When to use
You want to:
promote new products or add-ons to existing customers.
You’re pushing:
PLG expansion — converting free users to paid, or single users to team accounts.
You’re launching:
higher-tier plans or new features that current customers haven’t adopted.
You want to:
prove that ad exposure increases expansion, renewal, or usage.
Tools You’ll Need:
CRM (HubSpot/Salesforce):
Allows for audience building from CRM as well as pipeline and closed-won revenue tracking.
Primer:
Filters CRM records and builds matched ad audiences.
Ad Platforms (Meta, Google, LinkedIn):
Where you activate the audiences for ad campaigns.
Primer Pixel:
Tracks down-funnel outcomes and conversions.
Launch Checklist
Product data:
pushed into CRM
Audiences:
built from CRM (Account or Contact filters)
Campaign:
live across Meta, Google, or LinkedIn
Holdout and conversion tracking:
configured to measure lift
Product nudges and rep outreach drive most upgrades — but they only reach the fraction of users who open the app or respond to email. Primer helps you close the loop by syncing customer data from your CRM into ad platforms, so you can re-engage customers through ads while sales and product do the talking.
Primer connects to your CRM so you can build audiences. You’ll reach every stakeholder at in-pipeline accounts with ads that build awareness, trust, and consensus — then prove their impact through holdout testing and conversion lift.
Prerequisites:
CRM connected
Product data synced to CRM Primer account
Step 1
Build Customer Audiences from CRM
In Primer, connect your CRM and apply filters from the Account or Company objects like: Cross-sell: Product A = true, Product B = false.
Upsell: Tier = Standard → Premium
Expansion: Plan = Team, Seat < 10
Fun Fact:
Primer auto-sync so audiences refresh as product usage or renewal status changes.
Step 2
Launch Campaigns That Reinforce, Not Replace
Run creative that complements existing outreach:
- Feature-driven videos for upgrades
- Case studies or ROI proof points for cross-sell
- “Upgrade before renewal” reminders for CSM-driven motions
Tip:
Keep copy educational and additive — think “see what’s possible,” not “buy now.”
Principle
Impact
Expansion is driven by product and sales, not ads alone.
Primer helps both by keeping customers aware, warm, and informed between touchpoints.
CRM-synced ads ensure precise targeting.
You reach the exact users and accounts positioned for upgrade.
Holdouts prove incremental revenue impact.
You see the measurable uplift in expansion and renewal from ad exposure.
Step 3
Measure Incremental Expansion
Use holdout groups in Primer to quantify how ads influence.
Upgrade conversionsSecondary product adoption.
Renewal and MRR lift.
Note:
Ads rarely close the deal — they prime the account for reps and in-product prompts. Lift metrics show how much faster and more frequently that happens.
What to expect
This only works for companies with an already large and established user base since audience sizes have to be in the 1000s to get delivery and reach stat sig for holdout lift measurement
Metric
Expansion CTR
Before Primer
0.8%
After Primer
2.1%
Change
+1.3 pts
Metric
Product Cross-Sell Adoption
Before Primer
14%
After Primer
27%
Change
+13 pt
Metric
Avg. Revenue per Account
Before Primer
$12.8k
After Primer
$16.4k
Change
+28%
Metric
Renewal Rate
Before Primer
86%
After Primer
92%
Change
+6 pts
