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US paid campaigns are expensive, and most of that expense goes toward people who are nowhere near a purchase decision — broad audiences, generic keywords, and landing pages that were built for brand awareness rather than conversion. High-intent lead generation is the structural correction: start with the in-market buyer, build backwards to the campaign.
You have a defined ICP — a specific company size, tech stack, industry vertical, or job title that your product was built for. Your current paid campaigns generate trial signups and demo requests, but a large proportion of them fall outside that ICP, which means your sales team's time is consumed by leads that will never close. Intent-based targeting layers job-title audiences, company-type signals, and commercial search terms to reach the buyer profile that actually converts — before they land in your CRM.
You sell high-value services — legal, financial, consulting, marketing — where a single closed client justifies significant acquisition cost. Your current campaigns generate leads, but close rates are low because the people filling out your forms are not yet at the point of making a hiring decision. They are researching, gathering information, and will take months to move forward. High-intent targeting concentrates your spend on the segment of that audience that is actively evaluating firms to hire.
You operate in a specific geography and your revenue depends on booked jobs. Your Google Local Service Ads and Search campaigns are generating calls, but a large share of those calls are price-shopping leads who take three estimates and choose the cheapest option. Intent-based campaign architecture separates the buyer looking for the cheapest option from the buyer who searched for a specific service type with urgency — the one willing to pay for quality and availability.
Broad audience targeting on Meta and YouTube pulls from the top of the funnel — people who match demographic or interest profiles but have not yet entered an active buying process. For direct lead generation, this produces high click volumes and low conversion rates. The cost-per-click is often lower, which makes it feel efficient, but cost-per-qualified-lead is typically three to five times higher than intent-based alternatives.
Short-tail keywords with high search volume — "CRM software," "marketing consultant," "HVAC service" — attract a fully mixed audience where the ratio of in-market buyers to early-stage researchers is unfavorable and expensive. US CPC rates on these terms are high because they are bid on by every competitor at every budget level. Intent-based keyword strategy moves focus to longer-tail commercial and transactional terms where conversion probability is higher and competition is less saturated.
In the US B2B and SaaS market specifically, the disconnect between an ad that targets a specific buyer persona and a landing page that speaks generically to all visitors is a major conversion killer. A VP of Operations at a 200-person logistics company who clicks a highly targeted ad and lands on a generic product homepage does not convert — because nothing on that page reflects the specific problem you claimed to solve for them.
Most US businesses running paid campaigns have some form of CRM in place, but the connection between paid campaign data and closed-revenue outcomes is frequently broken or approximate. Without closed-loop attribution from ad click to CRM stage to closed deal, campaign optimisation is driven by lead volume rather than revenue quality — which is precisely how campaigns end up filling the pipeline with the wrong leads.
We audit your current Google Ads and Meta campaigns against US search demand data for your category — identifying high-intent keyword clusters, evaluating audience targeting against your ICP definition, and documenting where budget is currently generating awareness-stage traffic versus in-market buyers. The audit takes five days and delivers a written findings report with prioritised recommendations and estimated opportunity size.
We build a three-tier keyword architecture — transactional, commercial investigation, and provider comparison — mapped to your ICP's specific search behaviour. This includes long-tail keyword clusters that carry strong commercial intent but low competition, negative keyword lists that prevent ICP drift, and intent-score weighting that guides bid strategy across tiers.
We produce an ICP-specific landing page brief for each primary intent tier — specifying the positioning angle, proof elements that resonate with that buyer profile, pricing transparency approach, and CTA structure that moves a ready-to-buy US buyer to a next step. For B2B and SaaS, this includes guidance on demo vs. trial vs. consultation offer framing based on your sales motion.
We design a campaign architecture that separates intent tiers and ICP segments into distinct campaigns, with messaging, landing pages, and bidding calibrated to each. For B2B campaigns, this includes LinkedIn audience layering recommendations that complement Google Search intent targeting with job-title and company-size signals.
We audit your existing conversion setup and implement or repair tracking across Google Ads, Meta, LinkedIn, and your CRM — building a closed-loop attribution path from ad click to pipeline stage to closed revenue. This includes setting up offline conversion imports where CRM-to-platform integrations are needed, ensuring that campaign optimisation is driven by revenue signals rather than lead form submissions alone.
ICP-level targeting means structuring campaigns around the specific attributes of your ideal customer profile — job title, company size, industry, tech stack, or search behaviour — rather than broad demographic or interest categories. When targeting is aligned to ICP attributes, the leads that enter your pipeline are more likely to fit the profile of companies that buy your product, which reduces time-to-close and increases close rate without changing your sales process.
The attribution gap typically exists because paid platform data and CRM data live in separate systems with no automated connection. We close it by implementing offline conversion imports — a method of sending closed-won CRM events back to Google Ads and Meta as conversion signals, so the platforms can optimise toward buyers who actually closed rather than leads who submitted a form. For Salesforce, HubSpot, and most major US CRMs, this integration is well-documented and implementable without custom development.
Yes — intent-based targeting works for PLG companies, but the conversion event and ICP definition look different. Rather than optimising for demo requests, PLG campaigns optimise for trial signups from users matching specific ICP criteria, with intent-tiered keywords targeting people actively searching for the category of solution your product solves. The audit identifies which keyword clusters attract ICP-fit trial users versus high-churn signups who convert briefly and disengage.
LinkedIn audience targeting — by job title, seniority, company size, and industry — is the most precise ICP-matching tool available in paid advertising, but LinkedIn CPCs are high and the platform reaches passive audiences. Google Search captures the same ICP at the moment they are actively searching. The most effective B2B paid strategy uses both: Google Search for active intent capture, LinkedIn for ICP-matched follow-up and retargeting. The audit determines the right role for each platform based on your ICP and budget.
The intent audit is a strategy layer that sits above execution. Many clients use the audit output to brief their current paid media partner, providing a strategic direction that existing management can implement. If your current campaigns are generating volume but not ICP-fit leads, the problem is typically strategic — not executional — and a fresh audit from outside the existing team is the most effective way to identify it.
Not a black box. Real specialists you can call, with their names on the work.
The intent audit maps US search demand for your category against your ICP definition, identifies the disconnect between your current targeting and in-market buyer behaviour, and produces a campaign brief built around commercial and transactional intent. It includes CRM attribution guidance and is ready for immediate implementation. No retainer required.
5-day audit · Intent review + campaign brief · No retainer required
Ignited Nepal
Growth engineering · replies within 1 business day
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