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Audience for search ads? Are you referring to in-market/affinity? If yes, they are hardly relevant as long as the search terms/keywords you are targeting is right. Peeking into competitor's successful keywords may help. Tools like Spyfu offer this out of the box.

@Deepan Siddhu thanks, I partly agree, but the need was to understand the audiences coming from specific keywords, which gives an insight of the segments you are attracting using those keywords. This data could be used in a variety of ways for other mediums (outside of google ads) especially for vertical-wise messaging, Sales collaterals, etc.

We may not be able to figure out that, however 80% of acccounts will be SMBs and 20% enterprise accounts. If you want to have more enterprise leads it may be challenging but for small and mid size i have seen a good conversion rate and same moving down the funnel from conversion to sql.