When to use
Ideal for:
PLG and Demand Gen teams spending $10K or more per month on Google Search who want to improve conversion efficiency without reducing volume.
Tools You’ll Need:
Primer
Builds exclusion audiences from its database, your CRM + pixel data
Google Ads
Applies audience filters to unbranded search campaigns
CRM (HubSpot/Salesforce)
Provides lead quality + pipeline data
Primer Pixel
Tracks site visitors to determine who is outside your ICP coming from Google Search
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 connects your CRM and ad data to train Google’s algorithm on what not to target — eliminating low-fit traffic before it burns budget.
Prerequisites:
Pixel installed
CRM connected (optional)
Google Ads linked
Step 1
Create Exclusion Audiences in Primer
Note:
This play can only be statistically proven if the advertiser has enough ad spend (typically >$30K/month)
Step 2
Set Up Google Experiment
Warning:
Ensure you have enough budget and volume devoted to the experiment to achieve stat sig.
Principle
Impact
Removes non-buyers before auction
Lower CPC and CPL
Improves signal quality for Google ML
Higher qualified conversion rate
Maintains reach while cutting waste
Better ROAS
Step 3
Run Test for 2-3 Weeks
Note:
It will often take multiple weeks to achieve clear results. Make sure the experiment split test is set up as Cookie-based
Step 4
Measure Results in Primer
Key Metrics:
Activation Rate
Cost per Qualified Signup
Incremental Lift %
What to expect
Metric
Without Primer
With Primer
Conversions
811
12
Opportunities
13
7
Cost per Opp
$1,136
$725
Metric
Conversions
Without Primer
811
With Primer
12
Metric
Opportunities
Without Primer
13
With Primer
7
Metric
Cost per Opp
Without Primer
$1,136
With Primer
$725
