Performance Agency Ran One Intent Audience Across 6 Channels Simultaneously
A performance agency built a single behavioral intent audience and activated it across six channels at once — creating a coordinated multi-touch presence that dramatically outperformed any single-channel approach they had run before.
The Situation
A performance agency was managing large media budgets across Meta, Google, YouTube, programmatic display, email, and direct mail for a retail client — with no coordination between channels. The same prospect might see irrelevant ads on three channels while being ignored on the two they actually used. There was no unified audience signal tying the channels together.
How It Was Done — Step by Step
Built a Single Unified Intent Audience
The agency built one behavioral intent audience targeting individuals who had researched the client’s product category within the past 14 days. One audience, one pull, one set of contacts — with emails, phone numbers, and physical addresses all appended.
Formatted the Audience for Each Channel’s Requirements
The same contact list was formatted and uploaded to each platform’s custom audience spec: Meta Ads via email hash, Google Ads via customer match, LinkedIn via email list, programmatic display via device ID, email platform via direct upload, and direct mail provider via physical address.
Launched All Six Channels in the Same Week
Rather than staggering the rollout, all six channels went live simultaneously. The prospect experienced the brand as dominant and everywhere — even though the reach was tightly constrained to a single high-intent audience, not a broad media buy.
Coordinated Creative Messaging Across Touchpoints
Each channel carried the same campaign message in its native format — video pre-roll on YouTube, static image on Meta, subject-line-driven email, postcard, display banner, and LinkedIn sponsored post. Different format, same narrative.
Measured Incrementality by Channel Across the Unified Cohort
Because every channel was targeting the same audience, they could measure which channel combinations drove the most lift. Email plus Meta plus direct mail drove the highest conversion rate. Display alone drove almost none. They reallocated budget accordingly.
The Result
A 3.8x improvement in ROAS over the single-channel baseline — driven not by spending more but by coordinating the same dollars across the right channels, hitting the same high-intent audience with a unified message. The audience intelligence was the multiplier.
“We weren’t spending more — we were spending smarter. One audience, six channels, one message. That coordination is what moved the needle.”
Head of Performance — Full-Service Performance Agency
Want Results Like This?
See how Smart Marketer’s data tools could apply to your business.
