Branded Search Exclusion Audiences
Protect Your Brand Search Budget by Filtering Out Low-Value Traffic
Your brand terms attract lots of clicks—but not all lead to pipeline. Customers logging in, job seekers, and free users can drain spend without generating revenue.
Primer helps you build exclusion audiences that keep branded search lean and focused on real opportunities.
Want to cut waste and improve efficiency? Check out Primer’s Branded Search guide.
How to Use Exclusion Audiences for Branded Search:
Build your exclusion audience in Primer: Use your CRM lists and firmographic filters to define who shouldn’t see your brand ads—like current customers, job seekers, or free users—and sync to Google Ads.
Apply exclusions in Google Ads: In your branded keyword campaign, add the synced audience as an exclusion under Audience targeting.
Monitor and optimize: Expect minimal change in volume but better ad spend efficiency. Try Google’s observation mode first to baseline waste before excluding.
Why It Works:
Branded search traffic mixes high-value and no-value clicks
Exclusions suppress noise without reducing reach
Your budget focuses on net-new pipeline, not support or recruiting traffic
Last updated