When to use
Ideal for:
You’re already running or considering Demand Gen campaigns.
You want to improve lead quality and pipeline conversion rates, not just CTR.
Tools You’ll Need:
Primer
Builds high-quality B2B Customer Match audiences
Google Ads
Runs the campaign with inclusion targeting
Google Experiments
A/B tests Primer audiences vs. native targeting
Primer Pixel
Tracks down-funnel quality and pipeline impact
Enhanced Conversion
Sends conversion feedback back to Google.
Launch Checklist
Primer list:
synced to Google Ads
Matched size:
≥50K
Conversions:
Enhanced Conversions or CAPI set up
Experiment:
variants configured evenly
Test:
≥14 days to stabilize
Pixel/CRM:
connected for down-funnel analysis
Demand Gen’s automation is great for scale, but its targeting options are built for consumers. Primer fixes that by feeding Google deterministic company and role data — so the algorithm knows who to go after.
Prerequisites:
Pixel firing
Primer connected to Google
Step 1
Build Your ICP in Primer
Filter by company size, industry, department, and seniority.
Sync to Google Ads as a Customer Match audience.
Fun Fact:
Primer is one of the few audience targeting tools that pushes through Customer Match audiences vs. pixel based audience.
Step 2
Launch a Demand Gen Campaign with Primer Inclusion
Create a new Demand Gen campaign in Google Ads.
Under Audience Segments, select your Primer Customer Match list.
Warning:
Google’s match rate from Primer audiences is typically 30–40%. To get stable delivery, aim for ≥50K matched size before launch.
Step 3
A/B Test Using Google Experiments
Go to Experiments → Custom Experiments in Google Ads.
Create two variants:
- Variant A: Primer audience (inclusion)
- Variant B: Google native targeting (affinities, in-market, etc.)
Keep budgets, creative, and optimization goals identical.
Why this works:
Primer constrains Google’s reach to the right audience, while the experiment isolates how much that precision improves conversion efficiency vs. native reach.
Step 4
Measure Quality, Not Just Volume
In Google Experiments, compare CTR, CPA, and Conversion Rate.
In Primer Overview, measure:
- Activation Rate
- Cost per Qualified Lead (CPQL)
- Pipeline Contribution and Incremental Lift
What to expect
Metric
Native Targeting
Primer Inclusion
CPL
$95
$78
Qualified Rate
25%
42%
CPQL
$380
$186
Metric
CPL
Native Targeting
$95
Primer Inclusion
$78
Metric
Qualified Rate
Native Targeting
25%
Primer Inclusion
42%
Metric
CPQL
Native Targeting
$380
Primer Inclusion
$186
