Here’s what was different: During the time period in question, the company ran Facebook ad campaigns targeting higher-funnel audiences corresponding to people who have the same interests and demographics as their buyer persona. The audience size was approximately 20 million people.

The Facebook ads generated clicks and conversions as you would expect from any pay-per-click advertising campaign.

But I believe the campaigns had an additional halo effect of creating a strong brand bias among the people who clicked through to the site, which profoundly impacted the Remarketing lists for search ads campaigns, since they only target people who have previously visited your site.