Banner Ads on high trafficked sites help build your brand just like billboards you see when driving around town or on a highway. The difference is someone could click-to-call your business right then or go directly to your website to get information on the products or services you provide. Once they get to your website, having the ability to start retargeting them with technology will help increase conversions by almost 70%. This is the best way to make sure you are not wasting advertising dollars from any marketing piece you are using.
Using Google & Facebook, along with their partner sites, for re-targeting is one of the best ways to make sure you are getting on the right sites to help increase your likelihood of getting the conversion should they not make a buying decision the first time they visit your site.