Effective B2B Ad Campaigns: Part 4 - Setting Up Campaigns in Top-Tier Ad Platforms
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Effective B2B Ad Campaigns: Part 4 - Setting Up Campaigns in Top-Tier Ad Platforms

By the end of this guide, you'll know how to get your message in front of the right people.
Keith Putnam-Delaney
Updated on
November 14, 2023
Published on
November 14, 2023

Table of Contents

Do you ever get the feeling that our ads are following you around the internet? You're not alone. Many of our customers tell us they see our ads everywhere they go. But here's the secret: you don't have to spend a fortune to make that happen. Welcome to part four of our series on setting up campaigns with Primer, where we're going to delve into the nitty-gritty of creating Primer audience-based campaigns across different digital ad platforms.

LinkedIn Ads

LinkedIn is a powerful ad platform for reaching professionals. Primer allows you to be more targeted and efficient within it. To help you harness its potential, we've put together this step-by-step guide on setting up campaigns effectively. Whether you're aiming for website visits, conversions, or lead generation, we've got you covered.

Step 1: Create a Campaign Group

When you embark on a new sprint in LinkedIn, the first crucial step is to set up a new campaign group. This is essential for organizing your campaigns based on different objectives.

  • Different Objectives: Depending on your goals, such as driving website visits, conversions, or lead generation, you'll need distinct campaign groups.
  • Example: Let's say your campaign group for the fourth quarter of 2023 will be named "Q4 2023."

Step 2: Set Up Campaigns within the Group

Once you've established your campaign group, it's time to dive into creating individual campaigns within it. This is where you'll tailor your ad formats and audience segments.

  • Multiple Campaigns: Each campaign can cater to specific ad formats or different audience segments.
  • Single Image Format: As an example, let's create a campaign with a single image format.
  • Audience Selection: Choose your audience wisely. Consider using Primer's custom audiences for precision. Also, get additional insights on how to balance B2B marketing campaigns to align ad spending with your budgets.
  • Choose Your Ad Format: Not all ad formats are equally efficient on different ad platforms. Select the ad format that best suits your campaign. Once chosen, it can't be changed.
  • Conversion Tracking: Ensure you set up conversion tracking to measure the success of your campaign.

Step 3: Configure Your Ads

Now it's time to set up your ads. You can either reuse content created for other ad platforms or create fresh ad material based on your latest designs. Let's walk through the process of creating a new ad. In this example, we'll focus on the "Black Box Audience."

  • Name Your Ad: Give your ad a distinctive name, like "Black Box Audience," so you can distinguish performance
  • Add in Your Compelling Copy: Write persuasive ad copy to grab your audience's attention.
  • Add UTM Parameters: Use an automatic UTM generation spreadsheet like this for streamlined tracking.
  • Upload Images and Finalize: Complete your ad setup by uploading images, adding headlines, and ensuring all elements align with your campaign's objectives.

And that's it! You're now ready to launch your LinkedIn campaign. With this step-by-step guide, you can make the most of this ad network and reach your desired audience effectively and efficiently. Happy campaigning!

NOTE: You can use Primer to get LinkedIn match rate assessments. Check our short video tutorial explaining how it works.

Facebook & Instagram

Are you ready to dive into the world of Meta ad platforms? Whether you're a seasoned pro or just starting out, our step-by-step guide will help you navigate the Facebook Ads platform with ease. Let's get started on the path to ad success!

Understand the hierarchy. Just like LinkedIn, Facebook has its own campaign hierarchy. Here's a quick look at it:

  • LinkedIn Hierarchy: Campaign Group → Campaign → Ads
  • Facebook Hierarchy: Campaign → Ad Set → Ad

Both hierarchies serve similar functions, making it easy to transition between platforms.

Step 1: Create a New Campaign

When launching a new sprint on Facebook, the first step is to create a new campaign aligned with your objective, which typically corresponds to your funnel goals.

  • Select your campaign objective. For example, if you're aiming for sales or leads, make the appropriate choice to align with your goal.
  • You have the option to manually set up your campaign, which is better when using custom audiences.
  • Set your daily budget and decide whether to let Facebook's algorithm distribute your budget or manually allocate it. Consider how much you plan to spend on other ad platforms and prioritize your costs correspondingly. 

Step 2: Ad Set Creation

Now, it's time to create your ad set. Use a consistent naming format for your ad sets.

  • Select the conversion location (typically your website) and optimize for the number of conversions.
  • Choose your target audience wisely. We clearly recommend Primer’s custom audiences. Moreover, Primer allows you to enrich audience data and push highly targeted audiences to multiple ad platforms in a couple of clicks. We recommend steering clear of "Advantage Plus" audience targeting for now, which seems like a rebranding of their current demographic and interest-based targeting. 
  • Ensure dynamic creative is turned off to maintain your ad's format.

Step 3: Ad Creation

While LinkedIn offers multiple image variants, Facebook lets you create an ad with one image and multiple text variants.

  • Add multiple text variants to optimize for the best-performing option. Facebook's algorithm can help identify the winning text.
  • Specify your destination URL and set up UTM parameters. Facebook provides UTM parameter formulas, making tracking a breeze and differentiating visits from Facebook from the traffic generated from the rest of the ad platforms.

Before you go live, review your ads and ensure everything is in order. Publish your ads to reach your audience effectively.

With these steps, you're well on your way to mastering Facebook Ads. Feel free to experiment with different campaigns to find what works best for your objectives. Good luck with your sprint, and may your Facebook Ads drive the results you desire! 🚀

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Google Search

Google Search Ads can be a powerful tool to drive leads, but it's essential to optimize your campaigns for efficiency. Unlike other ad platforms, Google Ads offers specificity to campaign goals. In this step-by-step guide, we'll show you how to set up an effective Google Search campaign using Primer.

Step 1: Create a New Campaign

  • Open Google Ads and click on "New Campaign."
  • Select your campaign objective. For this guide, we'll choose "Leads."
  • Choose the campaign type as "Search."
  • Specify your goal as "Lead Form Submissions" or "Website Visits."
  • Name Your Campaign: Give your campaign a distinctive name, e.g., "Q4 2023 Primer Audience SEM." Differentiate between branded and non-branded SEM campaigns if applicable.
  • Determine your target cost per conversion: Ensure you are willing to invest to acquire pre-qualified leads within your Ideal Customer Profile (ICP). Check our tried-and-true practices for continuous refinement on ICP.

Step 2: Define Your Targeting

  • Select the "Search Network" to focus on search campaigns. There’s no need to expand to Display if you’ve set up separate display campaigns. 
  • Opt to use Primer's custom audiences for precision targeting. Sync your SAM audience and other relevant segments for more accurate targeting.
  • To maximize efficiency, narrow your reach to selected segments. Bid higher on these narrowed segments. If you're aiming for volume over efficiency, you can expand to "Observation."

Step 3: Keyword Selection & Ad Set Up

  • Use broad match keywords for your entire campaign since you’re focusing it quite a bit by only using Primer audiences. Add relevant keywords that align with your campaign's objectives.
  • Craft compelling ad copy that resonates with your audience. Include call-to-action phrases to encourage clicks. Upload your ad assets.

Note: Exclude Existing Users

Use Primer to automatically exclude users who are already in your customer list. This prevents your ads from being displayed to your current customers, who might not need to click on your ad.

By following these steps, you can set up an efficient Google Ads campaign using Primer. This approach not only helps you reach the right audience but also maximizes your ad budget. Happy advertising!

Google Display

Google Display campaigns can be a game-changer for your advertising strategy IF you can refine your targeting and make it B2B focused. In this step-by-step guide, we'll show you how to set up an effective Google Display campaign using Primer to reach your target audience efficiently.

Step 1: Create a New Campaign

  • Access Google Ads and select "New Campaign."
  • Choose your campaign objective. For this guide, we'll pick "Leads." Examine your default conversions and adjust your campaign goals accordingly. Focus on specific website actions, such as form submissions or other relevant goals you typically set on the other ad platforms.
  • Select the "Display" option. Enter the URL of the page you want to direct your audience to, such as your overview page.

Step 2: Define Your Targeting

  • Narrow down your campaign's geographic reach, such as "United States and Canada." Allow your campaign to automatically maximize conversions, ensuring better results.
  • Next, you'll set your targeting parameters. Click "Next" and then "Edit Audience Segments." You can create custom audience segments if needed, but for this guide, select existing Primer audiences. Choose your desired segments, such as SAM audiences, to reach your target audience more effectively.
  • Google Ads will provide an estimate of the impressions you'll receive based on your budget and targeting.

Step 3: Review and Create Ads

  • Ensure all your settings align with your campaign objectives. Follow Google's best practices for creating compelling ads.

By following these steps, you'll be well on your way to setting up a successful Google Display campaign with Primer. This approach, along with the steps mentioned above for other popular ad platforms, allows you to narrow your audience effectively and maximize the power of Google's Display Network, making it an invaluable tool for B2B marketers. Good luck with your campaign!


Youuuuutuuuube! It’s awesome with focused targeting and surpasses the expectations of marketers who got used to more common ad platforms like Facebook. Let’s walk through the process of setting up a YouTube campaign in Google Ads. It's a breeze, so grab a coffee, sit back, and follow these steps to get started.

Step 1: Create a New Campaign

  • Select your campaign objective. For this example, we'll go with "Leads" because it aligns with our goals.
  • Before proceeding, ensure that you've set up your pixel and conversion tracking. This is crucial for measuring your campaign's success.
  • Choose the "Video" campaign type and hit "Continue."
  • Give your campaign a catchy name. We'll go with "Q4 2023 Custom Audiences Form Submit."

Step 2: Define Your Targeting

  • Select "All languages" to reach a broad audience.
  • Set your campaign budget.
  • Control your network preferences. You can also allow extensions of video ads within the Google Display Network.
  • To narrow down your audience, add specific targeting. We'll choose the United States and Canada.
  • Here's where the magic happens! You can fine-tune your audience just like in Facebook. This ensures your message reaches the right people, your Ideal Customer Profile (ICP). Click "New Audience" and give it a name, like "Primer Synced Audiences." Select your data source; in our case, it's "Customer Lists." You can search for specific audience segments like "SAM."

Step 3: Review and Create Ads

  • Now, you can add your videos. You can select them from your YouTube channel or library.
  • Review your settings, ensure everything looks good, and hit "Create Campaign."

Voila! You're all set to roll with your YouTube campaign. Remember to keep an eye on your campaign's performance and make adjustments as needed. Don’t give up tracking KPIs on the other ad platforms as well. Good luck, and happy advertising! 🚀

Use Primer to Win More Qualified Leads Across Multiple Ad Platforms at a Time

Primer supercharges multi-channel marketing efficiency by providing you with a single hub to build, enrich, and push highly-targeted audience lists to all the ad platforms mentioned above. Try it to reach unprecedented targeting precision and win astonishing match rates boost:

  • Up to 35-45% match rate on Google Ads
  • Up to 45-65% for Facebook paid social
  • Up to 65-85% for LinkedIn advertising

Turn your targeted advertising into a full-power growth engine – request a free live Primer demo today!

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