Irresistible Retargeting Ads That Drive Bookings
With your lists in place, it’s time to build ads that actually get clicks—and bookings. Here’s how to stand out and bring people back.
Write Compelling Ad Copy That Reminds and Incentivizes
Your audience already knows who you are. Now it’s about jogging their memory and giving them a reason to return.
Examples of strong retargeting copy:
- “Still dreaming of s’mores by the fire? Your lakefront spot is waiting.”
- “Booking season is heating up—lock in your stay and save 10% today.”
- “Traveling with pets? Our paw-friendly sites are going fast.”
Use urgency sparingly but effectively. A limited-time offer or countdown can push people to act.
A/B test variations of headlines and descriptions to see which messages perform best with each audience segment.
Use High-Quality Visuals: Show, Don’t Just Tell
Your photos and videos do more than fill space—they create an emotional pull.
Use:
- Wide shots of your park’s scenery at golden hour.
- Campers enjoying amenities (hot tubs, pools, trails).
- Families grilling, laughing, or relaxing in hammocks.
- Close-ups of cabins, hookups, or updated facilities.
Google’s Responsive Display Ads allow you to upload multiple assets (images, videos, text) and automatically mix and match them to fit different placements.
This saves time and improves performance across the web.
The Game Changers: Dynamic & Video Retargeting
Dynamic Remarketing takes things to the next level. Instead of showing a generic ad, Google pulls in real-time info about what someone viewed on your site.
For example, if someone checked availability for your “deluxe riverside cabin,” they’ll see that exact offering in the ad they see later. That personal touch dramatically improves conversion rates.
Video Retargeting is equally powerful. Imagine a 20-second YouTube ad that opens with drone footage of your property, a family unloading bikes, and the caption: “Your adventure is waiting.”
Make sure:
- The first 5 seconds are engaging.
- You include a clear call-to-action at the end (e.g., “Book Now,” “See Availability”).
- Short videos (15–30 seconds) work best and often perform better than static banners in retargeting campaigns.
Advanced Strategies to Outperform Your Competition
Most RV park owners who use Google Ads stop at the basics. But advanced strategies can give you a serious advantage, especially when paired with the latest tools.
The New Frontier: Leveraging Google Vehicle Ads for RVs
As of early 2025, Google expanded its Vehicle Ads program to include RVs and campers. That’s a big deal.
Why?
Because it opens up a whole new audience: people actively shopping for RVs.
You can now place ads in front of users searching for “best RVs for families” or “2024 camper reviews”—and position your park as the ideal first stop.
Sample ad copy:
“Just bought your first RV? Celebrate with a scenic stay at [Your Park Name] – easy hookups, wide pull-through sites, and lake access.”
Pairing your park with the excitement of a new purchase creates emotional resonance and brand alignment right from the start.
Optimize for Seasonality and Local Events
Your visitors aren’t all the same year-round. Snowbirds booking winter stays, families planning summer trips, and fall leaf-peepers each have different motivations.
Segment your lists based on when users visited your site, then match your messaging accordingly.
Examples:
- They visit your pages in spring:
Target them in May with “Plan your summer escape, cabins still available!” - They research about you in fall:
Retarget in late summer with “Catch the color change – book your autumn getaway today.”
Also, plan your campaigns around local events like:
- Music festivals
- Holiday weekends
- Regional RV shows
- County fairs
Run geo-targeted ads a few weeks before, using event keywords and highlighting your proximity and availability.
Measuring Your ROI: How to Know if It’s Working
Set up conversion tracking in Google Ads to monitor the actual number of bookings (or other goal completions) your campaigns generate.
Key Metrics to Monitor
- Conversions (Bookings):
The number of guests who booked as a direct result of clicking your ad. - Cost Per Conversion (CPC):
How much you’re spending on average to get one booking. Lower is better, but context matters – if your average stay is $300, a $25 conversion cost is excellent. - Return on Ad Spend (ROAS):
If you spend $100 and earn $500 in bookings, your ROAS is 5. Aim for a ROAS of 4–6 for healthy retargeting campaigns. - Click-Through Rate (CTR):
The average CTR for retargeting ads is around 0.7%, compared to 0.07% for regular display ads. This gives you a benchmark to measure success.
Frequently Asked Questions (FAQ)
How much should an RV park budget for retargeting?
Retargeting is often cheaper and more effective than traditional ads because you’re targeting people who have already shown interest.
Average CPC (Cost Per Click) for Google display retargeting ranges from $0.66 to $1.23. This means a $300–$500 monthly budget can go a long way, especially when paired with tight audience targeting.
Is retargeting creepy or annoying to potential guests?
It depends on how it’s done.
The key is relevance and moderation. Here’s how to avoid annoying your audience:
- Set a frequency cap (e.g., no more than 5 impressions per day per user).
- Offer something of value—a discount, reminder, or upgrade option.
- Rotate creative frequently to avoid ad fatigue.
When you use retargeting to genuinely help people make decisions (not pressure them), it becomes a welcome reminder, not a digital stalker.
Conclusion
Retargeting is one of the most effective ways to recover lost bookings and make the most of your marketing budget. By reconnecting with people who already showed interest in your park, you’re not starting from scratch – you’re meeting them halfway. With the right setup, compelling creatives, and smart segmentation, it becomes easier to turn missed opportunities into confirmed reservations.
Start by building your first audience list and take the first step toward winning back the guests who got away. And if you’d rather delegate this to someone with experience, we’re here to help.
Suggested Resources & Further Reading
Retargeting Statistics & Benchmarks
RV Park Advertising Strategies
Why Every RV Resort Should Start Using Google Ads This Summer
