What is ICP?
Ideal Customer Profile. The specific description of who your product is built for: demographics, psychographics, pain points, and buying behavior. Ads targeted to a well-defined ICP convert 3-5x better than broad targeting.
In mani: Mani's audience extractor identifies your ICP from your website content and uses it to ground ad copy.
Defining your ICP
An Ideal Customer Profile goes beyond demographics. It includes: demographics (age, gender, income, location), psychographics (values, interests, lifestyle), pain points (what problem are they solving), purchase behavior (where they shop, how they research, price sensitivity), and media consumption (which platforms, which content types). A strong ICP reads like a real person: "Sarah, 28, urban professional, values convenience over price, shops on Instagram, reads Wirecutter reviews before buying."
ICP-driven ad targeting
Ads targeted to a well-defined ICP convert 3-5x better than broad targeting. Use your ICP to inform: interest targeting (what your ICP follows), lookalike source (your best customers who match the ICP), ad copy language (speak the way your ICP speaks), and creative style (match the visual aesthetic your ICP responds to). Without a defined ICP, you are optimizing creative in the dark.
How Mani uses your ICP
Mani's audience extractor identifies your ICP from your website content using three signal types: explicit signals ("built for busy parents"), domain keywords (specific terminology your audience uses), and LLM-powered validation (cross-referencing extracted signals against known audience patterns). The extracted ICP grounds every ad generation, ensuring copy speaks directly to your target buyer, not to a generic audience.
Evolving your ICP with data
Your initial ICP is a hypothesis. Validate it with data after 30-60 days of running ads. Check which audience segments convert at the lowest CPA. Analyze your best customers (highest LTV, most referrals). Update your ICP quarterly based on real performance data. Most brands discover their actual best customer differs from their assumed target. Let the data refine the profile, not assumptions.