Call out exactly who it's for

When to use it

When a campaign targets a specific industry, role or company size but the page speaks to generic 'businesses' or 'teams'.

How to run it

Name the audience in the headline or subheadline for that campaign's traffic: 'Appointment scheduling built for dental practices' instead of 'Scheduling software for businesses'.

Why it works

Match what the visitor came for

Visitors pay attention when they see themselves in the copy, which is message match applied to the ad's targeting. Lai & Farbrot's headline experiments showed copy that references the reader outperforms generic phrasing.

Source: Unbounce message match + Lai & Farbrot