Reach buyers who are actively shopping right now.
Our intent data identifies B2B companies researching your service right now, tracked across search engines, review platforms, competitor sites and publisher networks. Verified decision-maker contacts delivered every morning. Pair with our AI Sales Agent to automate outreach the moment a buying signal fires.
✓ Verified contacts · ✓ Behavior tracked daily · ✓ US + Canada coverage
What Are In-Market Audiences?
In-market audiences are groups of consumers or businesses actively researching and comparing products or services in a specific category. Unlike broad demographic targeting, in-market audience segments identify people who are showing real purchase intent signals right now: searching for solutions, visiting competitor sites, reading reviews and downloading comparison guides.
In digital advertising, particularly Google Ads, in-market audiences are pre-built audience segments that Google creates by analyzing user behavior across Search, YouTube, Gmail and the Display Network. When someone's recent activity suggests they're ready to buy in a category like "Business Services" or "Home Improvement," Google places them in the corresponding in-market audience segment. Advertisers can then target these in-market users directly.
At Multiply Revenue, we take the in-market audiences concept beyond advertising. We identify in-market buyers across our own monitoring network of publisher sites, review platforms and search activity trackers, then match those buyers to verified contact records. The result is a daily list of prospects who are actively in the market for your services, complete with direct phone numbers and emails, so your sales team can reach them before your competitors do.
In-Market Audiences in Google Ads
Google's in-market audience segments let you target users who are actively researching your product category. Layer them 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
Beyond ads, in-market audience data powers direct sales outreach. Instead of cold calling random lists, your team calls people already Googling your services. Connect rates run far higher because you're reaching 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.
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Calling someone who searched for your service three months ago is no different from a cold call. The window of opportunity, when a prospect is actively comparing options, is measured in days not weeks. Static lists miss that window entirely. Intent data surfaces which companies are showing purchase intent right now so every dial goes to someone actively researching your category this morning.
You're Calling the Wrong People
Even the best sales script fails when you are talking to someone who has no current need.
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Most outbound teams play a volume game: call enough people and eventually someone will be interested. The math is brutal: if only two to three percent of any list is actively in market at a given time, you are wasting 97% of your team's effort on the wrong people. That is not a training problem. It is a data problem. When you use intent data instead of random lists, you are not calling more people. You are calling B2B companies at the exact moment they are evaluating options. Connect rates improve, conversations are warmer and deals close faster.
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: Googling, browsing, comparing, filling out forms.
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Modern online consumers conduct their shopping across dozens of touchpoints, from desktop research sessions to late-night mobile devices browsing to ecommerce marketplace comparisons. Our network spans search engines, publisher sites, review platforms and trade publications. When someone's online shopping behavior matches your service category, we flag them as an in market prospect and begin building their behavioral profile. This happens 24 hours a day, 7 days a week, so no active shopper slips through undetected.
Intent Scoring Across All Types of Intent Data
Each prospect gets an activity score based on how actively they've been searching and engaging.
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We analyze all different types of intent data: first-party intent data from your own web properties, second-party intent from partner networks and third-party intent data from publisher ecosystems. Multiple intent signals compound the score. A prospect who Googled your service, visited a competitor site and downloaded a comparison guide in the same week scores near 90+. High scores mean ready to buy right now. Your team focuses on the highest scores first for the best B2B sales conversion rates.
Prospect Matching
We match active shoppers to verified contact records (name, title, direct phone and email) so your team reaches the right person, not a gatekeeper.
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Our database contains decision-maker contacts across millions of businesses, continuously verified and updated. When a shopping signal fires, we don't just tell you a company is in the market. We tell you who specifically to call, with the contact information already in hand.
Delivery to Your Team
Your in market audience list lands in your hands every morning via web dashboard, CRM sync (Salesforce, HubSpot, Pipedrive) or CSV export.
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Your team starts reaching out the same day. The data includes the prospect's name, title, company, phone, email and the specific buying signals that triggered their inclusion, so your reps can open every conversation with context. No more generic cold calls. Every outreach is relevant, timely and informed.
The 8 Types of Intent Data and Intent Signals That Identify B2B Buyers Ready to Act
B2B companies reveal their buying intent across many intent topics and channels. First-party intent data, third-party intent data and second-party intent signals all tell a different part of the story. We track all eight signal types, covering intent topics from search queries to competitor research, so you can reach decision-makers who are actively showing intent and ready to engage your sales outreach before anyone else reaches them.
Real-Time Buyer Intent Signals
Our network monitors behavioral signals across search engines, review sites, competitor pages, ecommerce marketplaces and publisher networks. We track online shopping behavior including product research, price comparisons and purchase-intent searches across all major retail and service categories. Every signal is scored, matched and delivered to your team before your competitor even knows the prospect is searching. This is not a static database. It is a live feed of online shoppers right in the middle of their buying journey.
signals daily
Google Search Activity
When a prospect searches for keywords directly related to your product or service category, that search activity is the strongest early-stage shopping signal available. We capture query patterns to identify active research phases.
Website Visit Patterns
Repeated visits to competitor websites, pricing pages or service comparison tools indicate a prospect deep in evaluation mode. We track visit activity and cross-reference against our contact database.
Content Downloads
Downloading a whitepaper, buyer's guide, ROI calculator or case study signals serious purchase consideration. These interactions mirror online shopping behavior seen in ecommerce. A shopper who downloads a comparison guide is as close to an online purchase as a B2B prospect gets. These gated content interactions are among the strongest shopping signals and are scored heavily.
Form Submissions
Contact form fills, demo requests and free trial sign-ups on competitor or adjacent sites are the strongest in market signals available. These indicate a prospect already deep in vendor selection mode, actively comparing and ready to commit.
Social Media Activity
Engagement with LinkedIn posts about industry solutions, following competitor brand pages, joining industry groups, all contribute to a prospect's shopping signals profile.
Competitor Research
When a prospect visits a competitor's site multiple times in a short window, reviews their pricing or reads their case studies, the shopping signal is clear: they are evaluating options.
Review Site Visits
Activity on G2, Capterra, Trustpilot, Google Reviews and Yelp indicates late-stage buying behavior. Prospects checking reviews are typically well into their decision process.
Trade Publication Reads and Intent Topics
Consistent readership of industry trade publications, newsletters and association content shows category interest across specific intent topics. This online shopping behavior, consuming category content before making a purchase, mirrors how online consumers research major purchases. Combined with other types of intent signals, this helps refine shopper scoring for niche B2B verticals and surfaces companies showing intent before they contact any vendor.
Leveraging Buyer Intent Data in Google Ads to Boost Sales and B2B Marketing Results
Using buyer intent data in Google Ads or feeding it into your outbound sales motion both follow the same principle: use intent data to reach online consumers showing purchase intent before they commit to a competitor. Google's in-market segments are built on online shopping behavior signals, the same signals that power our proprietary intent data. These four best practices for B2B marketing teams separate the campaigns that generate pipeline from the ones that just spend budget.
Layer In-Market Segments Over Your Ad Groups
In Google Ads, apply in-market audience targeting as an observation layer on every ad group before adding it as a targeting layer.
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This lets you see how in-market segments perform against your existing audience and raise bids for users who are already showing strong purchase signals, without narrowing your reach prematurely.
Combine with Affinity Audiences for Full Funnel Coverage
Affinity audiences capture users by long-term interest categories while in-market segments target users who are ready to buy right now.
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Running both audience types in your Google Ads account simultaneously gives you full funnel coverage: affinity audiences build brand awareness earlier in the journey while in-market audiences close the deal at the bottom.
Use Demographics to Refine Each Audience Segment
Google Ads audiences become significantly more precise when you overlay demographics such as age range, household income and parental status on top of your in-market segment.
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A roofing contractor targeting homeowners gets far better results by combining the 'Home & Garden' in-market segment with demographics filtering for homeowners aged 35-65 in target zip codes.
Activate Custom Intent Audiences for Keyword-Level Precision
Custom intent audiences let you build an audience segment from the exact search queries and URLs relevant to your business rather than relying on Google's predefined categories.
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Upload your highest-converting keywords and competitor URLs to create a custom intent audience that captures online shoppers who are ready to buy based on your own first-party data, not just Google's inferred categories. This approach is especially effective for reaching online consumers already deep in their shopping experience.
The Future of B2B Intent Data and First-Party Intent Data Strategies
The Future of In-Market Targeting
The future of in-market targeting is moving toward unified cross-channel audience types, AI-driven audience segmentation and deeper integration of first-party intent data. Intent signals are becoming the dominant targeting primitive across every major ad platform. Online shopping behavior data, the same signals that power ecommerce personalization, is now the core input for B2B targeting as well. The B2B companies that build buyer intent data infrastructure today, combining first-party intent data with third-party intent data sources, will have an insurmountable advantage as privacy regulations eliminate third-party cookie targeting across all channels.
AI-Powered Audience Signals
Google's Performance Max campaigns already use audience signals to guide Smart Bidding toward your best converters. As machine learning models improve, in-market audience data will feed directly into automated bidding strategies, compressing the time between a user's first search signal and your first contact attempt.
Cross-Channel In-Market Targeting
The future of in-market audience campaigns is unified targeting across search, display, YouTube and CTV. Rather than managing separate in-market segments per channel, advertisers will deploy a single audience profile that follows a buyer across every touchpoint they use during their research phase.
First-Party Data Integration
As third-party cookies phase out, the most durable in-market audience strategy combines first-party CRM data with Google's audience signals. Uploading your customer match lists to Google Ads and using them to seed in-market lookalikes gives you a targeting foundation that survives any privacy regulation change.
Buyer Intent Data as an Intent Data Provider vs. Cold Contact Lists
Cold contact lists have the same problem as fishing in an empty lake. You're burning effort with no signal about where buyers actually are. Meanwhile, online consumers are leaving clear online shopping behavior signals (search activity, marketplace visits, competitor research) that tell you exactly who is ready to buy. In Market Audience data puts you in front of online shoppers actively Googling your services and filling out forms right now. The numbers tell the story.
In Market Audience data is built to generate higher response rates than cold contact lists 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 actively Googling storm damage repair over a 30-day period. Their team called each homeowner within 24 hours of the buying signal being detected. In this scenario they booked 102 on-site estimates, a 12% conversion rate compared to their previous 2.3% rate on cold list outreach, roughly a 5.2x improvement from switching data sources alone. Numbers shown are illustrative of the process, not a published client 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, from sales outreach to Google Ads, but all see the same core advantage: they can analyze buyer intent and reach decision-makers during the buyer journey when conversion probability is highest. 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 who use In Market Audience data for prospecting consistently outperform those relying on static contact lists.
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Instead of blindly dialing names from a spreadsheet, your SDRs get a prioritized daily call list where every prospect has been actively Googling your service in the last 24-48 hours. Call connect rates improve dramatically. Prospects are already in the buying journey, making them far more receptive to a conversation. Teams that switch to in market signal based prospecting typically see their booked-meeting rate climb sharply within the first couple of months, because every prospect is already in the buying journey rather than cold.
For Account Executives
Enter every conversation with context.
Account Executives close deals faster when they walk into a conversation already knowing what the prospect has been researching.
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Our In Market Audience data tells you whether a prospect has been comparing your competitors, reading about a specific pain point or evaluating pricing. That context transforms your discovery call from generic interrogation into a focused, relevant dialogue. AEs using In Market Audience data consistently report shortened sales cycles and higher close rates because they can align their pitch to exactly what the prospect is already thinking about.
For B2B Marketing Teams
Stop guessing. Use intent data to optimize campaigns for buyers in motion.
B2B marketing teams traditionally struggle with the gap between audience targeting and actual purchase readiness.
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Our buyer intent data closes that gap permanently. The same online shopping behavior signals that ecommerce marketplaces use to personalize product recommendations can now power your B2B outreach. Feed activity-scored prospect lists into your Google Ads account to build audiences that only include companies showing intent right now. Then optimize bids for each audience segment based on real intent signals. Use the same data to trigger personalized sales outreach at the exact moment a prospect starts Googling your category. When your B2B marketing campaigns only reach online consumers actively showing buyer intent signals, your cost per qualified opportunity drops dramatically while conversion rates improve across every channel.
Buyer Intent Data and B2B Intent Signals by Industry
Every industry has a unique way people search and signal buying intent online. We've built industry-specific signal libraries so the in market audience data you receive is precisely calibrated to your buyer's actual research behavior, not a generic contact list pulled from an old database.
Roofing
Homeowners searching for roofing contractors following storm events, age-related replacement or after viewing a neighbor's roof work are actively in market right now. We track searches like 'roof replacement cost near me,' visits to local roofing company websites and activity on home insurance claim portals, giving roofing contractors a daily list of homeowners ready for an estimate.
HVAC
Our In Market Audience data captures homeowners and facility managers actively Googling HVAC system replacement, seasonal maintenance or emergency repair. Buying signals include searches for brand comparisons, service area lookups and visits to energy efficiency guides. HVAC companies using our data report filling their scheduling calendar weeks in advance.
Solar
Solar purchase decisions involve significant research over multiple weeks. Our In Market Audience data tracks the entire solar buying journey, from initial 'is solar worth it?' searches to ROI calculator usage, utility bill analysis tool visits and competitor quote request pages. Solar installers get a ranked list of homeowners actively in market.
Real Estate
Our In Market Audience data targets property investors, commercial buyers and residential movers at the exact moment they begin their search. We capture buying signals from property search platforms, mortgage calculator usage, school district research and neighborhood comparison sites.
Legal
Our In Market Audience data identifies business owners and individuals actively Googling attorneys. Active buying signals include searches for practice area keywords, visits to attorney comparison sites like Avvo or FindLaw and activity on legal document creation platforms.
Insurance
Our In Market Audience data captures individuals and business owners actively comparing coverage options, requesting quotes or reviewing policy renewal alternatives. Insurance brokers and carriers who use our in market signals report significantly higher quote acceptance rates compared to cold outreach campaigns.
Dental
Our In Market Audience data identifies new residents, families switching providers and individuals seeking specialist referrals. We monitor searches for dentists in specific zip codes, visits to patient review platforms, appointment booking research and dental insurance lookup activity.
How In-Market Audiences Work in Google Ads
In-market audience targeting is the most direct way to reach users who are ready to buy in digital advertising. Understanding how Google builds audience segments from consumer behaviour signals and how in-market targeting differs from affinity audiences and custom intent audiences, is the foundation of any profitable Google Ads account strategy.
What Are In-Market Audiences?
In-market audiences are audience segments created by Google Ads using consumer behaviour data collected across Google properties: Search, YouTube, Gmail and the Google Display Network. Google analyzes recent search queries, page visits, ad clicks and purchase-related activity to classify users into categories based on what they are actively researching right now.
A user who searches "commercial HVAC replacement cost," visits three HVAC contractor websites and watches an energy efficiency video on YouTube is placed into Google's HVAC in-market audience segment. That user is showing audience signals that indicate active purchase research. When you add that in-market audience segment to your ad group, Google reaches that user while they are still in-market and open to vendor selection. The key distinction from audience types like affinity audiences is recency: in-market audiences work because the consumer behaviour signals are fresh.
Affinity Audiences vs In-Market Audiences
Google Ads offers three core audience types for targeting users based on interests and purchase intent. Understanding the difference between affinity audiences vs in-market audiences is the foundation of audience segmentation strategy. Each audience type serves a different stage of the buyer journey and a different goal in your digital advertising strategy.
In-Market Audiences
Built from recent consumer behaviour signals across Google properties. Users in an in-market audience segment are actively comparing options and ready to buy right now. Best for bottom-of-funnel conversion campaigns where reaching users who are ready to buy is the primary goal.
Affinity Audiences
Based on long-term interests and lifestyle patterns rather than active purchase research. Affinity audiences build brand awareness earlier in the funnel by reaching users who have a sustained interest in a category. Pair them with in-market audience campaigns for full funnel digital advertising coverage.
Custom Intent Audiences
You define the audience segment yourself by uploading exact keywords and competitor URLs relevant to your business. Custom intent audiences capture users showing keyword-level purchase intent that Google's predefined in-market categories may miss, making them ideal for niche B2B verticals and specialized service providers.
Optimizing In-Market Audience Campaigns
Optimizing in-market audience campaigns inside your Google Ads account requires a structured approach to audience segmentation, bid strategy and audience signal quality. Proper market segmentation, overlaying demographics and audience segments over each in-market group, is what separates profitable accounts from ones that burn budget. These four steps reflect best practices we apply across in-market audience campaigns for local service and B2B accounts.
Add an In-Market Segment in Observation Mode
Navigate to your ad group in Google Ads, open the Audiences tab and search Google's in-market audience library for segments matching your service category.
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Apply the segment as an observation layer first so you can measure performance without restricting reach. Run in observation mode for 2-3 weeks before adding in-market targeting as a hard filter.
Demographics and Audience Segments
Narrow your in-market audience segment by overlaying demographics such as age, household income and homeownership status.
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A roofing contractor combining the 'Home Improvement' in-market segment with homeowner demographics in target zip codes sees dramatically better cost-per-lead than running the segment without demographic filtering. Audience segmentation at this level, splitting your in-market group by demography and consumer behaviour patterns, is what separates profitable campaigns from budget-burning ones.
Adjust Bids by Audience Signal Strength
Once you have conversion data, set bid adjustments for your in-market audience segment relative to your baseline.
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Users showing strong in-market audience signals typically convert at a meaningfully higher rate than non-audience traffic, which can justify a bid increase for in-market segments. Feed these same audience signals into Performance Max campaigns to give Google's Smart Bidding a conversion-ready starting point.
Custom Intent Audiences
For categories not well-covered by Google's standard in-market segments, build custom intent audiences using your highest-converting search terms and competitor URLs.
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Upload the list to your Google Ads account under Shared Library and apply it to Display or YouTube campaigns. Custom intent audiences are a powerful audience type because they let you define your own audience segment from the exact digital advertising keywords your buyers use, rather than relying on Google's predefined in-market categories. Custom intent audiences based on real buyer search behaviour consistently outperform predefined segments for specialized B2B services.
Common Mistakes to Avoid
Avoid
Jumping to targeting mode too soon
Run in observation mode for 2-3 weeks before restricting reach to your in-market audience segment.
Avoid
Skipping demographic overlays
Layer demographics over your audience segment. An unfiltered in-market segment is far less precise than one narrowed by age, income and homeownership.
Avoid
Ignoring in-market audiences on Search
In-market targeting on Search campaigns lets you raise bids for users showing both keyword intent and in-market audience signals simultaneously.
Avoid
Treating all audience types the same
Affinity audiences and in-market audiences need different creative, bids and landing pages. Mixing them without segmentation wastes budget on users who are not ready to buy.
Audience Signals
Audience signals are data inputs you supply to Google's Smart Bidding and Performance Max campaigns so the algorithm learns who your best converters are faster. When you add strong in-market audience data as audience signals, you can shorten the learning period considerably in most accounts. Strong audience signals that match your actual customer demographics and consumer behaviour patterns let Google perform accurate audience segmentation from day one rather than spending weeks learning through trial and error.
Pro tip: Feed Multiply Revenue in-market data directly into Google Ads as a customer match audience. You supply the contacts showing real purchase intent; Google finds similar users and optimizes bids automatically. This bridges proprietary intent data with Google's machine learning for conversion rates that neither approach achieves alone.
How In-Market Audience Targeting Works in a Google Ads Campaign
In-market audiences are groups of google users that the platform has classified as actively looking to buy based on recent behavior. Understanding the mechanics behind targeting in-market audiences lets you set smarter bids, write better ads and reach people who are actively in the decision window, not just broadly interested in your category.
How Google Builds an In-Market Audience Segment
In-market audiences are groups of people Google identifies as likely to convert in a specific product or service category. Google analyzes billions of signals daily including search queries, page visits, ad interactions and video views to determine who is actively looking and close to making a purchase decision.
When you enable targeting in-market audiences inside a Google Ads campaign, you are telling Google to ensure your ads reach users whose behavior matches active purchase research. The system evaluates every impression opportunity and prioritizes showing your display ads and search ads to people who are actively researching your category right now.
The practical result is higher conversion rates from the same ad spend. You speak directly to prospects who already understand they have a need. Your message lands when they are primed to act, not when they are casually browsing. This is why properly configured in-market audience campaigns consistently outperform campaigns running without audience targeting layers.
The Four Behavioral Signals Google Uses to Classify In-Market Users
Google does not rely on a single data point to determine if someone is likely to convert. It combines multiple behavioral signals over a rolling window to build a purchase-intent score for each user. Here are the four primary inputs that feed targeting in-market audiences across a Google Ads campaign.
Search Queries
Google tracks every search a user runs across Search and Shopping. When someone runs queries like 'commercial roof replacement cost' or 'HVAC contractor reviews near me,' those searches feed directly into in-market audience classification. Repeated searches in the same category within a short window signal active buying research.
Site Visit Patterns
Visits to category-relevant pages across the Google Display Network tell Google a user is comparison shopping. A user who lands on three competitor pricing pages in the same week is showing clear intent to purchase. Google weighs recency heavily: visits in the past 7-14 days count far more than older activity.
YouTube Engagement
Watching product reviews, how-to guides or brand comparison videos on YouTube is a strong purchase intent signal. Google layers YouTube engagement with search data so in-market audience segments reflect the full research journey, not just isolated searches.
Ad Interaction History
Users who have clicked ads in a specific category signal that they are actively evaluating options. These ad click patterns, combined with subsequent search behavior, help Google refine which in-market 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 audience targeting let you reach people who are actively looking across millions of websites in the Google Display Network, not just during a search query. A prospect researching roofing contractors might not search Google every hour, but they will browse news sites, read industry blogs and scroll through content all day. Display ads with in-market targeting ensure your ads reach them throughout that entire research phase.
The key to profitable display ads with in-market targeting is matching your creative to where people who are actively looking sit in the decision process. Someone who just started researching needs educational content. Someone actively comparing vendors needs social proof and a strong offer. Ensure your ads speak directly to what the prospect is thinking at that moment. That message alignment is what makes in-market display campaigns convert where generic display campaigns fail.
When to Use Display vs. Search for In-Market Targeting
User is actively querying. Highest intent moment. Use observation mode to raise bids on in-market searchers.
User is browsing between searches. Reach people who are actively looking but not mid-query. Great for retargeting within the research window.
User is watching research content. Builds brand familiarity early so when they run the final search, your name is already top of mind.
Advanced Audience Segments: Affinity, Demographics and Custom Targeting
Reaching potential customers with in-market data alone is a strong start. Layering affinity segments, custom affinity and detailed demographics on top of your ad campaigns is what drives best-in-class campaign performance. These advanced audience targeting strategies help you optimize your campaigns, boost sales by targeting the right segments and use data to target people with intent to purchase at every stage of the buyer journey.
Optimize Your Campaigns with Intent-Layered Targeting
Stacking in-market audiences with interest-based affinity segments and detailed demographics gives your ad campaigns a precision advantage that broad targeting cannot match.
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Each layer narrows the potential customers your ads reach to people whose profile, interests and current behavior all align with your offer. The result is lower cost per acquisition across every campaign type.
Detailed Demographics Build Smarter Audience Segments
Detailed demographics in Google Ads let you filter your in-market audience by homeownership status, parental status, marital status, education level and household income.
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A new audience defined by combining an in-market segment with these demographic filters is dramatically more qualified than the raw in-market pool. For local service businesses especially, layering demographics over in-market data separates high-value potential customers from budget-wasting impressions.
Interest-Based and Affinity Segments Fill the Top of Funnel
Not every potential customer is actively searching today. Interest-based targeting and custom affinity segments let your ad campaigns stay visible to buyers earlier in the research phase, before they commit to a category search.
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Custom affinity audiences are built from your own keyword lists and URLs, so they match your specific buyer profile far better than Google's predefined affinity groups. Run affinity at the top and in-market at the bottom to cover the full buyer journey.
Speak Directly to Your Best Prospects at Every Stage
The goal of advanced audience segmentation is to speak directly to the right person with the right message at the right moment.
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A user in a custom affinity segment needs awareness-stage creative. A user in an in-market segment needs conversion-stage creative with a clear offer. Ensure your ads match the audience stage: running a brand-story ad to someone who is already comparing prices wastes the opportunity. Matching message to audience intent is how you optimize your campaigns for maximum return.
Using Intent to Purchase Signals to Build New Audience Lists
Every time a user searches, clicks an ad or visits a relevant page, they are generating intent to purchase data. Google uses this data to target people showing active buying behavior inside your audience segments. At Multiply Revenue, we extend this same logic beyond Google: we use data to target people across publisher networks, review sites and search engines to surface in-market audiences are highly qualified prospects that your Google campaigns may not be capturing yet.
How to Boost Sales by Targeting the Right Segments
The fastest way to boost sales by targeting the right audience segments is to combine in-market audiences are highly qualified data with layered campaign structure. Here is the framework our clients use to optimize campaign performance across every ad format.
Layer in-market over all active ad campaigns
Start in observation mode so you gather campaign performance data without restricting reach. After 2-3 weeks, in-market segments that outperform your baseline get a bid uplift.
Add detailed demographics to each audience segment
Overlay homeownership, household income and age on top of your in-market segment. This narrows potential customers to those who match your actual buyer profile.
Run affinity segments as an awareness layer
Custom affinity built from your top keywords keeps your brand visible to interest-based audiences before they enter active purchase research.
Feed Multiply intent data to expand reach
Upload our in-market audience lists as customer match. Google finds similar users and automatically expands your campaign performance beyond what Google's native segments cover.
Affinity Audiences and Google Display Network: Extending Your Reach Beyond In-Market Segments
In-market audiences work alongside affinity audiences on the Google Display Network to give your ad campaigns full-funnel coverage. Affinity audiences target people by long-term interests and lifestyle, reaching users who have a consistent pattern of behavior around a topic. In-market audiences target people who are actively researching and ready to buy right now. Using both audience types in the same campaign lets you reach people at different stages of the decision journey, building familiarity early and converting intent at the bottom. Ad campaigns that layer in-market audience targeting on top of affinity audience segments report higher conversion rates because the audience intersection captures people who both care about the category and are actively looking to purchase.
Targeting in-market audiences becomes more powerful when combined with demographic filters like age, income bracket and homeownership status. A roofing company running Google Display Network campaigns can layer in-market audiences for home improvement with demographic targeting for homeowners over 35, reaching people who are both likely to need the service and ready to buy right now. This audience precision reduces wasted impressions and improves return on ad spend across all ad campaigns. Demographics are not a replacement for intent signals but they sharpen the targeting so your budget reaches the segment of the in-market pool that best matches your ideal customer profile.
Multiply Revenue builds audience-first Google Ads strategies that use in-market audience data, affinity segments and demographic signals together. Rather than relying on keyword targeting alone, we structure every campaign around the intersection of who someone is, what they care about and whether they are ready to buy. This approach means every campaign reaches people with both the intent signal and the profile fit, producing better click-through rates and lower cost per conversion than broad keyword targeting alone.
Frequently Asked Questions About In-Market Audiences and Buyer Intent Data
This service is part of Revenue Pilot , the complete AI revenue platform for small business.
EXPLORE REVENUE PILOT →Use Intent Data to Reach B2B Buyers Already Showing Intent.
Every day you spend calling cold lists is a day your competitor reaches an online shopper already Googling your services and filling out forms. Online consumers move through their shopping experience fast, from first search to purchase decision in days, not weeks. Our buyer intent data tools track online shopping behavior across thousands of sources to identify B2B companies during the buyer journey and boost sales before anyone else reaches them. This data feeds directly into Revenue Pilot , no setup required. Feed these signals into our Revenue Sales Platform and your entire sales process runs automatically. Start with a free strategy call and see real sample intent data for your industry.
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