# Overview

Meta Ads can drive powerful B2B lead generation when paired with precise audience targeting. Primer lets you build custom audiences based on your Ideal Customer Profile—such as company size, department, and seniority—and sync them directly to Facebook and Instagram. This approach helps you overcome Meta’s broad native targeting, improving lead quality and campaign efficiency. 

Learn more with a detailed guide and best practices, by visiting Primer’s [Meta Lead Gen Guide](https://www.sayprimer.com/use-cases/primer-meta).

#### Getting Started

These audiences can be used across Facebook and Instagram ad placements.

#### Recommended Audience Size

Facebook prefers an overabundance of data. It provides an advantage for their algorithm, which identifies those users most likely to act in accordance with your campaign objective. Their minimum audience size requirement is meant to protect the privacy of the audience members, reducing the likelihood of identifying individuals via Facebook pixels or their actions on ads. 

{% hint style="info" %}
It takes up to **12 hours** for a Meta audience to fully match.
{% endhint %}

**Based on extensive testing, we recommend the following audience sizes:**

| Awareness building for outbound        | >5,000 users  |
| -------------------------------------- | ------------- |
| Direct-response, last-click conversion | >30,000 users |
| Lookalike                              | >500 users    |

{% hint style="info" %}
Check out our [Facebook Intro for B2B Marketers](/primer/ad-destinations/facebook-ads/facebook-intro-for-b2b-marketers.md) for a more extensive breakdown of how to best leverage Primer audiences within Facebook
{% endhint %}


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