I would focus on the people who are already interested via retargeting and SEO.

When they come to the site on their own hit them with a retargeting pixel and follow them around the internet with your ads. As time goes on offer better deals if they don't bite.

Start an SEO campaign and build up your organic traffic. The more people who visit your site the more people you tag with your retargeting pixel and you build your list of people with interest. Hit them with ads after they leave.

Make sure you have a conversion optimization expert audit and fix your website before starting either of these though. You can have all the traffic in the world but of they don't buy it doesn't matter.