Primer Reviews & Product Details

What I like most about Primer is the ability to reach highly relevant B2B audiences on channels where traditional targeting options are often limited. It makes platforms like Reddit and Meta much more useful for reaching specific professional audiences beyond standard demographic and interest-based targeting. Review collected by and hosted on G2.com.

The main limitation is the spending cap on Primer audiences. It would be great to have more flexibility to scale spend when an audience is performing well. Review collected by and hosted on G2.com.

Primer gives us LinkedIn-level targeting across multiple ad channels, and our sales team loves the lead quality. Review collected by and hosted on G2.com.

My only dislike is the UI of the audience builder and the limited view of filter parameters you've already added. Otherwise, the platform is simple and straightforward to use Review collected by and hosted on G2.com.

It is one of the most straightforward B2B marketing tool used to target audiences across Google, Meta, and TikTok. Their UX is very simple and easy to understand and the integration with ad platforms is only a few clicks away. I also really appreciate the dashboard audience overview that showcase how your audience size is segmented while you are building it. Review collected by and hosted on G2.com.

I think there's room for improvement with measuring the ROI in-platform. If a pixel is installed, then I presume it should be possible to pull key events in platform to showcase ROI for every audience built on the platform in a more inclusive view Review collected by and hosted on G2.com.

Great tool that allows us to target B2B targets across all ad platforms. Most B2B ad targeting is limited to LInkedIn and CPM's are extremely expensive. SayPrimer allows us to target the same people but on Google/Meta/TikTok where the CPM's are much cheaper and people are more inclined to take action. It's helped us drive much stronger ROI for our clients. Review collected by and hosted on G2.com.

Don't really have anything negative to say. We've been using them since 2024 and have had no issues. Customer support is amazing and they are proactive in letting you know if there are any suggestions with your account. Review collected by and hosted on G2.com.

I like that Primer is easy to use and it works well. Building audiences is crucial for us, and Primer gives us significantly higher match rates than any other option across paid search and social channels. It also helps us by creating and matching lists directly to platforms, making sure we have correct and accurate audiences, which is essential for getting the best return on our ad spend. Primer effectively combines lists that otherwise don't match in-platform or to the audiences we want to target. Review collected by and hosted on G2.com.

There are some platforms that Primer doesn't connect to yet, but it hasn't created a roadblock for us at this time. Review collected by and hosted on G2.com.

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.

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.

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.

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.

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.

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.

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.

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.

Primer offers great flexibility for building and creating audiences while also making it easy to sync directly with my primary ad platforms. This allows for great surround-sound advertising across the places my customers like to be. It was very easy to set up and we use this in for audience building on a daily basis. Review collected by and hosted on G2.com.

Primer can become even stronger if it allows for syncing to more ad platforms. It would also be great if there were some way to get reporting on exposure to the audience by platform. Review collected by and hosted on G2.com.