Build a brand exclusion audience in Primer
Use your CRM or firmographic filters to define who shouldn’t be seeing your branded search ads:
Your current customer list
Job titles that rarely convert (e.g. interns, students)
Support-seeking roles or existing users
Then sync that audience to Google.
See how audience building works
Apply it as an exclusion in Google Ads
In your branded keyword campaign, add the synced audience as an exclusion under audience targeting.
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Monitor results and adjust
Expect minimal impact to total volume — but higher efficiency.
Use Google’s observation mode if you want to baseline how much spend is going to the wrong audiences before excluding them.
See how audience building works
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