Find accounts scaling their marketing
A company that just doubled its ad spend or its organic traffic is growing, and has budget. Find the ones in your ICP while the growth is fresh.
The conversation
Sample accounts and numbers, for illustrationYouFind companies in our ICP whose web traffic, ad spend or search visibility grew in the last 90 days, ranked by the size of the change, with what changed at each and the marketing lead’s name. Exclude customers and open opportunities.
Unify3 checks · SE Ranking, Serpstat, Adyntel and CRM
- Read web traffic, ad spend and search visibility for every company in the ICP audience and kept the ones that moved in the last 90 days.
- Ranked them by the size of the change and read the campaigns and keywords behind it.
- Removed customers and open opportunities found in Salesforce.
Twelve ICP companies grew their marketing this quarter. The three at the top all started something from nothing, which is the sharpest change in the set.
| Company | What changed | Since | Marketing lead |
|---|---|---|---|
| Northwind Labs | Google Ads from zero · 40 keywords | July | Dana Holt · VP Marketing |
| Brightpath | Organic traffic up 62% · 3 new keyword clusters | June | Elena Marsh · Head of Growth |
| Merridian Systems | Meta campaigns, 3 creatives · ad spend up | August | Tara Quinn · Director, Demand Gen |
Growth is read from each company’s own ads, traffic and rankings. The size of the change ranks the list, not the size of the company.
YouSplit them by paid and organic, and tell me what each of the top three is actually pushing.
UnifyTwo are paid, one is organic, and each one is selling something specific. The ads and the keywords say what.
Forty new Google Ads keywords, all around customer support automation. The copy promises a 24-hour setup.
Three Meta creatives for the same mid-market offer, and ad spend up since August.
Organic traffic up 62% on comparison and pricing keywords, so buyers arrive mid-evaluation.
YouWhich of the twelve materially increased their ad spend in the last 60 days, on which platforms, which are losing organic traffic while paid rises, and who owns marketing at each?
UnifyOf the twelve, four raised ad spend by more than half in 60 days. Two of them, Halden and Lumen, are also losing organic traffic this quarter: a marketing team paying for traffic it used to get free.
- 1Northwind Labs · Google Adsfrom zero
- 2Merridian Systems · Meta+140%
- 3Halden Robotics · Google Ads+95%
- 4Lumen Freight · Google and Meta+60%
- Organic down, paid up
- At Halden and Lumen the pair usually means a search problem being covered with budget. The numbers show the pair; the reason behind it is a question for the opener.
- Who to write to
- The owner of marketing, not the media buyer. Each increase is large enough to be a decision someone signed off on.
Paid spend is Adyntel’s estimate from ad activity; organic traffic and rankings come from Serpstat and SE Ranking. Both are read from outside the account, so the opener asks rather than tells.
YouOf the twelve, which show up least in AI answers compared with their competitors, and who runs marketing at each?
UnifyThree of the twelve are close to invisible in AI answers while a direct competitor is cited often. Two of them are the same companies paying for traffic they used to get free.
| Company | Cited in AI answers | Closest competitor | Marketing lead |
|---|---|---|---|
| Halden Robotics | In 4% of category prompts | Cited in 38% | Priya Nair · VP Marketing |
| Lumen Freight | In 6% of category prompts | Cited in 29% | Omar Haddad · Head of Growth |
| Brightpath | In 9%, despite the organic growth | Cited in 41% | Elena Marsh · Head of Growth |
LLM visibility is SE Ranking’s read of how often a domain is cited for the category’s prompts. It is measured from outside the account, so the opener asks about it rather than stating it.
YouDraft the first email to each marketing lead, opening on what they are scaling, and route the owned accounts to their reps.
UnifyThree drafts are in review. Northwind and Merridian go to their owners; Brightpath has no owner and sits in the routing list.
ToDana Holt
SubjectForty new keywords in July
Dana, the new campaigns around support automation started in July, and the 24-hour setup promise is a good one. The question that usually follows is who handles the accounts that arrive from it. Happy to compare notes on that for ten minutes if useful.
- Dana HoltOwner AnaIn review
- Tara QuinnOwner ChrisIn review
- Elena MarshOwner UnassignedRouting list
Set up
- Two drafts routed to owners Northwind and Merridian have owners in Salesforce; the drafts wait in their queues.
- Brightpath flagged for assignment No owner. It sits in the routing list with the traffic change and the keywords attached.
The campaign is the reason to write. The message says what the account is scaling, not that it was watched.
Reading a prospect's marketing, with and without Unify
Growth shows up in their ads and their traffic before it shows up in the news.
| Without Unify | With Unify |
|---|---|
| Growth is guessed from headcount or a funding announcement, months after it started | SE Ranking, Serpstat and Adyntel read web traffic, ad spend, search visibility and ad creative across your whole ICP |
| Checking a company's ad activity means opening an ad library and a traffic tool for one account at a time | Accounts are ranked by what changed in the last 90 days, with the campaigns and keywords behind the change |
| The list is built on firmographics that were true last year and say nothing about momentum | Each account carries the change that put it on the list: the spend, traffic or keyword movement, and when it started |
| The first email opens on your product, because nobody knows what the account is pushing | The first message opens on the campaign they are scaling, and the contact is the person running it |
Start from this prompt
Make it your own in Unify, then review the results.
Find companies in our ICP whose web traffic, ad spend or search visibility grew in the last 90 days, ranked by the size of the change, with what changed at each and the marketing lead's name. Exclude customers and open opportunities.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Paid onlyWhich target accounts started running Meta or Google ads in the last 60 days, and what are they advertising?Try in Unify
- Organic onlyWhich ICP companies grew organic traffic more than 30% this quarter, and which keywords drove it?Try in Unify
- AI visibilityWhich target accounts have low visibility in AI answers compared with their competitors, and who runs marketing at each?Try in Unify
- Paid acquisition risingWhich ICP accounts materially increased their digital ad spend in the last 60 days, on which platforms, and who runs growth at each?Try in Unify
- Organic falling, paid risingWhich target accounts have organic traffic falling while paid investment rises this quarter, and who owns marketing at each?Try in Unify
How it changes by who you sell to
- Software
- Software companies show growth first in paid search and in the keywords they start bidding on. Ask for ICP accounts whose Google Ads activity or keyword bids grew in the last 90 days, for the ones where organic traffic fell at the same time, and for the head of demand gen or growth as the contact.
- Retail and e-commerce
- Retail brands scale Meta and Google campaigns ahead of a season and pull back after it. Ask for brands whose ad spend rose in the last 60 days, read the creative for the product they are pushing, and reach the head of e-commerce, not the media buyer.
- Financial services
- Banks, lenders and insurers grow organic traffic slowly and paid search in bursts around a product launch. Ask for institutions whose search visibility or ad spend moved in the last quarter, and open on the product the new campaigns advertise.
- Professional services
- Firms rarely run paid campaigns, so organic traffic and domain authority are the signals to read. Ask for firms whose organic traffic or top keywords grew in the last 90 days, and address the note to the marketing director or managing partner.
- Media
- Publishers and agencies buy audience, so ad spend growth often means a new client or a new title rather than the company's own growth. Ask Unify to separate agencies from brands, and to read the ad copy for whose product is being sold.
Next in signals and intent
+4Research intentAct on category and comparison researchSomeone reading comparison pages has moved past whether to buy and on to which one.
Hiring audiencesBuild an audience from hiring signalsFind accounts investing in the team you sell to and keep the job evidence with the audience.
+5Daily prioritizationBuild today's prospecting listOpen the day with ten accounts ranked on fit, this week's intent and your own history with them, each with a verified contact, instead of a judgment call about where to start.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
Is this data about my own ads or analytics?
No. SE Ranking, Serpstat and Adyntel report on other companies' marketing: their traffic, ad spend, search rankings and ad creative. Nothing here reads your own ad accounts or your website analytics; that is a different workflow.
What can each source tell me?
SE Ranking covers web traffic, ad spend, LLM visibility and domain data. Serpstat covers organic traffic, domain authority and top keywords. Adyntel covers Meta Ads, Google Ads, ad copy and keyword bids. All three are included with Unify.
Why does growth in marketing make a good account?
A company scaling campaigns or traffic has budget and a number to hit, and the problems that come with volume arrive soon after. The ads and keywords also say what it is selling, so the first message can open on that.
Do I need to set anything up?
No. The three sources are included with Unify, so the prompt runs as written. Connect Salesforce or HubSpot if you want customers and open opportunities excluded automatically.
What does organic falling while paid rises tell me?
That the company is paying for traffic it used to get for free. Serpstat or SE Ranking show the organic decline and Adyntel shows the paid increase, so the account has a budget in motion and a problem you can open on.