Reach buyers who areshopping right now.
Our purchase intent data identifies B2B companies researching your service right now, tracked across search engines, review platforms, competitor sites and publisher networks as buyer intent data. Verified decision-maker contacts delivered every morning.
Verified contacts · Behavior tracked daily · US + Canada coverage
24 to 48h
the window between a prospect's search activity and your call list.
Daily
a fresh, prioritized list delivered every morning. Not a static export you re-scrub.
Continuous
signal refresh in real time. Prospects enter and exit the list as behavior changes.
Real buying signals
Search activity, review platform visits, competitor site traffic and publisher network behavior, tracked as it happens.
Verified contacts attached
Every signal is matched to a decision-maker's direct phone number and email, so your team can call, not just retarget.
Prioritized, not just listed
Prospects are ranked by how recently and strongly they showed intent, so your best call is always at the top.
US and Canada coverage
Full monitoring network across both markets, refreshed daily.
What Are In-Market Audiences?
In-market audiences are groups of consumers or businesses actively researching and comparing products or services in a category, showing real purchase intent: searching, visiting competitor sites, reading reviews, downloading guides.
In Google Ads, in-market audiences are pre-built segments Google creates from behavior across Search, YouTube and the Display Network, placing users into a category the moment their activity suggests they're ready to buy.
At Multiply Revenue, we take this concept beyond advertising: we identify in-market buyers across our own monitoring network and match them to verified contacts, so your team reaches them before your competitors do.
In-Market Audiences in Google Ads
Layer Google's in-market segments over search campaigns to boost bids on in-market searchers, or use them in Display and YouTube to reach buyers during their research phase.
In-Market Audiences for Outbound Sales
Instead of cold calling random lists, your team calls people already Googling your services. Connect rates run far higher when you reach prospects during the exact moment they're shopping.
Why In-Market Audiences and B2B Intent Data Matter for Marketing and Sales Outreach
Cold Lists Are Dead Weight
The average B2B contact list is 30-90 days old by the time it reaches your sales team, and calling someone who searched for your service three months ago is no different from a cold call.
You're Calling the Wrong People
Only two to three percent of any list is actively in market at a given time, so a volume-dial strategy wastes 97% of your team's effort on people who have no current need.
How Our In-Market Audience and Intent Data Tools Identify and Deliver Active Buyers
Activity Monitoring
Intent Scoring Across All Types of Intent Data
Prospect Matching
Delivery to Your Team
Activity Monitoring
We monitor what people are doing online when they're looking for services in your category, across search engines, publisher sites, review platforms and trade publications, 24 hours a day.
Intent Scoring Across All Types of Intent Data
Each prospect gets an activity score from first-party, second-party and third-party intent data combined, so a prospect who searched, visited a competitor and downloaded a guide in one week scores near 90+.
Prospect Matching
We match active shoppers to verified contact records (name, title, direct phone and email) from a database covering millions of businesses, so your team reaches the right person, not a gatekeeper.
Delivery to Your Team
Your in market audience list lands every morning via web dashboard, CRM sync (Salesforce, HubSpot, Pipedrive) or CSV export, with the specific buying signals that triggered inclusion so reps open with context.
The 7 Types of Intent Data and Intent Signals That Identify B2B Buyers Ready to Act
B2B companies reveal buying intent across many topics and channels. We track all seven signal types below, from search queries to competitor research, so you reach decision-makers before anyone else does.
Real-Time Buyer Intent Signals
Our network monitors behavioral signals across search engines, review sites, competitor pages and publisher networks. Every signal is scored, matched and delivered to your team before your competitor even knows the prospect is searching.
signals daily
Google Search Activity
Keyword searches directly related to your category are the strongest early-stage signal; we capture query patterns to identify active research phases.
Website Visit Patterns
Repeated visits to competitor sites, pricing pages or comparison tools indicate a prospect deep in evaluation mode.
Content Downloads
A whitepaper, buyer's guide, ROI calculator or case study download signals serious consideration and is scored heavily.
Form Submissions
Contact form fills, demo requests and trial sign-ups on competitor sites are the strongest in-market signals available.
Social Media Activity
Engagement with industry posts, competitor pages and industry groups all contribute to a prospect's shopping signals profile.
Competitor Research
Multiple competitor site visits, pricing reviews or case study reads in a short window make the signal clear: they're evaluating options.
Review Site Visits
Activity on G2, Capterra, Trustpilot, Google Reviews and Yelp indicates late-stage buying behavior.
Leveraging Buyer Intent Data in Google Ads to Boost Sales and B2B Marketing Results
Using buyer intent data in Google Ads or your outbound sales motion follows the same principle: reach buyers before a competitor does. These four best practices separate pipeline-generating campaigns from ones that just spend budget.
Layer In-Market Segments Over Your Ad Groups
Apply targeting as an observation layer first, so you see how the segment performs before you raise bids or narrow reach.
Combine with Affinity Audiences for Full Funnel Coverage
Affinity builds brand awareness earlier in the journey while in-market closes the deal at the bottom, so running both together covers the full funnel.
Use Demographics to Refine Each Audience Segment
Overlaying demographics such as age, income and parental status on top of a segment makes targeting significantly more precise.
Activate Custom Intent Audiences for Keyword-Level Precision
Build a segment from your own highest-converting keywords and competitor URLs instead of relying on Google's predefined categories.
The Future of B2B Intent Data and First-Party Intent Data Strategies
The Future of In-Market Targeting
B2B companies that build buyer intent data infrastructure today will have an advantage as privacy regulations phase out third-party cookie targeting.
AI-Powered Audience Signals
Performance Max already uses audience signals to guide Smart Bidding, and in-market data will increasingly feed automated bidding directly.
Cross-Channel In-Market Targeting
The future is unified targeting across search, display, YouTube and CTV: one audience profile following a buyer across every touchpoint.
First-Party Data Integration
As third-party cookies phase out, combining first-party CRM data with Google's signals to seed in-market lookalikes is the most durable targeting foundation.
Buyer Intent Data as an Intent Data Provider vs. Cold Contact Lists
Cold contact lists mean burning effort with no signal about where buyers actually are. In Market Audience data puts you in front of shoppers actively Googling your services right now.
In Market Audience data is built to generate higher response rates by reaching prospects while they are actively researching.
The ROI of In-Market Audiences and Buyer Intent Data to Boost Sales and Reach Buyers First
Response vs. cold lists
Estimate conversion cycle
Typical time to first meeting
Cost per qualified conversation
Illustrative Scenario: A Texas Roofing Company Working an In-Market Buyer List
Picture a roofing company in Texas that used In Market Audience data to identify roughly 847 homeowners Googling storm damage repair over 30 days, calling each within 24 hours. They booked 102 on-site estimates, a 12% conversion rate versus 2.3% on cold lists, roughly 5.2x. Illustrative of the process, not a published result.
In market buyers
Estimates booked
Conversion rate
Vs. cold lists
How B2B Marketing and Sales Teams Use In-Market Audiences and Buyer Intent Data to Close More Deals
SDRs, AEs and B2B marketing teams all use buyer intent data differently, but see the same advantage. Combine in-market signals with our B2B Data to enrich every record before your team makes the first call.
For Sales Development Reps (SDRs)
Stop cold calling. Start warm calling.
SDRs get a prioritized daily call list where every prospect has been actively Googling your service in the last 24-48 hours, so connect rates climb.
For Account Executives
Enter every conversation with context.
Our data tells you whether a prospect has been comparing competitors or evaluating pricing, turning discovery calls into a focused dialogue.
For B2B Marketing Teams
Stop guessing. Use intent data to optimize campaigns for buyers in motion.
Feed activity-scored prospect lists into Google Ads to build audiences that only include companies showing intent right now, then optimize bids per segment.
Buyer Intent Data and B2B Intent Signals by Industry
Every industry signals buying intent differently online, so we build industry-specific signal libraries calibrated to your buyer's actual research behavior.
Roofing
Searches like 'roof replacement cost near me,' contractor site visits and insurance claim activity give roofing contractors a daily list of homeowners ready for an estimate.
HVAC
Signals include replacement and repair searches, brand comparisons and efficiency guide visits, helping HVAC companies fill their scheduling calendar weeks in advance.
Solar
We track the buying journey from 'is solar worth it?' searches to ROI calculator use and competitor quote requests, ranking homeowners in market.
Real Estate
Signals from property search platforms, mortgage calculator use and neighborhood research target investors, commercial buyers and movers the moment they start searching.
Legal
Practice-area keyword searches, visits to sites like Avvo or FindLaw and document platform activity identify business owners actively Googling attorneys.
Insurance
Individuals and business owners actively comparing coverage or requesting quotes; brokers using these signals report higher quote acceptance than cold outreach.
Dental
Searches for dentists in specific zip codes, review platform visits and insurance lookup activity identify new residents and families switching providers.
How In-Market Audiences Work in Google Ads
In-market audience targeting is the most direct way to reach users ready to buy right now.
What Are In-Market Audiences?
A user who searches "commercial HVAC replacement cost" and visits three contractor sites gets placed into Google's HVAC in-market segment. The key distinction from affinity audiences is recency: signals are fresh.
Affinity Audiences vs In-Market Audiences
Google Ads offers three core audience types for targeting users by interest and purchase intent, and each serves a different stage of the buyer journey.
In-Market Audiences
Built from recent behaviour signals. Users are actively comparing options and ready to buy right now, best for bottom-of-funnel campaigns.
Affinity Audiences
Based on long-term interests rather than active purchase research, building brand awareness earlier in the funnel.
Custom Intent Audiences
You define the segment yourself from your own keywords and competitor URLs, catching keyword-level intent Google's predefined categories may miss.
Optimizing In-Market Audience Campaigns
These four steps are what we apply across in-market audience campaigns for local service and B2B accounts.
Add an In-Market Segment in Observation Mode
Apply the segment as an observation layer first so you can measure performance for 2-3 weeks before adding in-market targeting as a hard filter.
Demographics and Audience Segments
Narrow the segment by overlaying age, household income and homeownership status; a roofing contractor pairing 'Home Improvement' with homeowner demographics sees dramatically better cost-per-lead.
Adjust Bids by Audience Signal Strength
Once you have conversion data, set bid adjustments relative to your baseline and feed the same signals into Performance Max for a conversion-ready starting point.
Custom Intent Audiences
For categories Google's standard segments don't cover well, build a custom intent audience from your highest-converting search terms and competitor URLs, uploaded under Shared Library.
Common Mistakes to Avoid
Avoid
Ignoring in-market audiences on Search
In-market targeting on Search lets you raise bids for users showing both keyword intent and in-market signals simultaneously.
Avoid
Treating all audience types the same
Affinity and in-market audiences need different creative, bids and landing pages. Mixing them without segmentation wastes budget on users who aren't ready to buy.
Audience Signals
Audience signals are data inputs you supply to Smart Bidding and Performance Max so the algorithm learns your best converters faster, shortening the learning period considerably.
Pro tip: Feed Multiply Revenue in-market data into Google Ads as a customer match audience. Google finds similar users and optimizes bids automatically.
How In-Market Audience Targeting Works in a Google Ads Campaign
In-market audiences are Google users the platform classifies as actively looking to buy. The mechanics behind targeting them lets you set smarter bids and write better ads.
How Google Builds an In-Market Audience Segment
Google analyzes billions of signals daily, including search queries, page visits, ad interactions and video views, to identify people likely to convert in a specific category.
Enabling in-market targeting tells Google to prioritize showing your ads to people actively researching your category right now, primed to act.
The Four Behavioral Signals Google Uses to Classify In-Market Users
Google combines multiple behavioral signals over a rolling window to build a purchase-intent score. Here are the four primary inputs.
Search Queries
Repeated queries like 'commercial roof replacement cost' in the same category within a short window feed directly into in-market classification.
Site Visit Patterns
A user who lands on three competitor pricing pages in the same week shows clear intent; Google weighs recency heavily, favoring the past 7-14 days.
YouTube Engagement
Watching product reviews or brand comparison videos is a strong intent signal that Google layers with search data for the full research journey.
Ad Interaction History
Ad clicks in a specific category, combined with subsequent search behavior, help Google refine which segment a user belongs to and how close they are to converting.
Using Display Ads to Reach People Who Are Actively Looking
Display ads paired with in-market targeting reach people across millions of Display Network sites, not just during a search query, so your ads reach a prospect throughout their entire research phase.
The key is matching creative to where the prospect sits in the decision process: educational content early, social proof and a strong offer once they're comparing vendors.
When to Use Display vs. Search for In-Market Targeting
Highest intent moment. Use observation mode to raise bids on in-market searchers.
Reaches people browsing between searches. Great for retargeting within the research window.
Builds brand familiarity early, so your name is top of mind by the final search.
Advanced Audience Segments: Affinity, Demographics and Custom Targeting
Layering affinity and demographics on top of in-market data is what drives campaign performance at every stage.
Interest-Based and Affinity Segments Fill the Top of Funnel
Custom affinity segments, built from your own keywords and URLs, keep your brand visible to buyers earlier in the research phase, before they commit to a category search.
Speak Directly to Your Best Prospects at Every Stage
Match creative to audience stage: awareness content for affinity segments, a clear conversion offer for in-market ones.
Using Intent to Purchase Signals to Build New Audience Lists
Every search, ad click or page visit generates intent-to-purchase data. We extend that same logic beyond Google, tracking publisher networks, review sites and search engines to surface qualified prospects your Google campaigns aren't capturing yet.
How to Boost Sales by Targeting the Right Segments
Combine in-market data with a layered campaign structure: observation mode first, demographics overlaid next, affinity for awareness, then Multiply intent data uploaded as customer match to expand reach beyond Google's native segments.
Affinity Audiences and Google Display Network: Extending Your Reach Beyond In-Market Segments
Multiply Revenue builds audience-first Google Ads strategies around who someone is, what they care about and whether they're ready to buy, producing better click-through rates and lower cost per conversion than keyword targeting alone.
What to Look for in an Intent Data Provider
Not every intent data provider builds purchase intent data the same way. Before you commit budget to a provider, run their offer through these five checks.
Signal source coverage
A provider tracking only one or two signal categories will miss most of the buying committee. More source categories means a fuller picture of who is actively in-market.
Account-level and contact-level resolution
Some providers stop at company-level intent, telling you Acme Corp is showing signals but never saying who at Acme is doing the research. A stronger provider resolves signal down to a named contact.
Refresh cadence
Intent signals decay fast, and a provider refreshing weekly or monthly hands you stale research by the time it reaches your CRM. Get the actual delivery cadence in writing, not a marketing claim.
Integration and enrichment depth
Raw signals are only useful once enriched with verified contact records and pushed into the tools your team works in. Confirm direct CRM integration, not a manual CSV export.
Compliance posture
A provider handling buyer intent data should be able to explain, in plain terms, how they collect signal and what privacy framework governs it. An evasive answer is a red flag.
Multiply Revenue is built around all five checks: broad source coverage, contact-level resolution, daily refresh, direct CRM integration and a documented compliance posture.
Frequently Asked Questions About In-Market Audiences and Buyer Intent Data
This service is part of Multiply Revenue , the complete AI revenue platform for small business.
EXPLORE MULTIPLY REVENUE →Use Intent Data to Reach B2B Buyers Already Showing Intent.
Every day calling cold lists is a day your competitor reaches a shopper already Googling your services. Our buyer intent data tools feed directly into Multiply Revenue with no setup required. Start with a free strategy call and see real sample data.
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