Offline conversion import from HubSpot and your CRM into Google Ads
Google Ads sees the form fill. Your CRM sees the sale. We connect the two, so Google learns which clicks turned into qualified leads and closed deals.
Google can't see what happens after the form
Out of the box, Google Ads counts a lead the moment someone submits a form or calls. It has no idea whether that person was a time waster or your biggest client this year.
So bidding treats every lead the same. It goes after more of whatever is cheapest to get, and the cheapest leads are often the ones that never buy. If you sell something with a sales process, that's money going the wrong way.
How we set it up
Capture the click ID
Every lead form stores the Google click ID (GCLID) and the visitor's details in hidden fields, and they're saved against the contact in your CRM.
Map your sales stages
We agree which stages matter, such as qualified, quoted and closed won, and what each one is worth.
Send stages back to Google
HubSpot has a built-in connection that can send lifecycle stage changes to Google Ads. For other CRMs we use an integration tool or a scheduled upload. Enhanced conversions for leads helps match contacts where the click ID is missing.
Point bidding at the right goal
Once enough data comes through, bidding gets pointed at qualified leads or closed revenue instead of raw form fills.
What you need
A CRM where leads are kept up to date. HubSpot, Salesforce, Pipedrive, Zoho and most others can work. The import is only as good as the stages your team records, so leads need to be moved along as they progress.
You'll also need enough volume for bidding to learn from. If you only close a handful of deals a month, we'll often send an earlier stage like qualified lead as the main signal and report on closed deals alongside it.
Privacy
Contact details used for matching are hashed before they're sent to Google, and we only send what's needed to match the click. Your privacy policy should cover it, and we'll tell you if it doesn't.
Keep reading
Related
FAQ
Questions people ask
It's sending what happened to a lead after the click, like qualified, quoted or won, back into Google Ads from your CRM. Google then counts those outcomes as conversions and can bid toward them.
Yes. HubSpot's ads tools can send lifecycle stage changes to Google Ads as conversions. It still needs the click data captured on your forms and your stages set up properly to be useful.
Google needs a steady flow of imported conversions before it changes how it bids. Expect a few weeks to a couple of months, depending on your lead volume.
Most CRMs can do it through a native integration, a tool like Zapier or Make, or a scheduled upload. We'll work out the simplest option for your setup.
Next step
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