The real order value
The figure in your ERP after edits and discounts, instead of whatever the checkout believed when the customer pressed Pay.
Your ERP knows what you really sold
Your website only knows about orders placed on your website. We send actual order values from Linnworks, Unleashed, Brightpearl or Sage 200 into Google Ads, including the phone orders your ads helped win.
From £2,500 ex VATWhat the website can’t see
Phone orders
Orders taken over the phone sit in the ERP and nowhere near your tags. We send them across where there’s a way to match them to an ad.
Reps, counters and emailed POs
Sales reps, trade counters and emailed purchase orders all end up in the ERP eventually, so that’s where we read from.
Refunds and cancellations
Conversion adjustments mean Google Ads stops taking credit for goods that came back.
Tied back to the click
GCLID, gbraid and wbraid or hashed customer details connect an order to an ad, with unmatched orders listed openly.
Counted just the once
An order can reach Google Ads from the website and again from the ERP. We make sure only one version counts.
How do phone orders get into Google Ads?
The order your ads won and your website missed
A customer finds you through an ad, then picks up the phone. That sale is invisible to your tags unless the ERP tells Google about it, using the customer’s details or a stored click identifier to make the link. Some won’t match, and we won’t pretend otherwise.
- Phone and offline orders included
- Matched on click ID or hashed details
- Unmatched orders reported
Linnworks, Unleashed, Brightpearl and Sage 200
These are the systems we’d expect to read order data from, using their APIs. Each records orders a little differently, so the mapping is agreed with you before anything is sent to Google Ads.
- Order values read through the API
- Field mapping agreed first
- Other systems considered once we’ve seen the API
If the orders themselves need automating
This service reports your orders to Google Ads and leaves the way you process them alone. If your team is still retyping orders from emails and PDFs, our sister site automation.zestcode.co.uk covers automating the orders themselves.
- Reporting here, automation at the sister site
- The two work well together
- Same developers behind both
What we’d build
We scope it first, then give you a fixed quote from £2,500 ex VAT that includes anything the sync needs to run.
What’s included
- Order values read from your ERP
- Matching to ad clicks by identifier or hashed details
- Uploads, adjustments and error reporting
What we’ll need from you
- API access to your ERP
- How phone and offline orders get recorded now
- Admin access to Google Ads
Often paired with
Bidding on profit
Bid on profit, not revenue: we send margin as the conversion value from your ERP, so Smart Bidding chases profitable orders instead of expensive turnover.
Lead quality feedback
Send qualified leads and closed deals from HubSpot, Pipedrive, Salesforce or a custom CRM into Google Ads, so bidding optimises on sales, not form fills.