Research & insight
Know exactly who you are selling to, and what makes them buy
A clear map of your real customers, the segments worth your budget, and the words that move each one.
Gap: rivals outranking you on “injury lawyer”, fewer reviews than two of them.
Audience mapping is the work of figuring out who actually buys from you, what they are really trying to solve, and how they decide. Personas turn that into a small set of clear, named profiles your ads, pages and emails can speak to directly. Get this right and every other part of your marketing gets cheaper and sharper.
Most personas are invented in a meeting room and then ignored. I build them from evidence: your own sales and analytics data, what real buyers say in calls and reviews, and the search and ad behaviour that shows demand as it actually is. The result is a working tool, not a slide deck that sits in a folder.
What you get
- A set of three to five core personas, each with goals, objections, buying triggers and the language they use in their own words
- A segment map showing which audiences are worth spending on first, and which to ignore for now
- The messaging angles that land with each segment, ready to drop into ads, landing pages and email
- Where each audience actually is: the channels, search terms and platforms where they pay attention
- A one-page profile of your highest-value customer, so the whole business agrees on who you are for
- Targeting notes you can paste straight into Google Ads and Meta Ads audience setup
How I do it
- 01
Pull the evidence you already have
I start with your real data: GA4 (Google Analytics 4) behaviour, past ad performance, CRM (customer relationship management) records, sales notes and reviews, so personas reflect who buys.
- 02
Listen to real buyers
I read reviews, support threads and sales calls, and where useful run short interviews or a survey, to capture the words customers use and the objections that stall a sale.
- 03
Map demand in the market
I look at search volume, the terms people use, and how competitors talk, so the segments match real, sizeable demand rather than a hunch.
- 04
Build the personas and segments
I turn the evidence into a small number of clear personas and rank the segments by value and reachability, so you know exactly where to point the budget first.
- 05
Translate it into messaging and targeting
Each persona comes with the angles, hooks and proof that move them, plus targeting notes ready for your ad accounts, so the work is usable the day you get it.
A few tools I’ve already built
Quick examples you can try right now, to show the kind of thing I make. When your business needs something specific, I build it custom.
“Staff were lovely but check-in took forever.”
Insight Analyst
Paste survey answers or reviews and get back the themes, the sentiment, the quotes that prove each theme, and a written summary, in minutes.
Lead Qualifier Quiz
A short web quiz that scores each prospect on fit and readiness, then routes the strong ones to you while filtering out the rest.
Attendees loved the venue and lineup, want longer sets
Survey-To-Recap Builder
Turns post-event survey answers into a clean sponsor-ready recap with scores, highlights, and a standout attendee quote.
What it does for the business
You stop guessing who your marketing is for. Budget goes to the segments most likely to buy, ads and pages speak in language customers recognise, and the people writing copy or setting up campaigns all work from the same clear picture. In practice that means less wasted spend, higher conversion on the same traffic, and a faster path from a new idea to a campaign that fits the audience it is meant for.
The stack I use here
- GA4
- Google Ads
- Meta Ads
- Google Search Console
- Looker Studio
- HubSpot
- Claude
Common questions
Most agency personas are invented from assumptions, then never used. I build from your actual sales, analytics and customer language, then hand back something practical: ranked segments, real messaging angles, and targeting notes you can paste straight into your ad accounts. It is meant to be used, not filed.
Yes. Even with modest traffic there is usually enough to work with: a handful of customer conversations, your reviews, basic GA4 data, and what search demand shows about your market. I size the method to what you have, and I am clear about where evidence is thin so we do not over-claim.
Audience mapping feeds everything downstream. It sharpens positioning and messaging, tells your channel strategy where to spend, and makes paid media and landing pages convert better. It also pairs naturally with market and competitor research, which looks at who you are up against while this looks at who you are for.
Want this for your business?
Tell me where you want more customers. I read every message myself and come back to you, usually within a day.