Zapier connects Google Ads to your favorite apps and Customer Relationship Management (CRM) platforms. You can send new leads to your team automatically. You can also send sales data back to Google Ads to find which ads work best. This helps you save time and grow your business.
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Before you begin
Requirements to use Zapier within Google ads
You must meet the below requirements to use Zapier within Google Ads:
- Zapier Account: You need a paid Zapier account to export leads.
- Google Ads access: You must have the ability to sign in to your Google Ads account.
- CRM data: Your CRM must store the Google Click ID (GCLID) or the email addresses of your leads.
- Conversion action: You must create a conversion action in Google Ads that uses "Import from Click" as the source.
Conversion import requirements
Event details: Know the name of the conversion event (for example, Marketing Qualified Lead) and the CRM object where it's tracked (for example, Lead or Opportunity).
Access Zapier through Data Manager
- Go to Data manager within the Tools menu
.
- Select the “Connected products” tab.
- Under “Connected products”, you’ll find “Zapier” with a check mark showing the status as “Linked”.
in the right corner of Zapier under “Connected products”, and follow the instructions.Set up automatic lead exports with Zapier
The “Export leads from Google Ads” card lets you authorize Zapier to share leads and conversions with Google Ads automatically without needing to navigate to the linked accounts page.
When you authorize Zapier from within your Google Ads account, you'll be prompted to complete the Zap (commonly known as the data integration) setup in your Zapier account. The selected lead form and CRM will be pre-loaded with the Zap setup. When your lead export is saved, new leads will be sent in near real-time.
You can set up automatic lead export by editing an existing lead form on the Assets page, or by creating a new lead form during campaign setup:
- To edit an existing lead form on the Assets page, go to Assets within the Campaigns menu
. Select the Lead form summary card. Hover over the lead form asset, then select the pencil icon
to edit.
- Note: To create a new lead form, during campaign creation, select Assets in the page menu. Select the Lead form asset summary card, then select Create lead form asset.
- After completing the above stepsOn the “Export leads from Google Ads” card, search for the CRM or app you want to link to.
- If you haven’t authorized Zapier before from your linked accounts page, select Authorize.
- If you select an app or CRM with multiple Zaps (for example, Google Sheets), you’ll need to select your Zapier data integration. Select Next.
- To link your lead management system or app through Zapier, you’ll need to create a workflow or Zap on the Zapier site. Select Create data integration.
- Your Zapier account will open in a new browser tab or window. You’ll find the “Zap” setup is pre-loaded with the selected lead form and the selected CRM or app. After you configure, test, and turn on your Zap, return to Google Ads to complete the lead form.
- In your Google Ads account, select Save.
to edit.
You’re now set up to receive leads, and you’ll see your export listed.
Set up import conversions from Zapier
You can set up and adjust Zapier conversion import using 3 workflows in Google Ads account. These workflows allow you to automatically import offline conversions with GCLID-based offline conversion import or enhanced conversions for leads.
Enhanced conversions for leads is an upgraded version of offline conversion import that uses user-provided data, such as email addresses, to supplement imported offline conversion data to improve accuracy and bidding performance. When you import your offline conversions, the provided hashed customer data is used to attribute back to the Google Ads campaign by matching to the same data collected on your website (for example, lead form) and to signed-in customers who engaged with your ad.
If you already use offline conversions, you can upgrade to enhanced conversions for leads to import user-provided data in addition to the identifiers you already import (GCLID). Learn more about how Google used enhanced conversions for leads data.
You can set up Zapier offline conversion imports in 2 contexts:
Learn how to Set up offline conversions using Google Click ID (GCLID).
Set up offline conversion import after creation of converted or qualified lead conversion action
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop down in the section menu.
- Click Summary.
- Click + Create conversion action.
- Select your data source to measure conversions (Conversions on a website, Conversions on an app, Conversions from phone calls, Conversions offline) and click Save and continue.
- Under “Group your conversions,” click See all, and select Qualified lead or Converted lead.
- Click +Create conversion, and select Zapier.
- Follow the prompts to connect Zapier. After completing the steps in Zapier, you’ll return to the “What’s next” page.
Set up offline conversion import from a lead form asset
If you haven’t set up your lead form assets, follow the steps in Use lead form assets before exporting leads from Google Ads account. After creating or editing a new lead form asset in a new campaign, you can export leads from Google Ads by following the steps given below.
- Go to Assets within the Campaigns menu
- Navigate to the lead form asset you’d like to set up offline conversion imports for and click the pencil icon
- Under “Import conversions,” click Set up next to “Import qualified leads” or “Import converted leads.”
- In the section for “Import offline conversions,” you’ll see “Import from the data platform” selected from the drop down. Select one of the data sources available (for example, Hubspot) or enter data source in the search bar for another platform powered via Zapier. Select the one that works best for you.
- Zapier will open in a new window and will be pre-loaded with the selected lead form and the selected CRM. Follow the prompts to link Zapier.
- After completing the steps in Zapier, you’ll return to the lead form asset page.
How to review your conversions
- Go to Summary within the Goals menu
- Select Conversion Action in the menu at the top. To view your conversion, use the All conv. (by conv. time) column.
- If you're only using Zapier to upload conversions to that conversion action, you'll be able to compare the number of successful uploads from the “Zapier Task History” with what you've found in the attribution report. Since your upload contains the "conversion time", you should be able to compare two reports and find the same number of conversions for a specified time range.
- If you're also uploading conversions to that Conversation Action through another source (for example, a CSV upload), then the total number of conversions in the "Campaigns Report" should equal the sum of Zapier uploads and CSV uploads.
