Connect PPC with Your CRM and Demand Real Revenue
As long as you tell Google that success = a submitted form, it will keep finding you "form fillers." The algorithm is a genius at this. It finds you people who love clicking and hitting submit. Unfortunately, the algorithm doesn't know that out of 50 leads, only one deal actually closed.
If you want your ads to bring in paying clients, you must connect your ad systems with your CRM.
Why Google needs a peek "behind the scenes"
Imagine Google Ads as an enthusiastic but inexperienced fisherman you send out to the lake.
- Current State: You tell him: "Bring back a full net." He casts wide and catches everything that swims—minnows, bottom feeders, maybe even an old boot. The net is full (Goal met!), you're happy, but back at the dock, you realize you can't sell any of it.
- State with Connected CRM: You send him out again, but this time, after he returns, you show him: "Look, throw these small ones back. Next time, only look for the big bass." Google gets the message, ignores the minnows next time (even though they are easy to catch), and focuses only on finding the trophy fish.
This is exactly what Offline Conversion Import does. It teaches Google to ignore easy but worthless leads (minnows) and look for the rarer ones who actually buy (trophy bass).
It's Not Rocket Science: The Logic Behind It
Many companies fear this connection because they imagine complex API integrations and months of development. The reality is simpler. The whole magic relies on passing one single "code."
That code is called GCLID (Google Click ID).
Think of it as an ID tag that Google sticks on every visitor from an ad.
- The Catch: When a visitor arrives at your website, they have this tag with them.
- The Storage: When they fill out a form, you must take this tag and save it in your system (CRM) on their contact card. Just like you save their phone number or email.
- The Return: When the deal closes (maybe 3 months later), you take the tag and send it back to Google with a note: "Tag number ABC-123 just bought."
That's it. No magic, just passing a number around.
It Doesn't Matter What CRM You Have
Technology is not a hurdle. You can solve this connection in any system:
- Have Salesforce? Use the official integration via the Data Manager tool directly in Google Ads. It replaced older connection methods and allows you to import data automatically without third-party tools.
- Using another CRM (Raynet, Pipedrive...)? Use integration platforms like Make.com. They ensure the automatic transfer of data about closed deals from your system to Google Ads.
- Don't have a CRM? Even a simple spreadsheet works. You export the list of closed deals to Excel (CSV) and upload it manually directly in the Google Ads interface.
Connecting PPC data with CRM isn't just a technical gadget for big corporations. It is a necessary step for any company that wants to pay for real business results in marketing, not just for activity on the web.
