PLG

Make paid acquisition actually work for PLG

Primer helps PLG teams drive efficient growth — reaching high-intent users who activate, and re-engaging existing accounts through ads that trigger expansion and upgrades

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Meta was our largest inbound channel, but the quality wasn’t there. Primer let us make it work for enterprise demand. It helps us box in the algorithm so campaigns only learned from the right data.

Trusted by world-class marketing teams at

Acquire the right users — and bring them back when they’re ready to grow.

Build ICP and anti-persona audiences for both inclusion & suppression
Sync CRM and website visitors to drive upsell targeting automatically.
Reach decision-makers and users across YouTube, Meta, LinkedIn, and programmatic — the channels where they actually spend time.

See exactly which audiences drive product outcomes.

Follow every conversion with Funnel Explorer — from ad exposure → signup → activation → upgrade.
Measure incremental lift with built-in holdouts at every funnel stage.
Capture cross-device conversions like mobile ad → desktop signup → paid upgrade.

Plays That Work

ICP Expansion on Meta

LinkedIn CPMs too high? Expand reach without lowering quality.

Use Primer’s audience filters → Sync to Meta → Measure match rates and holdout lift.

See step by step

Improve Search Efficiency

Suppress unqualified search impression and make “inefficient” keywords effective.

Build "Anti-ICP" audiences in Primer → Add exclusion audiences into Google Search to eliminate non-ICP clicks

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Upgrade Campaigns

Turn engaged free-tier users into paying customers.

Push product data into Primer → Build dynamic audiences → Retarget with upgrade offers → Measure incremental lift in upgrade conversions.

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Cross-Sell Campaigns

Expand adoption inside existing customer accounts

Filter for customers using <1 product line → Target champions and adjacent personas across → Highlight add-on or team-plan benefits → Measure expansion lift through holdouts.

See step by step

Core Features

Audience Builder

Build ICP and anti-persona audiences using product and CRM data.
Acquire the right users, not just more users.

Funnel Explorer

Trace ad influence on signup, activation, and upgrades.
Connect paid spend directly to product outcomes.

Conversion Map

Visualize which conversions came from inside or outside your targeting.
Discover hidden high-value cohorts.

Holdout Testing

Measure true incremental lift at activation or upgrade stages.
Prove the real impact of your ad spend.

CRM + Pixel Integration

Unify website, ad, and product data for full-funnel visibility.
No more black box between ad exposure and product behavior.

50%

reduction in CPL

34%

increase in MQLs in under six months

30%

faster upgrade velocity vs. control

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We were spending heavily on paid, but efficiency was slipping. Primer helped us reverse that and rebuild a scalable channel.

Get Started

Connect your website and CRM. Build your first audience.
Watch activation and upgrades start to rise within days.

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