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Reaching people isn't enough on its own. Reaching the right people — the ones most likely to be interested in what you offer, at the moment they're most likely to act — is what makes paid advertising genuinely efficient.
Audience targeting research identifies who those people are. It examines the data, the demographics, the behaviours and the intent signals that define your ideal customer — and translates those findings into targeting parameters that put your ads in front of the people most likely to convert.
Audience targeting research is the process of identifying the specific groups of people most likely to respond to a paid advertising campaign. It examines demographic data, behavioural signals, interest categories and intent indicators to define the targeting parameters — ensuring that ad spend is focused on the audiences with the highest potential to convert.
You need this when you want to build relationships with other businesses, organisations or community groups in your local area as a way of generating referrals, co-marketing opportunities or mutual support. It’s also relevant when you want to establish your business as a respected local employer or community contributor, or when you’re new to an area and need to accelerate the process of becoming a trusted, visible presence.
This service includes the identification of relevant local businesses, organisations and community groups, outreach and relationship development, and the creation of partnership or referral arrangements that benefit both parties. May include co-marketing activity or joint events. Delivered as a structured local partnership programme with a defined outreach plan and review process.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The process of defining who your ads should reach — using a combination of demographic data, behavioural signals, interest categories, keyword intent and custom audience techniques — to ensure your budget is spent on the people most likely to convert.
Search intent audiences, in-market audiences, custom intent audiences based on specific keywords or URLs, lookalike audiences modelled from your customer data, retargeting audiences and demographic or interest-based audiences.
By using platform research tools to model the characteristics of your likely audience, testing broad parameters initially and narrowing based on performance data. Over time, your own conversion data becomes the most valuable input for audience refinement.
B2C targeting typically relies on demographic, interest and behavioural signals available through Meta and Google. B2B targeting is more effective through LinkedIn, where professional attributes — job title, company size, industry — can be used directly.
A lookalike audience is built by uploading your existing customer data to a platform (Meta, Google), which then identifies people who share similar characteristics and behaviours, extending your reach to new people likely to be relevant.
Audiences that are too narrow restrict reach and increase cost. Audiences that are too broad reduce relevance and waste budget. Finding the right audience size for your objectives is a key part of audience strategy.
Yes. Audience exclusions are an important and often underused targeting tool. Excluding existing customers from acquisition campaigns or excluding certain demographics from specific campaigns improves efficiency significantly.
Retargeting serves ads to people who have previously visited your website or engaged with your brand. It’s typically one of the most cost-effective PPC tactics because the audience is already familiar with the brand.
Google Ads primarily targets by intent — what people are actively searching for. Meta Ads targets by profile — who people are and what they’re interested in. Both have roles in a well-rounded strategy.
Through performance data: low click-through rates may indicate poor ad-audience alignment; high bounce rates from ad traffic may indicate the audience is irrelevant; low conversion rates despite good traffic may indicate audience quality or landing page issues.