Meta Lead Gen Custom Audiences

Drive Higher-Quality B2B Leads by Syncing Your ICP to Meta

Meta ads deliver volume but often miss on lead quality for B2B. Primer helps you bypass Meta’s limited native targeting by building and syncing custom audiences based on your Ideal Customer Profile (ICP).

By refining targeting in this way, you can improve lead qualification rates and reduce wasted ad spend. For detailed steps on how to set this up, refer to the visual walkthrough in Primer’s Meta Lead Gen guide.

How to Build and Sync ICP Audiences for Meta Lead Ads:

• Create your ICP audience in Primer: Define targets by department, company size, seniority, and more.

• Sync the audience to Meta: Push your custom audience directly into your Meta ad account as a customer list.

• Launch Lead Ads campaigns: In Meta Ads Manager, create a Lead Gen or Website Conversion campaign and add the synced Primer audience as a Custom Audience. Optionally, create a 1% Lookalike and turn off Advantage+ targeting to keep full control.

• Track lead quality: Add UTM parameters to your ad URLs to track performance, and use your CRM to match leads from Meta campaigns to assess qualification. Monitor key metrics like qualified sign-up rate, cost per qualified lead, and overall conversion rate.

Why It Works:

• Meta is more cost-effective than LinkedIn

• Many B2B brands find success with Meta ads—when targeting is right

• Syncing your ICP improves match rates and lead quality dramatically