# Paid Social Lead Generation

**Play Objective:** Convert pre-qualified prospects on Paid Social channels.

**Required Tools/Permissions:** Facebook Ads Manager, LinkedIn Campaign Manager, [Google "whitelisting"](https://support.google.com/adspolicy/answer/6299717?hl=en).

**Estimated Time for Completion:** 20 - 25 minutes

## Construct your audience inside Primer

### Step 1. Set filter criteria 

There’s an inherent tension between audience size and audience quality – if your audience is very narrow, select the minimum number of filters required to qualify them. A good starting point is to filter on some of the following attributes:

| Geography     | Customer Type | Number of Employees |
| ------------- | ------------- | ------------------- |
| Funding Stage | Industry      |                     |

{% hint style="info" %}
Exclude any active opportunities/leads, so you're not wasting ad dollars on users in your CRM for this Play.
{% endhint %}

### Step 2. Pick attributes for People

We find it helpful to filter by job title/department, allowing you to better align downstream messaging and creative:

**Example Job Titles & Functions**

* Performance Marketer
* Demand Generation
* Growth Marketer
* Head of Growth
* Head of Marketing
* Paid Acquisition

Don't forget to add a filter for People Location. 

{% hint style="info" %}
Company Location = Where a company is headquartered.

People Location = Where that person lives.
{% endhint %}

{% hint style="info" %}
Depending on your ICP, it might be helpful to choose to limit the number of people from each company, particularly in departments with many overlapping functions (finance/engineering).
{% endhint %}

### Step 3. Select your destination(s)

Select Facebook + LinkedIn + Google as your destination.

<figure><img src="/files/hXgRrGUXJYUq1GCbGhJ1" alt=""><figcaption></figcaption></figure>

### Step 4: Campaign setup in ad platforms

If your audience is <50k (Facebook or Google):&#x20;

* Set your campaign objective to awareness or traffic. Do not allow the ad platform algorithm to optimize for conversions; instead, optimize for reach.

With LinkedIn, smaller audiences (<10K) can generate leads, but we find that with consumer social media platforms, picking the right campaign objective is key for a B2B conversion.

{% tabs %}
{% tab title="Facebook" %}
{% embed url="<https://scribehow.com/shared/Facebook_Campaign_Creation__Z25_nhiORbyCvWtq-lTrDw>" %}
{% endtab %}

{% tab title="LinkedIn" %}
{% embed url="<https://scribehow.com/shared/LinkedIn_Campaign_Creation__IG2U12_6TXqsQamhUzONcQ>" %}
{% endtab %}

{% tab title="Google" %}
{% embed url="<https://scribehow.com/shared/Google_Campaign_Creation__x16PU9o3TYCHtEzht3YKFA>" %}
{% endtab %}
{% endtabs %}

{% hint style="info" %}
Since you’re targeting your exact ICP with Primer, you want **more frequency, not less**. The winning strategy is to consistently stay in front of prospects in case an internal buying trigger occurs.
{% endhint %}

### Step 5. Measure results with audience cohort tracking

When you target your audience natively on ad platforms, the common way to measure results is via last-click conversion via UTM parameters. But very few B2B purchases are made from one click to an ad. **When you build your audience with Primer, attribution becomes dead simple because you know up front who will be receiving your ads.** This means you can measure the percent of leads who converted after being served an ad – whether they clicked on the ad or just viewed it – we call this [audience cohort tracking](https://blog.sayprimer.com/paradigm-shift-cohort-tracking-ad-audiences-13859304db54). To calculate your conversion rate, simply look at the number of leads who were served your ad and the number of leads who signed up, regardless of the last source.

![Cohort Tracking](https://miro.medium.com/max/720/1*-576QFFUV8fmR-GAAIhv1g.webp)

We always see a spike in direct signups when we increase our Facebook audience spend. There is a proven correlation and audience cohort tracking can measure it on an individual level.


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