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, its 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 Dealfront's Google Analytics Connector comes to the rescue.

Our Google Analytics Connector sends Leadfeeder data 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:

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.

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

In GA4, navigate to the Admin panel, then click Audiences under the Property menu

Once inside your Audiences page select New Audience

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.

At the top, name the audience “Dealfront - All Audiences” and add a description

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)

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.

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

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 you can skip Step 9, but prior to that we will show you how to create some other audiences.

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

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.

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.

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 Leadfeeder data to target only companies or to customize your Google Ads to your target audience as shown here.

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Questions, comments, feedback? Please let us know by contacting our support team via live chat or by sending us an email at support@dealfront.com.

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