Compositions and methods for formulating treatment fluids that comprise a surfactant having reduced and delayed adsorption. In one embodiment, the method comprises: providing a fluid comprising: an aqueous base fluid, a surfactant, and a polyelectrolyte; introducing the fluid into a wellbore penetrating at least a portion of a subterranean formation; and contacting at least a portion of the subterranean formation with the polyelectrolyte. In another embodiment, the method comprises providing a fluid comprising: an aqueous base fluid, a surfactant, and a polyelectrolyte; injecting the fluid into a wellbore penetrating at least a portion of a subterranean formation at a pressure sufficient to create or enhance one or more fractures within the subterranean formation; and contacting at least a portion of the subterranean formation with the polyelectrolyte.