Primer Pricing Overview

Free Trial

Free Plan

Free

For teams exploring audience creation and initial workflows and wanting to de-anonymize site traffic.

Primer Grow

$1,000.00

Per Month

For teams building initial scale with targeted B2B audiences. Build and activate high-quality audiences across major ad platforms while improving match rates and campaign efficiency.

Primer Scale

$15,000.00

Per Year

For teams scaling spend and expanding beyond LinkedIn and Search. Extend targeting across more channels while increasing audience volume, collaboration, and control.

Advanced Suppression Audiences (Add-on)

$15,000.00

Per Year

Exclude non-ICP traffic and reduce wasted spend across campaigns.

Primer’s pricing model is designed for B2B marketing teams that rely on paid media but are constrained by high CPMs on LinkedIn and limited scale from search. Plans are structured around audience scale and projected ad spend, helping teams get more out of core channels while expanding into platforms like Meta, YouTube, and Reddit.

The Grow plan supports teams building initial scale with high-quality, high match rate audiences. The Scale plan is designed for larger programs that need more audience capacity, additional destinations, and greater control across accounts. All plans include access to Primer’s audience builder, multi-source B2B data, and cross-platform activation. A free plan is available for evaluation, along with optional add-ons for suppression and advanced targeting.

Primer has 4 pricing editions, from $0 to $15,000. A free trial of Primer is also available. Look at different pricing editions below and see what edition and features meet your budget and needs.

Pricing information for Primer is supplied by the software provider or retrieved from publicly accessible pricing materials. Final cost negotiations to purchase Primer must be conducted with the seller.

Pricing information was last updated on March 23, 2026

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Primer Pricing Reviews

(2)

Gabriel D.

Paid Media Specialist

Mid-Market (51-1000 emp.)

3/19/2026

"Easy B2B Audience Setup for Meta & Google Ads with Powerful Filtering"

5/5

What do you like best about Primer?

Primer offers a very easy and affordable way to set up B2B audiences on Meta and Google Ads, with filtering options that are even better than what LinkedIn Ads offers natively. You can do this in multiple ways, such as integrating directly with your CRM or uploading a CSV, and the platform is straightforward and easy to use. Review collected by and hosted on G2.com.

What do you dislike about Primer?

In my opinion, the pricing tiers require a significant jump in commitment from one level to the next. Review collected by and hosted on G2.com.

Naor V.

Paid Marketing Associate

Enterprise (> 1000 emp.)

5/5/2026

"Efficient Audience Targeting with Cost Challenges"

3/5

What do you like best about Primer?

I appreciate Primer for its customer exclusion and audience granularity features. They allow me to exclude customers and irrelevant personas from marketing programs, which is very impactful. I find the audience control it offers to exclude customers from certain offers incredibly beneficial. The initial setup of Primer was extremely easy for me, making it a smooth transition from using Metadata.io. Review collected by and hosted on G2.com.

What do you dislike about Primer?

CPA is super high, and the ideal segments we use for true ICP targeting get overwhelmingly saturated high frequencies over 6 or so weeks. Review collected by and hosted on G2.com.