Model Your ICP in the Audience Builder
In the Primer audience builder, stack filters for Industry, Company Size, Function, and Seniority until the audience looks like your ICP. Make sure the projected matched audience size is big enough to be performant.
Exclude existing customers if the goal is net-new pipeline.
Aim for ≥30k records; lists under ~10k may struggle to serve.
Sync to Google Customer Match
Primer automatically hashes emails & boosts match rates with a B2C identity graph.
Google populates the audience in <24h but it takes at least 72 hours to fully match.
Attach Audience as Targeting
Create Campaign = Demand Gen (Leads or Website Traffic). Within the Asset Group: at least 5 images + 5 short headlines + 1 × 30-sec video.
For Audience: select only your new Customer List from your data segments.
Set Bidding & Budget
Start with Maximize Conversions. Layer a tCPA once you hit 30 conversions.
Set daily budget = 5–10× your target CPA to let the algo learn.
Measure Qualified-Lead Rate
Track Qualified Lead Rate in your CRM, not just Google form fills. Compare CPL & qualified rate to Search and Display benchmarks.
Tip: Rotate fresh creative every 4–6 weeks to avoid banner fatigue.
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