LinkedIn Ads

Primer boosts match rate to the highest possible levels on LinkedIn and keeps them continuously updated.

Why Use Primer Audiences for LinkedIn Ads?

LinkedIn’s native targeting is powerful but often too broad, letting in mid-level roles or unrelated industries that dilute your campaign’s impact. Primer lets you build precise, high-match audiences that mirror your ideal customer profile (ICP) and sync them directly to LinkedIn. This tighter targeting drives higher quality leads, lowers costs, and improves overall campaign ROI.

For a deeper dive, check out the LinkedIn Efficiency guide.

Getting Started

Primer gives you the ability to create higher match rate audiences on the LinkedIn Ad platform. These audiences can be used across LinkedIn ad placements.

Primer creates a contact audience in LinkedIn from your people audience.

Recommended Audience Size

LinkedIn has the smallest minimums among all of the ad platforms. Audiences as small as 300 contacts can still serve. On LinkedIn, bigger is not always better, and there is an upper limit of 300,000 contacts per audience.

Assessing Match Rate

LinkedIn has by far the most granular and accurate reporting on audience size and match rate.

Go to your LinkedIn Campaign Manager and navigate to your Account Assets —> Matched Audiences

It takes up to 72 hours for a LinkedIn audience to fully match.

FYI - Within LinkedIn you may occasionally see Matched Audience Sizes that are greater than the size in Primer. Audience Size is the total targetable profiles after accounting for opt-outs and matches across all input data. One profile can match to one, many, or the same destination profiles, so Audience Size can be larger or smaller than the Matched Count depending on these relationships.