Strategy #1 - Exclusion Lists

Use when your goal is reducing wasted spend & operational noise

The problem this solves

You’re paying to reach people who:

• Are already customers or patients

• Already converted

• Aren’t eligible

• Should not be calling / clicking / re-engaging

This inflates costs, depresses conversion rates, and creates operational load.

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What you need in Freshpaint to power exclusion lists

Exclusion lists in Freshpaint are built in two ways:

Option 1 — Use behavioral signals already tracked by Freshpaint

If Freshpaint is tracking key conversion events on your site (like form submissions, appointment bookings, or calls), you can build a segment of people who have already converted and exclude them from campaigns.

Examples of usable events:

Event tracked by Freshpaint	How it’s used for exclusion
Form submitted	Exclude recent form submitters from acquisition ads
Appointment booked	Stop ads immediately after booking
Call completed	Prevent repeat callers from being retargeted

This requires no CRM upload – only that Freshpaint is already tracking the right events.

You build this as a segment inside Freshpaint Audiences.

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Option 2 — Upload first-party customer lists (CSV) into Freshpaint

For exclusions based on data Freshpaint cannot see on the website (like current patients, members, or offline conversions), you upload a list into Freshpaint.

This list usually comes from:

• CRM export (Salesforce, HubSpot)

• EHR / PM system export

• Call center or scheduling system export

• Data warehouse export

Freshpaint allows you to upload these lists via CSV and use them to create an audience of people who should not be targeted.

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Important: identifiers are required

For either option to work when syncing to ad platforms, the audience must include allowlisted identifiers such as:

• Email

• Phone number

• IP address

These identifiers are used by destinations like Meta, Google, Microsoft, and DSPs to match users for exclusion.

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How exclusions actually happen in practice

Freshpaint does not have a single “Exclude Audience” toggle.

Instead, you:

1. Build an audience of people who should be excluded

2. Sync that audience to your Audiences destination(s)

3. Select that audience as an exclusion inside the ad platform

or

Build your acquisition audience in Freshpaint using conditions like:

“Has NOT completed appointment in the last 30 days”

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Why this works

You are using first-party data to tell ad platforms:

“Do not spend money on these people.”

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When this should be a part of your strategy

Choose exclusions if:

• You have high branded traffic

• You serve existing members / patients

• You see “why are they calling us again?” behavior

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Strategic outcomes to expect

• Higher conversion rates on paid traffic

• Lower CPA / CPL

• Reduced call center noise

• Cleaner campaign performance data

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Typical healthcare examples

• Payers excluding current members during enrollment campaigns

• Providers excluding recent appointment completers

• DSOs excluding active patients from acquisition ads

Ready for the next strategy? Click here to learn when to use Lookalike Audiences.