When to use
Best for:
teams drowning in unqualified traffic from high-volume keywords like “best [category] tools” or “software for X”. Run this when quality > quantity, or when those one-size fits all search terms overwhelm you with junk leads.
Tools You’ll Need:
Primer
Builds ICP inclusion audiences
Google Ads
Applies audience filters to noisy unbranded campaigns
CRM (HubSpot/Salesforce)
Measures pipeline quality + conversion lift
Primer Pixel
Tracks website and activation events
Launch Checklist
Budget:
≥$2K for a two-week test
Include:
both inclusion-only and control campaigns
Monitor:
delivery of test group to ensure impressions are served
Ensure:
that conversion events are being pushed back to Google
Tip:
Ensure that the keywords selected have very high search volume. Otherwise the test group won’t have any impressions.
Warning:
Expect lower reach — only 30–40% of your Primer audience can be matched in Google, and those users still have to search your keywords. This play trades volume for qualified intent.
Prerequisites:
Pixel installed
CRM connected (optional)
Google Ads linked
Step 1
Identify “noisy” keywords
In Google Ads or Search Console, pull a list of your highest-spend, lowest-qualified search terms.
Create a separate campaign for these noisy terms — this isolates your test.
Tip:
Avoid branded or competitor keywords — those already target intent, not noise.
Step 2
Build Your Inclusion Audience in Primer
Define your ICP in Primer using company size, industry, department, and seniority filters.
Recommended Audience Size:
≥100K matched profiles for any delivery.
Step 3
Set Up a Google Experiment
Use Google Experiments (A/B) to split traffic 50/50 between the inclusion test and control.
Keep budgets equal and conversion tracking identical.
Warning:
Expect impressions to fall 60–80%. That’s intentional. This is a precision test for quality, not scale.
Step 4
Run & Measure
Let the experiment run for at least 14 days (7 for ML stabilization, 7 for evaluation).
Key Metrics:
Qualified Rate
Cost per Qualified Lead
Activation-to-Opportunity Ratio
What to expect
If volume drops too far, consider broad match or add in additional noisy keywords back to Observation mode.
Metric
Lead Volume
No Audience
1,120
Primer Inclusion
640
Lead Volume
–43%
Metric
Qualified Rate
No Audience
21%
Primer Inclusion
44%
Lead Volume
+110%
Metric
CPL
No Audience
$1,180
Primer Inclusion
$780
Lead Volume
–34%
Metric
Opportunity-to-Close Rate
No Audience
7%
Primer Inclusion
11%
Lead Volume
+57%
