Unbranded Search Exclusion Audiences

Optimize Your Search Campaigns with Primer’s Exclusion Audiences

Enhance your Google Ads search campaigns by leveraging exclusion audiences to filter out irrelevant or low-intent traffic, such as non-buying job titles, small companies, or unrelated industries. Primer enables you to build and sync these audiences directly to Google Ads, helping you reduce cost per lead and improve overall lead quality.

For more info on the benefits, check out Primer’s Unbranded Search Exclusion Targeting use case.

How to Test the Impact of Exclusion Audiences:

• Define an "anti-ICP", broad exclusion audience - e.g. filter everyone in the U.S. above or below a certain employee count to ensure the wrong people aren’t served your ads. Because each audience has a limit of 3M people you may need to split this across multiple audiences.

• Establish search campaign metrics from the past two weeks as your benchmark.

• Add the Primer exclusion audiences to your search campaign without changing any other campaign settings.

• Check back in two weeks to compare the metrics and gauge the efficiency gains. This should be the cleanest way to test.

How to Add an Exclusion Audience to an Existing Search Campaign:

Follow these steps to exclude a specific audience from an existing search campaign:

• Select the Campaign

  • Navigate to your list of campaigns.

  • Select the campaign you want to edit.

• Access the Audiences Section

  • In the campaign’s settings menu, go to Audiences (found under the Audience, Keywords, and Content section).

  • Scroll down and click Edit Exclusion.

• Choose the Exclusion Level

  • Specify whether you want to exclude the audience at the campaign or ad group level (if applicable).

  • Locate the campaign (or ad group) you want to edit.

• Add Exclusion Audiences

  • You’ll see any existing exclusion audiences already applied.

  • To add more, enter the name of the audience you want to exclude in the search field.

  • Select the audiences you wish to exclude and click Save.

• Monitor Performance

  • To gauge the impact of your exclusion audiences, compare campaign performance from the period before you applied the exclusions to the period after. This helps you confirm the effectiveness of your strategy.