When to use
Ideal for:
B2B marketers running paid social campaigns who want LinkedIn-quality leads at Meta-scale prices.
Tools You’ll Need:
Primer
Builds company and contact audiences
Meta Ads
Runs lead gen & conversion oriented campaigns
CRM (HubSpot/Salesforce)
Measures conversion and pipeline quality
Primer Pixel
Tracks signups and feeds conversion events
Launch Checklist
Audience:
Primer audience synced to Meta
Data sets:
Pixel and conversion API configured
A/B Test:
set up with even spend split
Creative and form:
identical across test groups
CRM tracking:
active for lead quality analysis
Meta’s native targeting isn’t built for B2B. Without external audience data, you’ll waste impressions on irrelevant users and SMB noise. Primer fixes that by feeding verified company and role data directly into Meta.
Prerequisites:
Pixel installed
CRM connected
Meta Ads connected
Step 1
Build Your ICP Audience in Primer
Warning:
Too-narrow audiences (<30K matches) may limit conversion signals. Keep audience size large for conversion oriented campaigns.
Step 2
Launch Your Meta Custom Audience Campaign
Create or duplicate your existing Meta campaign.
Select your Primer audience under Custom Audiences.
Warning:
Make sure to keep Advantage+ targeting off. If on Meta will auto-expand the audience
Tips:
Avoid Meta’s instant forms as these default to personal emails. Instead drive to a highly mobile optimized webform.
Step 3
A/B Test Primer vs Native Targeting
Use Meta’s A/B Test tool to split spend evenly between:
Test Group A: Primer ICP audience
Test Group B: Meta native targeting (interests or lookalikes)
Keep budget, creative, and form identical across both groups.
Principle
Impact
Meta lacks real B2B filters
Primer adds verified company and role data.
Match rate drives performance
High-quality matches help Meta actually reach your ICP.
Buyers live on Meta, too
Most B2B engagement now happens on mobile — and Meta owns mobile attention.
Tip:
Run for at least 10–14 days for meaningful results.
Step 4
Measure & Compare to LinkedIn
In Primer, track conversion rates and incremental conversion lift of running ads on Meta.
Compare Meta (Primer audience) results against LinkedIn campaigns for the same audience.
Key Metrics:
Qualified Lead Rate (MQL%)
Cost per Qualified Lead (CPQL)
Pipeline or Opportunity Conversion %
What to expect
Unless your audience is large enough to hit 50+ conversions in 7 days, your ad set will stay in learning mode. Don’t rely on the algorithm — adjust manually based on results.
Metric
CPL
Meta Native
$115
Meta + Primer
$68
LinkedIn
$148
Metric
Qualified Rate
Meta Native
22%
Meta + Primer
47%
LinkedIn
50%
Metric
Cost per Qualified Lead
Meta Native
$523
Meta + Primer
$145
LinkedIn
$296
