Note: These are the setup instructions if you are using a GA4 account. The setup instructions for Universal Analytics 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.

Setup:

To complete this setup you will need:

i) Editor or Admin access to the Google Analytics property

ii) Standard or Admin access to the Google Ads account

Step 1

In your GA4 use the right hand navigate to Configure

Then select Audiences from the Configure menu

Step 2

Once inside your Audiences page select “New Audience” at the top

Step 3

Under Start from scratch heading click Create a custom audience

We are going to start by creating an “All Companies” audience. In Step 9 we will explain how to create subsets of this audience for Industry, Employee size or a combination of attributes.

Step 4

At the top name the audience “Leadfeeder - All Companies” and add a description

Step 5

Select ‘Add new’’. Then click on ‘Custom’ and under ‘User-scoped’ select leadfeeder_company_name (if you named the custom definition differently during setup the name will appear differently here)

Step 6

Select ‘Add filter’. Under ‘Condition’ select does not exactly match. Then select (not set) in the field below. Finally check ‘At any point in time and click Apply.

Step 7

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 8

Click Save. Your audience is now saved and available in Google Ads. If you’d like to go ahead and add this to a campaign skip Step 9 but prior to that we will show you how to create some other audiences.

Step 9

To create other audiences, follow the same steps 3- 8” except in Step 5 & 6 edit the conditions to match the new audience you want to create. Here are some examples:

Industry specific audience

Select leadfeeder_industry as the dimension and under Conditions add a filter to exactly matches {Industry Name}. You can find a full list of Industries here. You can add multiple industries by using OR functionality.

Employee size audience

Select leadfeeder_employees as the dimension and under Conditions add a filter to exactly matches employee count you want. You can add multiple employee counts by using OR functionality.

Industry and Employee size combination audience

You can also create a combination audience where the users need to meet both industry and employee size criteria to enter the audience.

Firstly, select leadfeeder_industry as the dimension and under Conditions add a filter to exactly matches {Industry Name}. You can find a full list of Industries here. You can add multiple industries by using OR functionality.

Then select And and add leadfeeder_employees as the dimension and under Conditions add a filter to exactly matches employee count you want. You can add multiple employee counts by using OR functionality.

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” or the title you gave the audience when you were creating it.

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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