How To: Use 6sense With Google Ads

Your Google Ads dashboard shows clicks and impressions, but your pipeline tells a different story. You’re hitting traffic targets while missing revenue goals — a frustrating disconnect that every demand gen pro knows too well.

The culprit? You’re optimizing for engagement instead of outcomes, targeting anyone who might click rather than accounts that are actually in-market.

Here’s where 6sense changes the game. By integrating buying signals from the Signalverse with Google Ads, you can implement a revenue-focused advertising strategy that targets accounts when they’re actually in-market. Instead of casting a wide net, you’re engaging prospects with surgical precision by reaching the right accounts at the right moment in their buying journey.

The result? Smarter targeting that reduces wasted spend, faster campaign optimization based on real buyer behavior, and more connected campaigns that align your advertising with broader revenue goals.

Google Ads allows you to promote your products and services when and where people are searching for them. Google receives over 5.6 billion searches per day and over 59% of shoppers use Google to research a product or service before purchasing.

Unfortunately, Google Ads provides few standalone capabilities for account-based marketing.

By properly integrating 6sense with Google ads, you can implement an account-based marketing strategy which will significantly improve performance and give you a leg up on your competition!

Tactics: Measurement & bidding

Track conversions based on buying signals from the Signalverse

This approach moves beyond basic conversion tracking to capture the full impact of your revenue-focused advertising strategy. Here’s a detailed implementation guide.

This will allow Google to drive more visits from users with these signals when using a Smart Bidding strategy.

Example: Track conversions for visits from users with ICP, strong profile fit, etc.

How: Use Google Tag Manager to fire a conversion event when a user comes to the site matching your criteria by utilizing the buying signal data.

Multiply the value of tracked conversions based on buying signals

This will allow Google Smart Bidding strategies to perform better by more accurately valuing conversion actions and driving more from your key audiences.

Example: If a user is within your ICP and signs up for a demo, multiply the value of that conversion by 3.

How: Build audiences in Google Analytics using custom dimensions that are populated by the buying signals data, particularly the 6sense segment. Then, setup conversion value rules in Google Ads.

Tactics: Creative

Customize ad copy and landing pages based on buying signals

Move beyond generic messaging to deliver personalized experiences that resonate with accounts based on their actual research behavior and buying stage.

Example: If you are targeting the keyword “accounting software” and someone searches this (who has been to the site) from the manufacturing industry (as defined by 6sense) your ad would read “accounting software for manufacturing companies”.

Example: If a user who has been to your site is in the “purchase” buying stage then use “Schedule Your Demo Today” in the ad copy and land them on the demo signup page.

How: Build audiences in Google Analytics using custom dimensions that are populated by the buying signals data. Apply the audience to an ad group in Google Ads using the “Targeting” setting. Customize ad copy respectively.

Tailor the ad copy on keywords that see most of the traffic coming from one buying stage

Example: We saw that users driven through lead generation keywords were predominantly in the “awareness” buying stage so we adjusted our ad to send them to an informational video about how 6sense helps with lead gen.

How: Analyze keywords by buying stage in Google Analytics. Identify groups of keywords that skew towards specific buying stage and adjust ad copy/landing page appropriately.

Note: It would be optimal to adjust the content of the page based on their buying stage instead of making the decision at the keyword level as not all users searching for a keyword will be in a specific buying stage.

Tactics: Miscellaneous

Block previous site visitors from seeing, and clicking, your ads based on buying signals

This advanced audience management helps you avoid wasted spend while creating space for more strategic targeting approaches.

Example: Prevent previous site visitors from seeing and clicking your ads if they work at companies with annual revenues under $10 million.

Example: Prevent competitors who have been to your site from seeing or clicking your ad again.

Example: Prevent previous site visitors from seeing and clicking your ads if their profile fit is poor.

How: Build audiences in Google Analytics using custom dimensions that are populated by the buying signals data. Add these audiences as “excluded” within Google Ads.

Target a wider, less relevant, set of keywords for previous site visitors in high-value audiences

This will allow you to profitably expand your reach.

Example: Your company sells account-based marketing software but the keyword “marketing software” is too general and does not perform well. You can move this keyword to a campaign that only targets previous site visitors within your ICP.

Example: Use broad match versions of keywords only for users within your ICP.

How: Build high-value audiences in Google Analytics using custom dimensions that are populated by the buying signals data. Create a new campaign or ad group with the general keywords and add the high-value audiences as Targeted instead of Observation.

Create parity amongst keywords in 6sense and paid search campaigns

There could be valuable keywords being monitored in 6sense that aren’t being targeted in Google Ads, and vice versa.

Example: The keyword “CDP” is researched by most companies in your ICP yet you aren’t targeting it as a keyword in Google Ads.

How: This is currently a manual process that requires cooperation between the team managing 6sense and that managing paid search.

6sense opportunity: pull in keyword data from the Google Ads API and programmatically uncover opportunities within the 6sense platform.

Conclusion

Through the implementation of these tactics, you will increase engagement with high-value prospects and reduce spend on the low-value ones.

It will also put you in the small minority that have adopted an advanced account-based marketing strategy in their Google Ads account.

The bigger picture: These tactics represent a fundamental shift from spray-and-pray advertising to revenue-intelligent campaigns. By leveraging buying signals from the Signalverse, you’re not just optimizing for clicks or impressions — you’re optimizing for accounts that actually matter to your pipeline.

When your Google Ads campaigns are informed by the same AI-powered insights that drive your broader go-to-market strategy, advertising becomes a precision instrument for revenue growth rather than a cost center you hope pays off.