How NuOpp increased outbound reply rates 5x using Adyntel
Prospect qualification and outbound personalization powered by real-time ad activity
"Having access to this kind of data is imperative to my outreach. It completely changes how I approach prospects."
NuOpp is a GTM partner for agencies, helping B2B companies generate qualified pipeline through outbound prospecting.
Working closely with marketing agencies and ecommerce brands, their success depends on identifying the right companies at the right time, and giving prospects a compelling reason to respond.
Before incorporating ad activity into their workflow, prospect qualification relied heavily on manual research and incomplete signals. In the words of Jamie Crichton: "I work with a lot of marketing agencies, so having access to this kind of data is imperative to my outreach."
Using ad activity to identify high-intent prospects
"Before, I was using Apify actors, but they can be temperamental, costly, and time-consuming," says Jamie.
While NuOpp had experimented with alternative approaches before, they were lacking real-time context into actual ad activity:
- It was harder to identify which companies were actively investing
- Messaging lacked precision around timing and opportunity
- Qualification relied on surface-level signals
The shift wasn't about adding more data, it was about using the right signal at the right time.
NuOpp realized that ad activity is one of the clearest real-time indicators of intent:
- Companies actively running campaigns = actively investing
- Channel gaps = immediate opportunities
"If campaigns have recently launched at scale, it shows significant budget investment," says Jamie. He adds: "Whether they're running campaigns or not, the number of campaigns & format of ads, that's what drives how I approach them."
Integrating Adyntel directly into their Clay workflow
NuOpp integrated Adyntel directly into their workflow via API, removing the need for manual scraping and unreliable tooling. "The Native Adyntel API for Clay is seamless", says Jamie.
Instead of piecing together fragmented data, they now have:
- Real-time visibility into Google & Meta campaigns
- Immediate access inside their prospecting workflow
- Reliable, consistent data to act on
With ad activity available directly inside Clay, NuOpp could move beyond basic prospect lists and build outreach around real-time buying signals.
How NuOpp uses Adyntel to qualify prospects and personalize outreach
NuOpp's workflow is intentionally simple. Rather than building a complex scoring model, they combine ad activity with a handful of other high-signal data points to identify companies worth targeting and tailor their outreach.
Step 1: Pull target accounts into Clay
NuOpp starts with a list of companies that match a client's target market. These accounts are then enriched using Adyntel directly inside Clay via the native integration.
Step 2: Analyze ad activity
For each company, NuOpp reviews several ad-related signals:
- Is the company currently running ads?
- Which channels are active (Google, Meta, etc.)?
- How many campaigns are running?
- What formats are being used (video, image, text)?
- Have campaigns recently launched or scaled up?
Rather than acting as a hard qualification filter, ad activity is treated as a weighted signal that provides context about a company's current priorities and marketing investment.
Step 3: Layer in additional qualification signals
Ad data is combined with:
- Website traffic
- Product and service offerings
- Campaign volume and ad format
This helps NuOpp determine whether a company is a strong fit for a particular outbound campaign.
Step 4: Identify opportunities and gaps
The real value comes from interpreting the data. For example:
- A company running aggressive Meta campaigns but no Google Ads may be a strong prospect for a Google Ads agency.
- A recent increase in campaign activity can indicate fresh budget allocation and growth initiatives.
"Whether they're running campaigns or not, the number of campaigns and format of ads, that's what drives how I approach them."
Jamie Crichton, Director, NuOpp
Step 5: Personalize outreach
Ad activity directly shapes the outreach angle.
When a prospect is actively investing:
- Lean into growth and momentum
- Reference recent campaign activity
- Position services as a way to accelerate existing initiatives
When gaps exist:
- Highlight missed opportunities
- Suggest complementary channels
- Frame outreach around untapped demand
"If brands haven't launched Google ads but are extremely active on Meta, this is an opportunity for a Google Ads agency."
Jamie Crichton, Director, NuOpp
Step 6: Reach prospects at the right time
Timing is often the difference between being ignored and getting a response. Recent campaign launches can indicate that budgets have been approved and strategic priorities are actively being executed.
"If campaigns have recently launched at large scale, it shows significant budget investment."
Jamie Crichton, Director, NuOpp
This combination of qualification, timing, and personalization helped NuOpp increase reply rates from 1% to 4–5% while generating 300% more leads for one client.
Reply rates up 5x and leads up 300% for clients using real-time ad data
The impact was immediate. By combining ad activity with outbound prospecting, NuOpp improved reply rates from 1% to 4–5% and helped one client increase leads by 300%.
Reply rates increased on ecommerce client campaigns
More leads for one client since using Adyntel insight
More reliable targeting vs. previous tooling
Faster, more confident prospect qualification
"Reply rate improved massively targeting ecommerce clients — probably from 1% to 4-5%, and leads jumped for one client by 300% since using Adyntel insight", says Jamie.
Beyond consistent performance improvements, ad data also unlocked high-leverage opportunities.
NuOpp landed conversations with major companies by identifying gaps others missed. One example came when NuOpp identified a large company investing heavily elsewhere but not running Google Ads.
"Booked a meeting with a billion-pound company with outreach stating they weren't running Google campaigns — they were aligning budgets, and we hit them at the perfect time."
Jamie Crichton, Director, NuOpp