Compositions and methods for formulating treatment fluids that comprise a surfactant having reduced and delayed adsorption. In one embodiment, the method comprises: introducing a first treatment fluid comprising an aqueous base fluid and a polyelectrolyte into a wellbore penetrating at least a portion of a subterranean formation; contacting at least a portion of the subterranean formation with the polyelectrolyte; and introducing a second treatment fluid comprising an aqueous base fluid and a surfactant into the wellbore penetrating at least the portion of the subterranean formation.