How to Use a Keyword Performance Report to Surface New Prospect Opportunities

Melissa Chong

Want to uncover new Prospect Accounts or Opportunities that may otherwise go unnoticed?

The Keyword Performance Report can do more than measure keyword engagement.

A novel approach is to review accounts that are not yet in your CRM, analyze their keyword behavior, and determine whether their activity signals reflect a genuine buying interest. When done carefully, this process can reveal prospects worth investigating, even if they fall outside your usual ICP.

Here's an example using RevAI for Marketing and Sales Intelligence on a customer call:

In RevAI for Marketing, I pulled up the Keyword Performance report and filtered for accounts marked Not in CRM, by Keyword Group and geography so we were looking at the most relevant segment of traffic. From there, we identified keywords with strong web conversion performance. Focusing on high converting keywords (I selected those above 40%), which made it easier to prioritize accounts showing more meaningful engagement.

During review, one account stood out because it appeared to belong to a vertical the team did not intend to target. The customer said as a matter of fact “We excluded this industry from advertising.”

We looked at the Account Timeline section for the last 90 days and confirmed that no ads had been served to that account. However, the account showed strong intent activity over the previous 90 days and demonstrated interest in specific products on the company website. That distinction was important: even without ad exposure, the account was signaling demand through its behavior.

After the call, a deeper review of likely Buyer Personas helped strengthen the case. Using Sales Intelligence, I reviewed Keywords engagement by location then identified relevant roles that might influence or own the purchase. This made it easier to frame the account as a legitimate prospect rather than an anomaly in the report. The follow-up recommendation was that this could represent a previously unknown opportunity worth evaluating more closely.

Why This Exercise Matters

This method of analysis can be especially valuable for organizations with complex go-to-market motions, including businesses that sell through downstream buyers, distributors, channel partners, or indirect audiences. In those environments, keyword and intent data can surface demand that is not yet reflected in CRM coverage or standard targeting rules. As a result, the report becomes more than a performance snapshot—it becomes a tool for identifying hidden prospect opportunities.

Discuss:

What did you find when you replicated this exercise in your 6sense instance? And what would you do differently today based on the data you found?