Clay Ads is an ad audience activation layer built by 📝Clay that transforms CRM data and buying signals into synchronized ad audiences. Since the Ads 2.0 release it builds unlimited, always-on audiences and syncs them to six ad platforms, including LinkedIn, Meta, and Google, and as of September 2026 it can also sync company lists to LinkedIn and pause, edit, and audit recurring syncs. The platform achieves up to 95% match rates with LinkedIn and up to 65% with Meta by enriching contact records with personal emails and layering buyer intent signals such as job changes, funding events, and social mentions. Users can sync data directly from their CRM or Snowflake, build both inclusion and exclusion lists, and generate ICP lookalike audiences from best-performing customer segments.
The setup follows a four-step workflow: building a list from CRM data, defining targeting logic through enrichments and buying signals, improving match rates by enriching with personal emails, and syncing to ad platforms. This approach enables companies to activate their CRM data across every ad channel, building audiences once and syncing to multiple platforms without manual duplication.
Clay Ads addresses seven primary use cases: re-targeting website visitors who viewed pricing or enterprise pages, nurturing existing deals through open opportunities and ABM lists, running account-wide targeting across buying committees, maximizing ROI by focusing ad spend on active pipeline, reducing wasted impressions by auto-excluding customers and partners, aligning sales and marketing through ads that nurture what sales is already working, and enabling full CRM activation across every ad channel.