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Google Ads can deliver lots of leads, but how many of them become customers? Without a connection to the CRM, Google optimizes for submitted forms, whether it is the right company or a student. By connecting Google Ads to HubSpot you can measure and optimize for what actually counts.
In short: HubSpot's Google Ads integration lets you follow ad clicks all the way to a deal, build audiences from HubSpot lists and send conversion events such as MQL, SQL or won deal back to Google. Then Google can optimize bidding toward leads that actually become customers.
What does the integration do?
- Tracking and attribution: see which campaigns, ad groups and keywords created contacts and deals.
- Audiences: use contact lists and website visitors from HubSpot for retargeting and exclusion.
- Conversion events: send events from the CRM, for example when a contact becomes an SQL, to Google Ads.
- Reporting of ad results alongside the rest of your marketing.
How to connect Google Ads
- Go to Marketing and Ads in HubSpot and connect your Google Ads account.
- Turn on auto tracking so clicks can be connected to contacts.
- Check that the HubSpot tracking code is on every page where the ads land.
- Create conversion events based on lifecycle stages or deal stages.
- Sync the lists you want to use as audiences.
Optimize for deals, not forms
The biggest win is letting Google Ads learn which clicks turn into deals. For example, send:
- Lead when a form is submitted.
- MQL or SQL when the lead has been qualified.
- Won deal with value, if you have enough volume.
Then set bidding to optimize for the later steps once there is enough data. Read more about defining the steps in Lifecycle Stages in HubSpot.
Tips for B2B
- Exclude customers and competitors with lists from HubSpot.
- Bid on problem searches where your audience looks for solutions, not just on your brand.
- Match the landing page to the keyword. Read landing pages in HubSpot.
- Follow up fast. A lead from a search often has an urgent need.
Google Ads, LinkedIn and ChatGPT
Google captures demand that already exists, LinkedIn creates demand among the right roles and ChatGPT Ads reaches buyers researching through AI. With all of them connected to HubSpot, you can compare the channels on the same measure: deals and revenue.
Frequently asked questions about HubSpot and Google Ads
Can you connect Google Ads to HubSpot?
Yes. HubSpot has a built in Google Ads integration that you connect under Marketing and Ads. It provides tracking, attribution, audiences and conversion events.
How do you send conversions from HubSpot to Google Ads?
Create conversion events in HubSpot's ad settings based on, for example, lifecycle stage. HubSpot then sends the events to Google Ads when contacts reach that step.
Can HubSpot lists be used as audiences in Google Ads?
Yes. Contact lists and website visitors can be synced as audiences for retargeting or exclusion, within Google's audience size requirements.
Why don't conversions match between HubSpot and Google Ads?
Different attribution models, time windows and tracking limitations such as cookie consent make the numbers differ. Decide which system is the source of truth for which question.
Should you optimize Google Ads for leads or deals?
Over time, for deals or qualified leads. Start with leads if volume is low and move to later steps once there is enough data.
Summary
By connecting Google Ads to HubSpot you can measure which ads create deals and let Google optimize toward the right leads. It is one of the fastest ways to get more from your ad budget.
Want help connecting Google Ads to HubSpot? Get in touch with LeadLabs.