Audience research template for paid ads
Name the ICP, the signal, and the channel — so the targeting earns the conversion, not the guess.
- Meta Ads
- Google Ads
- LinkedIn Ads
- Notion
- Google Sheets
Research audiences for our B2B SaaS targeting VP RevOps.
- Pulled the customers240 customers, 80% VP RevOps at 50-200
- Named the ICPVP RevOps, Series B SaaS, 50-200 employees
- Named the signalHiring 12+ in 90 days, raised Series B in 6 months
- Named the channelLinkedIn (ABM), Google (intent), Meta (lookalike)
The research named the ICP (VP RevOps, Series B, 50-200), the signal (12+ hires, Series B in 6 months), and the channel (LinkedIn ABM, Google intent, Meta lookalike). The targeting earned a 6.2% conversion rate, up from 1.4% on the prior audience buy. The template earned the conversion because it named the ICP, not bought the audience.
An audience research template is the research that earns the conversion. It fixes the ICP, the signal, and the channel — so the targeting reads as a target, not a guess. A paid lead who buys the audience earns the guess; an audience research template that names the ICP and the signal earns the conversion and the ROAS.
What is an audience research template?
A reusable research shape for the audience — the ICP, the signal, the channel — that earns the conversion and the ROAS. The template fixes the shape so the targeting reads as a target, not a guess.
Build the research
- ICP named — the one prospect the ad earns
- Signal named — the one behavior the prospect shows
- Channel named — the one platform the ICP earns
Ship the targeting
- Name the ICP, do not buy the audience
- One signal per ICP, not five
- Match the channel to the ICP
What ICP does an audience research template name?
The one prospect the ad earns — the title, the size, the pain — that earns the conversion. The ICP is the part that earns the conversion, because a paid lead who buys the audience earns the guess; a paid lead who names the ICP earns the conversion.
What signal does an audience research template name?
The one behavior the prospect shows — the visit, the search, the engage — that earns the conversion. The signal is the part that earns the conversion, because an ICP without the signal earns the reach and loses the conversion; an ICP with the signal earns the ROAS.
What channel does an audience research template name?
The one platform the ICP earns — the Google, the Meta, the LinkedIn — that earns the conversion. The channel is the part that earns the conversion, because an ICP without the channel earns the signal and loses the reach; an ICP with the channel earns the ROAS.
How the audience research template fits your stack
The agent reads your customer data and the platforms, drafts the ICP, the signal, and the channel, and ships the research. It pairs with the audience optimization and the channel fit assessment templates.
- Meta Ads
- Google Ads
- LinkedIn Ads
- Notion
- Google Sheets
Who uses this audience research template
- Paid leads
- Name the ICP, do not buy the audience.
- Growth marketers
- One signal per ICP, not five.
- Founders
- Match the channel to the ICP.
How to run this audience research template in Metaflow
Pull the customers
The ICP, the signal, the channel.
Name the ICP
Agent names the one prospect.
Name the signal
The one behavior the prospect shows.
Name the channel
The one platform the ICP earns.
What you provide
- Customer data
- Platform data
- Signal data
What you get back
- Audience research
- ICP named
- Signal named
- Channel named
Why use this audience research template?
Names the ICP, does not buy the audience
One signal per ICP, not five
Matches the channel to the ICP
Pairs with the audience optimization and channel fit templates
Audience research template FAQs
How do you research ad audiences?
Name the one ICP, the one signal, and the one channel. The research reads as a target, not a guess, which is why the targeting earns the conversion, not the reach.
What is audience research for ads?
The research that earns the conversion — the ICP, the signal, the channel. A paid lead who buys the audience earns the guess; a paid lead who names the ICP and the signal earns the conversion and the ROAS.
How do you pick the right ad channel?
Name the one channel the ICP earns. An ICP without the channel earns the signal and loses the reach; an ICP with the channel earns the ROAS, because the channel is what earns the conversion.
What makes an audience research convert?
An ICP that earns the conversion, a signal that earns the targeting, and a channel that earns the ROAS. The research that buys earns the guess; the research that names the ICP earns the conversion.
Similar Google Ads and Meta Ads templates
Key takeaways
- Names the ICP, does not buy the audience
- One signal per ICP, not five
- Matches the channel to the ICP