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 guide for visuals and results you can get.

Step-by-Step Guide to Implement Inclusion Targeting

1. 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.

1. 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.

1. 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.

1. 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.

1. 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