Google Ads

Primer allows you to create and enhance audiences that improve your match rate on Google Ads.

Getting Started

Primer gives you the ability to create higher match rate customer re-marketing audiences on the Google Ads platform. These audiences can be used across Search, GDN, YouTube and Gmail.


  • Primer integrates with Google Ads’ “Customer Match” feature. To use Customer Match audiences a Google Ad’s account must be whitelisted. Once you’ve confirmed whitelisting, Primer can sync in audiences.

Connecting Google Ads

Connecting your various Ad Platforms can be done quickly and easily within Primer's Integrations page. From the Integrations page within Primer, select the platform(s) you'd like to connect to.
When you select 'Connect Account' you will be taken through the process of logging in and oAuthing a connection between that ad account and Primer. Once connected, you'll be able to see your Account information and a 'Completed' status, indicating the connection was successful.
If you’re trying to use Customer Match audiences to only target specific individuals within an audience, we recommend you wait to test Google until you’re prepared to sync audiences through Primer that are >20K in # of records.
However, smaller Customer Match audiences can be effective for:
  • Similar Audiences (e.g. Lookalikes): Similar Audiences are the audience that looks like your existing audience from your customer emails, websites, etc. They practically share the same interests with your audience. Use the Primer created Customer Match Audience as the input for a Similar Audience. Similar Audiences in Google Customer Match are identical to Facebook Lookalike audiences.
  • Exclusion Audiences: Creating exclusion audiences helps prevent ad dollars being wasted on bad fit individuals. Examples of people that that you likely don't want seeing your retargeting ads, but have a good chance of seeing them anyway, include:
    • your own team
    • direct partners and competitors
    • existing customers (except for upsell of renewal campaigns)
    • job seekers
    • non-ICP prospects (or "bad fit" accounts).
    Use the Primer Customer Match Audience as an Exclusion audience in your Search, GDN, Youtube, etc. ads

Assessing Match Rate

Audiences will populate in your Google Ads Dashboard.
It can take up to 72 hours for a Google audience to fully match
Unless your account has a strong reputation and a history of using Customer Match audiences, your initial projected audience size and match rate may be quite low. While the technical minimum is only 1,000 emails to create an audience, we have found that audiences below 20K have limited size and limited reach unless your account has a stellar history with Google.
When trialing Primer we recommend you look at the ratio of the Un-enhanced Audience Size with the Enhanced Audience Size. You’ll notice the Enhanced Audience size will show up as 4 times bigger in size range than the Un-enhanced. In fact, the Un-enhanced size may be too small to target.

Troubleshooting Google Ads

Primer integrates with the Google Ads “Customer Match” feature. It is not available for all advertisers. To use Customer Match, your account must have:
  • At least 90 days history in Google Ads
  • More than USD 50,000 total lifetime spend.
    • Note: For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency)
  • A good history of policy compliance
  • A good payment history
If you want to start using Customer Match and you meet the requirements above, you’ll need to contact your assigned account manager to request access to Customer Match.
If you don’t have an account manager, but you meet the above criteria, contact support and they will assign one.

Finding Primer Audiences

  • Click the “tools” icon in the top right corner of your screen.
  • Under the section labeled “Shared library” click “Audience Manager.”
  • Click “Audience Lists” from the Page menu on the left.
  • Under the “Re-marketing” tab you will see Primer loaded audiences with their Primer campaign ID.
  • Click on the audience name to see Google’s match rate.
You can use this audience with the following networks and campaign types:
  • Search
  • Youtube
  • Gmail
  • Display
If you’re new to Google Ads, check out AdEspresso’s comprehensive guide for setting up campaigns