When to use
You’re using:
HubSpot’s Buyer Intent (formerly Clearbit/Breeze) to see which companies are showing intent.
You want to:
Build an audience of high-fit, in-market accounts and use ads to accelerate conversions or pipeline.
Audiences synced from:
HubSpot Ads don’t get a high enough match rate.
Tools You’ll Need:
Primer
Filters HubSpot records and builds matched ad audiences
HubSpot Buyer Intent
Identifies companies showing intent (visiting pages, researching)
Ad Platforms (Meta, Google, LinkedIn)
Where you activate the audiences for ad campaigns
CRM(HubSpot/Salesforce)
Tracks pipeline and closed-won revenue
Primer Pixel
Tracks down-funnel outcomes and conversions.
Launch Checklist
HubSpot Buyer Intent:
enabled & configured
Audience:
filtered in Primer and synced to ad platforms
Campaign:
live using the synced audience
Baseline metrics:
collected (match rate, CPL, qualified rate)
Conversion tracking:
connected for downstream measurement
HubSpot can surface companies showing intent (via reverse-IP, page visits, etc.). But you still face: cookie blocking, broad company lists, and difficulty activating that data in ad platforms. Primer solves this by taking HubSpot intent signals and turning them into high-match audiences that ad platforms can serve.
Prerequisites:
HubSpot Buyer Intent activated
Primer connected to ad platforms
CRM or pixel conversion tracking in place
Step 1
Set Up Buyer Intent Signals in HubSpot
Ensure Buyer Intent is enabled in HubSpot and tracking is configured correctly.
Make sure Buyer Intent data gets stamped onto a Company property.
Step 2
Build the Audience in Primer
Filter by Hubspot buyer intent property then layer on department, seniority, job title filters.
Sync the audience to your ad platforms (Meta, Google, LinkedIn).
Warning:
HubSpot’s default Buyer Intent list can include broad or noisy companies — always layer ICP filters before syncing.
Principle
Impact
Measure real lift, not attribution noise
Primer isolates ad-driven impact on account engagement and pipeline.
Reach where other ABM tools can’t
Activate target accounts across Instagram, YouTube, and Reddit — not just display.
Target buyers, not IPs
Ads reach verified decision-makers inside accounts, not random coworkers.
Step 3
Activate in Campaigns
Apply the synced Primer audience in campaigns. Consider adding as a new ad set in your existing retargeting campaigns.
Pro Tip:
Consider assigning a higher value to this audience using Value Rules in Meta or Google so your retargeting budget goes towards visitors you know are qualified.
Step 4
Track conversions
Measure campaign outcomes: reach, qualified leads, cost per qualified lead.
Optionally set up an A/B test to compare Primer’s enriched audience against HubSpot’s native sync.
Tip:
Use Meta’s or Google’s Experiment tools for a clean read on lift — not just cost-per-click.
What to expect
Typically we only recommend this play if your website traffic is >100K/month and you want to be more targeted, focused, and efficient with your retargeting spend to go after higher value visitors.
Metric
Pixel Only
HubSpot + Primer
Match Rate
35–45%
60–70%
Qualified Lead Rate
22%
43%
Customer LTV (12-mo)
Baseline
+38% lift
Retargeting ROI
2.1×
3.5×
Metric
Match Rate
Pixel Only
35–45%
HubSpot + Primer
60–70%
Metric
Qualified Lead Rate
Pixel Only
22%
HubSpot + Primer
43%
Metric
Customer LTV (12-mo)
Pixel Only
Baseline
HubSpot + Primer
+38% lift
Metric
Retargeting ROI
Pixel Only
2.1×
HubSpot + Primer
3.5×
