# Unbranded Search Inclusion Targeting ### **Drive Efficiency by Focusing Only on High-Fit Buyers** When budget is tight and clicks are expensive, you can’t afford to waste impressions on the wrong people. Primer helps you zero in on your Ideal Customer Profile (ICP) using inclusion audiences—so your ads only reach the buyers that matter. Rather than casting a wide net, this strategy draws a box around your ICP and keeps Google’s targeting firmly inside it. Need a quick setup tutorial? Explore Primer’s [Unbranded Search Inclusion Targeting](https://www.sayprimer.com/use-cases/primer-unbranded-search-inclusion) guide for visuals and results you can get. {% embed url="" %} ### Step-by-Step Guide to Implement Inclusion Targeting **Define Your ICP Audience in Primer** * Log in to your Primer account. * Click on **“Create Audience”**. * Apply firmographic filters to define your ICP, such as: * Target industries * Mid-market and enterprise company sizes * Job titles that influence or make purchasing decisions * Save and name your audience appropriately. **Sync the Audience to Google Ads** * After saving, select **“Sync to Destination”**. * Choose **Google Ads** as the destination platform. * Confirm the synchronization. * Primer will automatically push the audience to your linked Google Ads account. **Apply the Audience as an Inclusion List in Google Ads** * Log in to your Google Ads account. * Navigate to the specific campaign you want to target. * Go to the **Audiences** section within the campaign settings. * Add the synced Primer audience as a **targeted audience**. #### **Adjust Campaign Settings for Optimal Delivery** Given that inclusion audiences are typically more specific and smaller in size, you might encounter limited reach. To enhance delivery: * Use **broad match keywords** to widen the potential search terms. * Consider optimizing for **clicks** instead of conversions to allow Google more flexibility in ad delivery. #### **Monitor Performance and Iterate** Expect a decrease in overall volume but an increase in lead quality and ROI. Regularly review campaign performance metrics and adjust your audience filters and campaign settings as needed to maintain optimal results. ### What You’ll Learn in the Guide: * How to build your ICP audience in Primer * How to apply it as a **targeting constraint** in Google Ads * What campaign settings to adjust for delivery * Why this approach improves ROAS on high-CPC keywords --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://support.sayprimer.com/primer/use-cases/unbranded-search-inclusion-targeting.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.