You have millions of dollars sitting in your account (here’s how to activate it)

Recently, I went back to a big list of advanced strategies we ran for our clients this year (2025).

I want to walk you through one of my favorites from that list.

Here’s the idea behind it…

Right now, every market is filled with untapped opportunities:

• Underserved audiences that aren’t being targeted properly

• Product angles that nobody’s running

• Keywords with real intent but relatively low competition.

These “gaps” come with a big advantage:

There is already demand, but far fewer advertisers are competing for them.

And from what I’ve seen…

When you execute it well, it often becomes more profitable than your standard campaigns.

So how do you find these gaps?

Well… 

Finding them requires a deep dive into your data.

Specifically, you need to analyze your search terms, your audiences, and your competitors.

These gaps usually show up in 3 places:

1. Keywords with fewer competitors. Can be emerging trends or older keywords that don't work with the usual approach.

2. Audience segments or use cases that sit outside your core messaging.

3. New competitors entering the market, especially the ones with weak brand protection.

Once you identify a potential gap, the next step is to confirm that there’s demand behind it.

You do this by running a standard Search, Shopping, or PMax campaign and sending traffic to a generic product page.

Just like with any other campaigns…

You need to set it up properly for the test to work.

You do not want to kill a good idea just because the testing phase was poorly executed.

When the data shows steady conversions at an acceptable cost, that is your signal to invest further.

Only then does it make sense to optimize the funnel around that angle:

• Building a landing page focused on that specific audience or use case

• Adjusting the messaging and social proof to match their needs

For context, here’s a gap we find for one of our clients.

This brand was selling resistance bands. A super competitive market with brutal CPCs.

Everyone was fighting over the same "resistance bands for home workouts" searches… which was also the brand’s main messaging.

When we dug into the search trend data, we found an interesting pattern:

Search volume was growing for "pilates resistance bands."

The volume was smaller than the main keywords. But it had way less competition.

So we tested it using a Shopping campaign, with titles and images tailored to Pilates.

The early signs looked promising.

They were getting conversions with CPAs below target.

We knew there was still a bigger audience we hadn’t tapped into yet.

So we built an entirely new landing page, tailored specifically for the Pilates audience.

In 6 weeks, we doubled both spend and revenue from this angle.

And it opened up an entirely new market for them that nobody else was tapping into.

The thing is, this opportunity exists for every brand in their niche.

But almost no one took advantage of it.

Here’s why I think that’s the case…

There is no SOP that tells you exactly where to look.

This is not something you uncover by following a guide or YouTube video.

That creates a real advantage for brands that know how to hunt for these gaps.

In the short term, these tests often outperform standard campaigns.

And in the long term…

They open up new ways to scale without fighting in crowded, expensive spaces.

Jackson

Founder and CEO of Echelonn.

How we can help:

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