How to use custom audiences to drive higher quality B2B leads from Meta

Build B2B audiences outside Meta, then sync them in to bypass Meta's weak native targeting filters.
Sync your ICP
into Meta
Improve qualification rate
and lead quality
Override Meta’s algorithm
with better targeting

Building B2B Custom Audiences for Meta

The Problem

Meta lead ads
Meta  ads are easy to spin up and great for volume. But in B2B, Meta volume often means junk.
You're getting form fills, but are they qualified?

Unfortunately, Meta’s native targeting is built for B2C. Primer lets you create custom audiences based on your Ideal Customer Profile — company size, department, seniority, and more – and sync that ICP directly into Meta as a customer list custom audience that gets excellent match rates.

The Play: Step-by-Step

Step
1
Create a Primer audience that mirrors your ICP
Define your ideal targets — department, company size, seniority — and build the audience in Primer.
ICP audienceSync That Audience to Meta Ad Account
Step
2
Sync that Audience to your Meta ad account
Push your ICP audience directly into Meta as a customer list custom audience.
Step
3
Launch a Lead Ads campaign
In Meta Ads, add the audience into an ad set or use it to create a 1% lookalike. Run Meta lead ads (in-app form fills) or website conversion campaigns.

Remember to turn off Advantage+ targeting.
Learn more
Lead Ads CampaignQualification Rate
Step
4
Track qualification rate
Use UTMs + CRM matching to track which leads convert into pipeline. Measure qualified signup rate and cost  vs. Meta’s native targeting.

Why It Works

Meta is much cheaper than LinkedIn
Many B2B brands run ads on Meta effectively
Meta requires better B2B targeting to work
High match rates unlock list-based audiences

Results

Read Air Story
Metric
Results
Sign-Up Cost
$42
Conversion Rate
3%
Qualified Sign-Up Cost
$70
Qualification Rate
60%
Sign-Up Cost
Results
40%
Conversion Rate
Results
3%
Qualified Sign-Up Cost
Results
$70
Qualification Rate
Results
60%
Try This Play
Available on all plans
Works with Meta Lead Ads and Website Conversions
No marketing ops or technical help required
Sign in to run this play
Or
Book a walkthrough
to see how others are using it
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