Prospecting campaigns find new potential customers — through broad or interest-based targeting, lookalike audiences, in-market segments, or keyword searches from people who've never heard of you. They're the engine of growth: without them, a remarketing program eventually runs out of warm people to reach.
Prospecting usually shows higher costs per conversion than retargeting, because the audience is colder. Judging it in isolation can be misleading; healthy accounts measure how prospecting feeds the whole funnel, including the remarketing and branded-search conversions it ultimately creates.
Example
A med spa runs a Meta prospecting campaign to adults within 20 miles, introducing a signature treatment to people who have never visited its website.
How Sloss Digital uses it
We balance spend between prospecting and retargeting based on each account's funnel, and we evaluate prospecting by its full-funnel contribution — not just last-click results.