The Instant Audience Exclusion Playbook: Stop Wasting Ad Spend on New Leads
Are you tired of wasting money showing acquisition ads to people who have already become leads? When a user converts, they might be removed from your Google Ads audience but continue to see your ads on Facebook for days. This inconsistent sync leads to frustrated customers, wasted budget, and skewed performance metrics.
This playbook details a CRM-centric, automated solution to instantly synchronize your audience exclusion lists across all ad platforms. By using an affordable all-in-one platform like Brevo as the central hub, a new lead submission automatically triggers a webhook. This webhook sends the contact's data to a server-side Google Tag Manager container, which then immediately updates your audiences on Google Ads, Facebook, and more. The result is a seamless, real-time system that stops ads the moment a user converts.
Expected Outcomes
- Drastically reduce wasted ad spend by immediately stopping acquisition ads for new leads.
- Enhance user experience by showing timely, relevant messaging to new customers.
- Achieve real-time, consistent audience synchronization across Google Ads, Facebook, and other ad platforms.
- Improve the accuracy of your campaign performance data by cleanly separating prospects from customers.
- Automate a tedious and error-prone process, freeing up your team to focus on strategy.
Core Tools in This Stack
Brevo (formerly Sendinblue)
Visit websiteBrevo is an all-in-one platform designed to help businesses build stronger customer relationships. It combines a full CRM suite with tools for email marketing, SMS, chat, marketing automation, landing pages, and a sales platform.
Key Features
- Integrated CRM Suite
- Email & SMS Marketing Campaigns
- Marketing Automation Workflows
- Live Chat & Chatbots for Websites
- Transactional Email API
- Landing Page and Signup Form Builder
- Sales Pipeline Management
- WhatsApp Campaigns
- Meeting Scheduler
Ideal For
Company Size: Micro, Small, Medium, Large
Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other
Pricing
Model: Freemium, Subscription, Pay-as-you-go
Tier: Low-cost
Ease of Use
Easy to Use
Google Tag Manager
Visit websiteA free tag management system that allows you to quickly and easily update measurement codes and related code fragments (tags) on your website or mobile app, simplifying the process for marketers and reducing reliance on developers.
Key Features
- Deploy Google and third-party tags without editing site code
- Extensive library of tag templates
- Workspaces and granular access controls for team collaboration
- Built-in debugging tools and version control
- Server-side tagging for improved performance and security
- Error checking and speedy tag loading
Ideal For
Company Size: Micro, Small, Medium, Large
Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other
Pricing
Model: Free
Tier: Free
Ease of Use
Medium
The Workflow
Integration Logic
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Brevo Automation Webhook
This integration operates by using the 'Call a Webhook' action within a Brevo Automation workflow. When a contact triggers a specific event in the workflow (e.g., opens a campaign email), Brevo sends an HTTP POST request (a webhook) containing predefined contact data to a unique URL provided by a Google Tag Manager (GTM) Server-Side container. The GTM container is configured with a 'Webhook Client' to listen for and claim these incoming requests. Once received, GTM can process the data, transform it using variables, and use triggers to fire other tags, such as a Google Analytics 4 event tag, effectively sending the Brevo engagement data to other platforms as a server-side event.
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