AudiencesProspectingMeta
Use case 09
Predictive audiences for prospecting
A model scores who is likely to buy, and that audience is pushed to Google Ads and Meta without recent buyers.
The situation
Lookalikes were built from everyone who had purchased, including one-time buyers with a low-margin order. Prospecting spend followed that mix.
What we implement
A model scores who is likely to buy. The audience is pushed to Google Ads and Meta, and people who bought recently are kept out of prospecting. The score decides who is reached. It does not set the value of a click the campaign already won.
The result
Prospecting is aimed at people who resemble the next customer. Recent buyers stay in retention, outside that spend.