6sense Segments for Google Ads - Use Case 1

Hi all,

I wanted to highlight some exciting results from utilizing our new 6sense Segments to Google Ads integration. For a refresher on how this works, check out this article in the KB - https://support.6sense.com/knowledge-base/8899607551763-6sense-segments-for-google-ads-beta/.

As many of you know, we released 6sense Revenue AI for Sales earlier this year and now have a product we take directly to sales leaders. And with that product, we are increasingly competing with other B2B data providers such as ZoomInfo.

For our first test, we've created a segment of 6sense accounts using Technographic filters for technologies such as ZoomInfo, Lusha, etc. All key data providers. That segment was then synced to Google Ads (along with all our contacts in our CRM - first-party data).

With that audience available, we created new ad copy variants targeting keywords such as Sales Intelligence, B2B contact data, etc., focusing on our differentiators from ZoomInfo. Some ad copy changes are subtle, but we wanted to be specific.

If you look above, you can see how we made subtle changes to the ad (URL, photo) and changed the headline to one of our competitive differentiators (unlimited intent topics).

Now, whenever anyone searches for these keywords (Sales Intelligence, B2B contact data, etc), and they are ZoomInfo or other competitor users (in our 6sense segment), they will receive the customized copy.

After running this for a few weeks, we saw a 33% increase in inbound demo requests against this audience! HUGE!

We have a lot of other campaigns running, and I will report back with their results as well.

And in another post, I'll walk through how we use Generative AI to create these ad copy variants in just a few minutes.

Happy Hunting!

Adam Kaiser, VP Growth Marketing - 6sense