When to use
You’re running:
retargeting campaigns (Meta, Google, LinkedIn) and notice rising CPLs / low quality conversions.
You suspect:
significant portion of your retargeting pool is non-buyers (visitors from job boards, students, small companies).
You want:
to refocus spend on high-fit contacts/accounts and cut the fat.
Tools You’ll Need:
Primer Audience Builder
Build suppression audiences of low-fit companies, job seekers, agencies, students
Ad Platforms (Meta, Google, LinkedIn, YouTube)
Apply suppression lists to existing retargeting campaigns
Experiments Tools
Runs A/B tests between constrained vs unconstrained targeting
Primer Pixel
Use website reveal to recover missing audiences your pixels can’t track
Launch Checklist
Suppression audiences:
built in Primer
Synced to:
Meta, Google, LinkedIn
Exclusions applied to:
pixel-based retargeting ad sets
Campaigns running:
for ≥14 days
Before/after
performance snapshot recorded
Pixels don’t know your ICP — they tag every visitor the same. Browser privacy makes this worse, shrinking match rates and broadening targeting.
You can fix that by pushing suppression audiences into your ad platforms, telling pixels who not to target so your ads only reach real buyers.
Prerequisites:
Primer connected to ad accounts
CRM or pixel data flowing
Retargeting campaigns live
Step 1
Build Your Suppression Audiences
In Primer, filter out irrelevant segments such as:
- Small companies (<50 employees)
- Industries outside your ICP
Sync to your connected ad platforms (Meta, Google, LinkedIn).
Tip:
You can reuse the suppression audiences in the Search & Meta Lookalike exclusion plays
Step 2
Apply Suppressions to Retargeting Campaigns
In your ad platform, locate your pixel-based retargeting ad set.
Under Audience targeting, add your Primer suppression audience as an exclusion.
Keep all other pixel logic and budgets the same — Primer now limits your pixel’s reach to ICP-fit users.
Reminder:
Suppressions reduce total reach — expect fewer impressions but stronger conversion signals.
Why this works:
Primer doesn’t replace your pixel data — it controls its reach.
Your existing campaigns stay the same — just cleaner
You spend less on wasted impressions and get better conversions.
Step 3
Monitor Performance Over 2–3 Weeks
Compare:
- Impression quality (fewer but more relevant users)
- CPL / CPA
- Qualified lead rate (MQL/SQL)
Note:
If your retargeting audience becomes too small (<5K), widen inclusion slightly or rotate suppressions less frequently.
What to expect
Metric
Before Suppression
After Suppression
CPL
$110
$64 (–42%)
Qualified Rate
34%
56% (+22 pts)
Non-ICP Impressions
30%
9% (–21 pts)
Metric
CPL
Before Suppression
$110
After Suppression
$64 (–42%)
Metric
Qualified Rate
Before Suppression
34%
After Suppression
56% (+22 pts)
Metric
Non-ICP Impressions
Before Suppression
30%
After Suppression
9% (–21 pts)
