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)

Andrew S.

Growth Marketing Consultant

Mid-Market (51-1000 emp.)

1/19/2026

"Highly Targeted B2B Audiences That Boost Campaign Efficiency and Lead Quality"

5/5

What do you like best about Primer?

Primer allows us to create highly targeted audiences for B2B advertising, resulting in greater campaign efficiency and higher quality leads. Review collected by and hosted on G2.com.

What do you dislike about Primer?

If your audience is niche and you are using Primer for 1:1 targeting there can be a limit to it's scale. We've gotten around this by using Primer to create high quality seed lists for the platform algorithms to leverage. Review collected by and hosted on G2.com.

What problems is Primer solving and how is that benefiting you?

We are trying to improve paid social campaigns through better audience targeting. Primer is helping us become more efficient in cost per metrics while also improving our lead quality which saves our Sales Team time. We have limited native audience targeting based on our ICP and therefore depend on Primer to reach the right business decision makers. Review collected by and hosted on G2.com.

Connor B.

Growth Marketing Manager

Small-Business (50 or fewer emp.)

12/3/2025

"Extensive Integrations and Top-Notch Data for Marketing Success"

4.5/5

What do you like best about Primer?

Primer offers an extensive integration suite and very straightforward reporting, which makes it easy to operationalize across our marketing stack. The tool also delivers consistently strong contact match rates and provides high-quality third-party contact data that enhances our targeting. I also appreciate the depth of their resource library and support documentation—everything from use-case walkthroughs to implementation guides is clearly explained and genuinely helpful. Review collected by and hosted on G2.com.

What do you dislike about Primer?

The main limitation is the spend caps imposed on Primer audiences. For an established SaaS company with a larger paid media budget, these limits can feel restrictive and require additional planning to work around. Review collected by and hosted on G2.com.

What problems is Primer solving and how is that benefiting you?

Primer helps us target our ICP with much more consistency across platforms by combining our first-party data with their extensive third-party contact database. The audience filters are the best I’ve seen—granular, accurate, and highly customizable—allowing us to create very specific segments based on contact and company attributes. As a result, we’re running more precise campaigns, improving relevance, and maximizing the value of our existing data. Review collected by and hosted on G2.com.