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  • Welcome to Primer!
  • Managing Your Account
    • Invite a User to Your Primer Account
    • Change User Role
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    • Notification Center
  • Product Changelog
  • An Introduction to Primer's Database
  • Connections
    • Connecting the Primer Web Script
    • Setting up Connections
      • Connecting Salesforce to Primer
        • Salesforce Requirements and Permissions
        • Troubleshooting Your Salesforce CRM Connection to Primer
      • Connecting HubSpot to Primer
        • HubSpot Requirements and Permissions
        • Troubleshooting Integration Errors
  • BUILDING AUDIENCES
    • How to Build an Audience
      • Primer Filter Criteria
        • Department Definitions
        • Industry Definitions
      • Audience Match Rate Estimates
      • Audience Summary
      • Audience Preview
      • Salesforce Filter Criteria
      • Using CSVs as Filter Criteria
      • Understanding Salesforce and CSV Match Rates
      • Performant Audience Sizes
    • Managing Audiences in Primer
      • Audience Statuses
      • Matched Audience Size
      • Audiences Dynamically Update
      • Active Audience Slots
  • SYNCING AUDIENCES
    • Syncing Your Audience
    • Google Ads
      • Applying Exclusion Audiences to Search Campaigns
      • Apply Audiences to PMax Campaigns As Signals
      • Apply Audiences to Demand Gen Campaign
      • Google Match Rates
      • Google Ads Metrics
    • LinkedIn Ads
    • Facebooks Ads
      • Facebook Intro for B2B Marketers
  • TROUBLESHOOTING CONNECTIONS
    • Meta Troubleshooting
      • Error: Facebook Custom Audiences Terms of Service
      • Error: Facebook Ad Account Not Associated with a Business
      • Error: Facebook Permissions
      • Issue: Junk Leads Because of Advantage+ Audience Setting
      • Error: Too Many Custom Audiences in Facebook
    • Google Troubleshooting
      • Error: Google "Please verify that the account has been whitelisted."
      • Troubleshooting: How to Share Audiences Between Google Ads and DV360
      • Trouble Locating a Specific Audience in Google
      • Trouble Understanding Google Match Rate vs. Audience Size
    • Other
      • Error: Miscrosoft "Customer List Terms And Conditions Not Accepted"
  • UNDERSTANDING PERFORMANCE
    • Benchmarking Success
    • Match Rate vs. Reach Rate
  • Learn More
    • Conversion Lift Analysis (Beta)
    • Experimental Ad Destinations (Beta)
    • Primer Playbooks & Use Cases
      • Paid Social Playbooks
        • Paid Social Lead Generation
      • Ad Audience Best Practices
    • Information Security
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On this page
  • Construct your audience inside Primer
  • Step 1. Set filter criteria
  • Step 2. Pick attributes for People
  • Step 3. Select your destination(s)
  • Step 4: Campaign setup in ad platforms
  • Step 5. Measure results with audience cohort tracking
  1. Learn More
  2. Primer Playbooks & Use Cases
  3. Paid Social Playbooks

Paid Social Lead Generation

Build an ICP audience and sync to Facebook, LinkedIn, and Google. Play Objective: Convert pre-qualified prospects on Paid Social channels.

PreviousPaid Social PlaybooksNextAd Audience Best Practices

Last updated 11 months ago

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

Required Tools/Permissions: Facebook Ads Manager, LinkedIn Campaign Manager, .

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

Exclude any active opportunities/leads, so you're not wasting ad dollars on users in your CRM for this Play.

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.

Company Location = Where a company is headquartered.

People Location = Where that person lives.

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).

Step 3. Select your destination(s)

Select Facebook + LinkedIn + Google as your destination.

Step 4: Campaign setup in ad platforms

If your audience is <50k (Facebook or Google):

  • 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.

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.

Step 5. Measure results with audience cohort tracking

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.

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 . 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
Google "whitelisting"
audience cohort tracking
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