Demographic intelligence
How demographic tracking cut wasted audience spend by 12%
Tracking each investor persona beyond the first lead to understand who actually converts.
Persona level tracking
Strongest segment
On weak audiences
The challenge
Lead volume said little about who became a customer.
Audiences that generated plenty of leads were not always the ones that invested. Tracking stopped at the form.
What mattered most
The strategy
Follow each persona past the lead.
I built tracking that showed how each segment behaved after it enquired.
- 01Built advanced demographic tracking for each investor persona.
- 02Analysed audience behaviour beyond the initial lead.
- 03Fed findings back into targeting continuously.
- 04Reduced investment in audiences that did not convert.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Audience intelligence
Budget moved to who converts
Change against the starting position. Reductions shown in green are improvements.
The outcome
A clearer picture of the real customer.
Seven segments are monitored. The strongest converts 7% higher and wasted audience spend fell 12%.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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