Qualified leads
When your team marks a lead as qualified, that stage can be sent across as its own conversion.
Stop paying Google to find more form fills
Google Ads can only bid towards what you tell it counts. We send qualified leads and closed deals from your CRM back into your account, so Smart Bidding learns from the sales your team actually won.
From £2,500 ex VATWhat goes back to Google Ads
Closed deals with values
Won deals go back with their real value, so a large contract counts for more than a small one.
Click identifiers kept
GCLID, gbraid and wbraid are captured on the form and stored against the lead, so the deal can find its way back to the ad.
Hashed email and phone
Where a click identifier is missing, hashed contact details give Google another way to make the match.
Failures that make a noise
A failed send gets logged, retried and reported to someone, so your sync can’t slip away without anybody knowing.
Your stages, your definitions
We map to the stages your team already uses. If “qualified” means three different things in your business, we’ll find that out early.
How do you send CRM data back to Google Ads?
From form fill to won deal
Most accounts stop counting at the enquiry, so a serious buyer and someone selling you SEO are worth exactly the same. We send the later stages too, which gives Smart Bidding something better to learn from.
- Enquiry, qualified and won as separate actions
- Primary and secondary set on purpose
- Values taken from the deal
When your CRM’s own connector is enough
Google names HubSpot and Zapier as routes for importing conversions, and its help still lists Salesforce conversion import, with some articles marked legacy. We’re not aware of a native Pipedrive connector to Google Ads. If a native route does what you need, we’ll say so.
- Often fine for simple, single-system setups
- Struggles with custom stages, values and deals vs contacts
- Multiple systems usually need a build
One deal, counted once
Contacts get merged, deals get reopened and two people from one company fill in the same form. We deduplicate before sending, then compare what’s in the CRM with what Google Ads accepted.
- Deduplicated before sending
- CRM compared with what Google accepted
- Exceptions listed for a person to check
What the project includes
A fixed quote from £2,500 ex VAT, depending on the CRM and how your stages work, agreed once we’ve scoped it. It’s built in your own CRM and Google Ads accounts, so you keep all of it if we ever part ways.
What’s included
- Click identifier capture on your forms
- Qualified and won stages mapped to conversion actions
- A sync from your CRM with error handling and logging
What we’ll need from you
- Admin access to your CRM and Google Ads
- What each stage means in your sales process
- Some real leads to test with
Often paired with
Data Manager API migration
Data Manager API migration for custom offline conversion uploads, now blocked in the Google Ads API for new or dormant integrations. Fixed quote, UK developers.
Tracking Monitoring
Monthly tracking monitoring for Google Ads: automated checks that warn when conversions drop, a tag breaks or your website and CRM stop matching.