Audience strategy is the difference between an account that fights for every click and one that compounds its advantage over time. We build first-party audience infrastructure, layer it across your campaigns, and use it to outbid and outperform competitors on the terms that matter.
What's Included
We build your audience infrastructure from your own customer data, then layer it across every campaign to drive more from existing demand and protect margin on your most valuable terms.
Get a ProposalOur Process
We start by understanding what first-party data you have and how to make it usable for paid search. CRM exports, GA4 segments, and Merchant Centre purchase data are all valuable inputs.
We create Customer Match lists, RLSA pools, and lookalike audiences. Each is segmented by intent stage: active customers, lapsed buyers, high-LTV prospects, and cart abandoners.
Audiences are applied as observation layers across all campaigns with bid adjustments based on historical conversion data. High-value segments get aggressive bids; low-intent segments are suppressed or excluded.
We review audience performance monthly, refresh Customer Match lists, and identify new segmentation opportunities from conversion data. Audiences grow more effective over time.
FAQs
A CRM export of customer emails is the minimum. More useful are purchase history, order value, and product category data. We can work with what you have and build a roadmap to capture more.
Yes. In-market audiences and affinity segments from Google don't require your own data. We start there and build your first-party strategy in parallel as you collect more.
RLSA lets you adjust bids for people who have already visited your site. Someone who viewed a product page and didn't convert is a much warmer prospect than a cold searcher. We bid more aggressively on them.
Yes. Customer Match uses hashed email addresses, so no personal data is shared with Google in a readable format. It's GDPR-compliant when users have given appropriate consent.
Ready to Start?
Tell us about your current audience setup and we'll show you the opportunities you're missing. Free strategy session.