When to use
Best for:
PLG or Demand Gen teams spending $10K+/mo on Google Ads.
Not for:
Companies looking for tight targeting
Tools You’ll Need:
Primer
Builds inclusion audiences for pMax signals
Google Ads (PMax)
Runs and optimizes automated campaigns
CRM (HubSpot/Salesforce)
Provides pipeline & activation data
Primer Pixel
Tracks conversions for lift analysis
Launch Checklist
Budget:
$2–5K per test campaign
Test length:
≥14 days
Creative:
Upload video, image & text assets
Conversion tracking active:
Pixel or CRM
Primer feeds better signals into PMax — syncing ICP audiences directly into Google Ads so Google’s model learns from the right companies, not just the most active searchers.
Prerequisites:
Pixel installed
CRM connected
Google Ads linked
Step 1
Build an ICP audience in Primer
Tip:
Audience should have ≥30K matched size to provide algorithm with enough signal.
Step 2
Apply the Audience in Google Ads
Principle
Impact
High-quality data → better ML training
Improves Google’s predictive accuracy
Exclusion removes noisy traffic
Cuts wasted impressions & CAC
Dual signal (include + exclude)
Balances reach & efficiency
Step 3
A/B Test Asset Groups
Tip:
Use different signals to in different asset groups to A/B test Primer vs. something else
What to expect
Metric
Qualified Rate
Without Primer
15%
With Primer
40%
Metric
Closed-Won Deals
Without Primer
0
With Primer
2 ($60K ARR)
Metric
Spend
Without Primer
$12,603.64
With Primer
$2,167.21
Metric
CPL
Without Primer
$268
With Primer
$216
Metric
ROAS
Without Primer
N/A
With Primer
27.6
This play only works for companies with large addressable markets where Google’s algorithm has enough signal to self-optimize. Set up Google CAPI (Conversion API) to feed conversion data back into Google — it’s essential for optimization.
Metric
Without Primer
With Primer
Qualified Rate
15%
40%
Closed-Won Deals
0
2 ($60K ARR)
Spend
$12,603.64
$2,167.21
CPL
$268
$216
ROAS
N/A
27.6
