Build an Anti-Persona Audience
Whether in Primer or externally, build a massive list of people to exclude: students, free users, <50-employee firms, irrelevant titles. Then load it into ad platforms. Make sure you enrich it with personal emails to get a good match rate.
Note: Primer can help with the list building and ensures match rates are 30–70%.
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Sync Suppression List to Ad Accounts
Push to Meta, Google, LinkedIn. Status = “Ready” in 12-72 hours (once matching is complete). Don’t worry. Lists auto-refresh every week.
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Add as Exclusion in Retargeting Ad Sets
In each pixel-based ad set/campaign, include your pixel retargeting audience and then apply the anti-persona list under Exclusions.
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Run for 2-3 Weeks, Then Compare
Check CPL, CTR, and on-site conversion events against the previous period for the same campaign. Overall lead volume may decline, but quality will go up.
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