Create an exclusion audience in Primer
Build an audience that captures people outside your ICP:
Then sync it directly to Google Ads.
See how audience building works
Apply as exclusions in your Search campaigns
Open your search campaign in Google Ads and assign the synced audience under exclusions.
See how audience building works
Monitor results and optimize
Watch CPL drop and pipeline quality improve — even as volume stays consistent. Want to baseline it first? Use “Observation” mode to see how much budget is currently wasted on non-ICP clicks.
See how audience building works
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