Play · Google Search
Use Primer’s exclusion audiences to automatically filter out junk clicks — competitors, students, and small companies that will never convert — while keeping your best prospects fully in reach.
Primer connects your CRM and ad data to train Google’s algorithm on what not to target — eliminating low-fit traffic before it burns budget.
Step 1
Build an audience of everyone outside your ICP — small companies, students, competitors and customers — and sync it to Google Ads.
Note: This play can only be statistically proven if the advertiser has enough ad spend (typically >$30K/month)
Product example: in Primer's audience editor, an anti-ICP exclusion audience that starts from companies with 1 to 10 employees and adds students, interns and freelancers, competitors and customers, limited to people in the United States and Canada: 6.9 million companies and 48.2 million people, matching 41.3 to 47.9 million on Google Ads, synced as a Customer Match list.
Step 2
Add the Primer audience as an audience exclusion on a trial copy of your unbranded search campaign. The original campaign keeps its current targeting.
Warning: Ensure you have enough budget and volume devoted to the experiment to achieve stat sig.
Product example: Google Ads audience segments for the trial arm of the Unbranded – Workflow automation search campaign, with the Primer – Anti-ICP Exclusion Customer Match list of 41.3 to 47.9 million users added under Exclusions while the base campaign keeps serving everyone.
Step 3
Set up a Google Ads custom experiment with the original campaign as the base and the copy with the exclusion as the trial, so traffic and budget split between them against a true control.
Note: It will often take multiple weeks to achieve clear results. Make sure the experiment split test is set up as Cookie-based
Product example: a Google Ads custom experiment, Exclusions on Unbranded Search, running for 21 days with goals to increase conversions and decrease cost per conversion, split 50/50 between base and trial campaigns and set to cookie-based.
Step 4
Step 5
Measure results via the Google experiment, then check which signups were in your ICP in Primer.
Ask Primer
Open the completed experiment to compare the trial campaign, with Primer exclusions, against the base campaign.
In Google Ads: experiments show each metric’s change and whether it’s statistically significant.
Product example: the completed Google Ads experiment. The trial campaign with Primer exclusions had 7,610 clicks against 9,840, 398 conversions against 412, and a cost per conversion of $52.51 against $70.15, a statistically significant 25% drop, on $20,900 of spend against $28,900.
Ask Primer
Google counts conversions. Primer shows which signups were in your ICP and went on to activate.
Ask Primer: it compares activation rate and cost per qualified signup for the base and trial campaigns.
Product example: asked whether excluding the anti-ICP brought better signups, Primer reports 398 trial signups against 412 in the base campaign, 38% in the ICP against 19%, 151 qualified signups against 78, $138 per qualified signup against $370 and a 31% activation rate against 22%.
Lower CPC and CPL
Higher qualified conversion rate
Better ROAS
A list of people you don’t want clicking your search ads — non-ICP users, tire-kickers, existing customers. Primer builds it from its database, your CRM and pixel data, and syncs it to Google Ads, where it’s applied as an audience exclusion.
Primer’s exclusion audiences filter out junk clicks — competitors, students, and small companies that will never convert — while keeping your best prospects fully in reach.
This play can only be statistically proven if the advertiser has enough ad spend (typically over $30K/month). Plan $2–5K per test campaign and run it at least 14 days.
Add the Primer audience as an exclusion on a trial copy of your unbranded search campaign, then create a custom experiment with the original as the base and the copy as the trial. Make sure the experiment split is set up as Cookie-based and run the test for 2–3 weeks. It will often take multiple weeks to achieve clear results.
Activation Rate and Cost per Qualified Signup, measured against the base campaign in a cookie-based Google experiment.
One B2B payroll platform said adding Primer suppression audiences instantly dropped CPL 25% and doubled their qualified rate.
Build the audience, sync it to every channel, and ask Primer what it drove.
