Note: These are the setup instructions if you are using a Universal GA account. The setup instructions for GA4 can be found here.

Google Ads is the most widely used digital ads platform with over $150 billion in revenue every year (yes that billion with a B)! However, for all the advanced functionality that is now available in Google Ads, it’s B2B targeting options remain limited at best.

Most B2B companies waste a huge portion of their Google Ads spend on clicks from individuals who are unable to use or purchase their product. This is where Leadfeeder’s Google Analytics Connector comes to the rescue.

Leadfeeder’s Google Analytics Connector sends B2B data from Leadfeeder to your Google Analytics account as custom dimensions, allowing you to create custom audiences of only B2B companies that you can then import into your Google Ads account to use as targeting criteria for your campaigns.

Thereby, the Connector transforms Google Ads into a B2B advertising platform, allowing you to optimize your Google Ads campaigns by:

  • Focusing your retargeting campaigns on only relevant companies visiting your website.

  • Personalizing the messaging in your retargeting campaigns by industry or company size.

  • Creating lookalike audiences of the companies already visiting your website.

This article walks you through configuring custom B2B audiences in Google Analytics, including examples such as all companies visiting your website and target industry. It will also show you how to share these audiences with your Google Ads account and how to optimize your retargeting campaigns with the data.

How to get started:

NOTE: To complete the setup, you’ll need Editor or Admin access to the Google Analytics property and Standard or Administrator access to the Google Analytics account.

STEP 1: In your Google Analytics account navigate to Admin -> Property -> Audience Definitions -> Audiences.

STEP 2: Once inside your Audiences page select New Audience at the top.

You can choose to create either an “All Identified Companies” audience (continue to STEP 3) or “Industry specific” audience (jump to STEP 9).

STEP 3: Create “All Identified Companies” audience by first clicking Create new. Then under “Audience definition” click Edit and navigate to Advanced -> Conditions.

STEP 4: Under Conditions, add a filter for Sessions that include “Company Name (Leadfeeder) matches regex .* and click Apply.

STEP 5: On the right hand side change the membership duration to whatever makes sense for your business. If you aren’t sure, we recommend starting with 90 days.

STEP 6: Name the audience “Leadfeeder Connector - All Companies” and click Next Step.

STEP 7: Under “Audience destinations”, navigate to Google Ads and select your Google Ads account from the list. If your Google Ads account isn’t showing up here, you first need to link it to your Google Analytics account using this guide.

STEP 8: Publish the audience and click the link to create a remarketing campaign. This will open up your Google Ads account where you can create or edit your remarketing campaigns to include this audience.

STEP 9: To create “Industry specific audience”, follow the same steps as the “All Companies audience” but except for at Step 4 select the following:

Under Conditions add a filter for Sessions that include “Industry (Leadfeeder) exactly matches {Industry Name}.

By using OR functionality you can add as many industries as you like. You can find a full list of Industries here.

How to find the audiences, that were created in Google Analytics, in Google Ads

STEP 1: Navigate to Tools and Settings -> Shared Library -> Audience Manager.

STEP 2: Search for audiences containing “Leadfeeder Connector.”

STEP 3: Click on the audience to open it. When you have just created the audience there will be no data as it only starts recording the audience from when you set it up.

Check back in after a few days and you should see the audience populating like this:

You can use the sent Leadfeeder data to target only companies or to customize your Google Ads to your target audience as guided here.


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