Connect Google Search with Primer

Bring precision to performance. Primer connects your CRM and compliant third-party data directly to Google Ads so you can control who’s included or excluded from your Search and Performance Max campaigns — creating massive efficiency from Google AdWords.

How Primer Works with Google Search

Search and Performance Max (PMax) are powerful for demand capture — but by default, Google can’t tell whether the person behind a query is a business buyer or a consumer. Primer fixes that by syncing your CRM, website, and proprietary B2B contact and company data directly into Google Ads and AdWords, giving you true control over who sees your ads.

With Primer, you can build Search Inclusion and Search Suppression audiences that keep your spend focused where it matters. Inclusion audiences make it possible to profitably run on “noisy” keywords — those high-intent but ambiguous search terms that attract irrelevant traffic, like “chatbots” or “project management” tools. Primer ensures those campaigns only reach verified ICP companies and decision-makers. Suppression audiences automatically exclude customers, employees, and low-fit accounts, while Observation Audiences or PMax Signals allow you to steer the algorithm towards someone in your target audience who is actively searching.

Because Primer syncs daily, your Search and PMax campaigns always reflect the most current audience data — keeping every click aligned with real opportunity.