Inclusion Targeting for Unbranded Google Search

Building Inclusion Audiences for Google Search

The Problem

The Play: Step-by-Step

Step

Build your ICP audience in Primer

Define your ideal buyers using firmographic filters:

Target industries
Mid-market and enterprise company sizes
Titles that influence or own purchasing decisions

Then sync that audience directly to Google.

Step

Apply it as an inclusion list in Google Search

Go into your Google Ads campaign, and under audiences, target only your synced ICP audience.

Step

Adjust campaign settings for delivery

Because inclusion audiences are usually small, you may run into delivery issues. To improve reach try:

Using broad match keywords
Or optimizing for clicks instead of conversions

These settings give Google more flexibility to find qualified users within your constrained audience.

Step

Monitor performance closely

Expect WAY lower volume and higher CPC—but better quality and ROAS.

If you're not sure about the impact, try running the audience in observation mode first.

Why It Works

No audience = high volume, high cost

Ads are only served to pre-qualified buyers

Inclusion = laser focus on ICP with every impression

Necessary to make high bid keywords work

Results

“Chatbots is a term I need to go after—but not in a broad sense. There’s too much noise from students, consumers, and use cases outside our business model. I’m using Primer audiences as a strategic constraint—like a box—to block out the junk and keep search focused on our true ICP.”

Alberto Aviles

Moveworks

No Audience

Conversions

811

Opps

Cost per Opp

$1,136

Inclusion (Primer)

Conversions

Opps

Cost per Opp

$5,552

Exclusion (Primer)

Conversions

Opps

Cost per Opp

725

Try This Play

Available on all plans

Works with Google Search campaigns

No marketing ops or tech support required

Sign in to run this play

Book a walkthrough

to see how others are using it

Use inclusion targeting to strictly limit search traffic to ICP users

Building Inclusion Audiences for Google Search

The Problem

The Play: Step-by-Step

Why It Works

Results

“Chatbots is a term I need to go after—but not in a broad sense. There’s too much noise from students, consumers, and use cases outside our business model. I’m using Primer audiences as a strategic constraint—like a box—to block out the junk and keep search focused on our true ICP.”