Skip to main content

​
When this play fits

The ads play fits when your team already spends money to drive traffic and wants to recover more value from visitors who never convert on the first session. This is often the cleanest starting point for marketing-led teams because it does not require every identified visitor to become a direct outreach record.

​
What this play is trying to do

Instead of treating site traffic as a binary outcome of conversion or no conversion, the ads play treats identified traffic as a better signal for audience-building, prioritization, and retargeting.

​
Good ads use cases

  • Build a tighter retargeting audience from recent high-fit visitors
  • Compare visitors from paid campaigns against visitors from organic or direct traffic
  • Focus spend on visitors who reached pricing, demo, or product pages
  • Exclude low-fit traffic before building follow-up audiences
  • Review which sources are bringing the most valuable visitors

​
A good rollout

  • focus on your highest-value pages or campaigns
  • suppress obvious bad-fit traffic
  • save a focused view for high-fit visitors
  • route that slice into the ad or audience workflow your team already uses
  • compare performance against broader retargeting audiences

​
Why teams like this play

Marketing teams can start with audience quality and campaign relevance before asking sales to change process.
Source, landing page, and fit give your team a better read on which traffic is worth more attention.
You do not need to action every record individually to get value from the product.

​
Teams that usually use this play

  • paid media teams
  • demand gen teams
  • growth teams
  • agencies managing campaign traffic

​
Best practice

  • do not use broad traffic without filtering
  • do not ignore source quality
  • do not mix very different traffic sources into one audience without reviewing the result