When to use
Use this play when you want to:
Increase brand awareness and follower growth within target accounts.
Drive engagement among high-fit prospects before conversion campaigns
Measure brand exposure’s effect on pipeline activity.
Tools You’ll Need:
Primer
Builds and syncs ICP audiences to Google Ads
Google Ads (Youtube)
Runs Customer Match campaigns
Google Experiments
A/B tests Primer audiences vs. native targeting
Primer Pixel
Tracks engagement and revealed accounts
CRM Connection
Quantifies incremental lift on pipeline
Launch Checklist
Primer list:
synced to Google Ads
Matched size:
≥50K
Conversions:
Enhanced Conversions or CAPI set up
Experiment:
variants configured evenly
Test:
Run ≥14 days to stabilize
Pixel/CRM:
connected for down-funnel analysis
YouTube’s targeting options are broad — based on interests, keywords, or affinities that rarely align with B2B buyers. Primer fixes that so your video spend only reaches actual ICP prospects. Then, using Website Reveal and Holdout Measurement, you can prove whether awareness ads are driving engagement and conversion lift downstream.
Prerequisites:
Pixel firing
Primer connected to Google
CRM integration
Step 1
Build and Sync Your ICP in Primer
Use Primer filters (company size, industry, department, seniority) to define your target audience.
Sync to Google Ads as a Customer Match list — YouTube will only deliver to users matched in this list.
Tip:
Make sure your audience has a ≥30K projected matched size to ensure stable delivery.
Step 2
Set Up a YouTube Awareness Campaign
In Google Ads, create a new Video (Awareness & Reach) campaign.
Under Audiences → Segments, select your Primer Customer Match list.
Note:
YouTube is an upper-funnel format — you likely won’t see many last-click conversions. Use Demand Gen for direct lead generation instead.
Step 3
Measure Leading Indicators Through Website Reveal
After launching your YouTube campaign, use Primer Website Reveal to see which accounts are visiting your site after viewing or engaging with your video ads.
Segment revealed accounts by campaign, creative, or UTM source to learn which messages are resonating.
Tip:
Treat Website Reveal metrics as your leading indicators for pipeline lift. These signals typically appear days or weeks before you see conversions in CRM or holdout analyses.
Step 4
Measure Incremental Lift with Holdout Groups
Primer automatically creates a holdout audience (a random 10–20% of your target accounts) that does not see your YouTube ads.
Look at lift across key metrics like demo requests, sign-ups, or pipeline creation to see how brand exposure translates to down-funnel activity.
Tip:
Holdout testing requires time and volume — expect 2–4 weeks for statistical confidence, and larger audiences tend to reach significance faster.
What to expect
YouTube lift is often incremental and diffuse — you won’t see direct attribution in Google Ads, but Primer’s holdout measurement shows the true causal effect of awareness on conversions.
Metric
Native Targeting
Primer ICP Inclusion
CPV
$0.09
$0.11
Watch Time per View
18s
29s
Website Visits (ICP)
-
+62%
Conversion Lift (30d)
-
+24%
Metric
CPV
Native Targeting
$0.09
Primer ICP Inclusion
$0.11
Metric
Watch Time per View
Native Targeting
18s
Primer ICP Inclusion
29s
Metric
Website Visits (ICP)
Native Targeting
-
Primer ICP Inclusion
+62%
Metric
Conversion Lift (30d)
Native Targeting
-
Primer ICP Inclusion
+24%
