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Unified Audience Retargeting: Stop Wasting Ad Spend on Converted Leads

You're wasting money showing retargeting ads to customers who've already converted. A lead submits a form, but while they are correctly removed from your Google Ads audience, they continue to see your ads on Facebook for days. This disconnect leads to wasted ad spend, a poor experience for new customers, and inaccurate campaign performance data.

This playbook provides a cost-effective and highly flexible solution using Brevo as a central CRM and Make for automation. When a lead converts, they are updated in Brevo, which acts as the single source of truth. A Make automation instantly triggers, communicating with both Google Ads and Facebook Ads to add the contact to your exclusion audiences on both platforms simultaneously. This ensures converted leads stop seeing your ads everywhere, in near real-time, without relying on expensive or limited native integrations.

Expected Outcomes

  • Drastically reduce wasted ad spend by instantly removing converted leads from all retargeting campaigns.
  • Improve the post-conversion customer experience by not showing them irrelevant ads.
  • Achieve near real-time audience synchronization across Google Ads and Facebook Ads.
  • Maintain clean and accurate performance data with always-updated exclusion lists.
  • Implement a 'set-it-and-forget-it' automated system that runs 24/7 without manual effort.

Core Tools in This Stack

Brevo

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Brevo is an all-in-one platform to build customer relationships across email, SMS, chat, marketing automation, CRM, and more, helping businesses grow and strengthen customer connections.

Key Features
  • Email & SMS Marketing
  • Marketing Automation Workflows
  • Sales CRM & Pipeline Management
  • Live Chat & Chatbots
  • Transactional Emails (API & SMTP)
  • Landing Pages & Signup Forms
  • Meeting Scheduling
  • Reporting & Analytics
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Other

Pricing

Model: Free, Freemium, Subscription

Tier: Low

Ease of Use

Medium

The Workflow

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Integration Logic

  • Make

    The integration between Brevo and Make operates on a trigger-and-action basis within a visual workflow builder called a 'Scenario'. Users can set up a trigger module, such as a 'New Contact' event in Brevo or a new row in a Google Sheet. This trigger initiates a data flow to subsequent action modules. The Brevo connector in Make provides a comprehensive set of actions, including 'Create/Update a Contact', 'Send a Transactional Email', 'Add a Contact to a List', and 'Delete a Contact'. Data flows from the trigger app to Brevo, or from Brevo to another app, depending on the scenario's design. The connection is authenticated using a Brevo v3 API key, which grants Make permission to access and modify data in the user's Brevo account.

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Learn how to automatically sync your ad audiences to stop wasting money and improve campaign performance.