Enquiry received
Useful for volume checks, weak for bidding unless enquiry quality is already strong.
CRM Google Ads integration
Google Ads can optimise to the leads your CRM sends back. We connect enquiry data, click IDs, sales stages and values so the account can see which keywords and campaigns create qualified pipeline.
The sales stage decides the signal
Importing every form fill keeps the account focused on volume. Importing the right stage gives bidding a clearer signal for quality.
Which CRM stages to send back
Qualified lead
Usually the first stage worth importing for lead-generation bidding.
Sales accepted or booked
A stronger signal when the sales team has confirmed commercial fit.
Closed won revenue
The strongest outcome for value-based bidding where the data volume is high enough.
Integration checklist
The data mapping matters as much as the tag. Sales and marketing need to agree which CRM outcome deserves budget.
GCLID, GBRAID or WBRAID captured with the original enquiry where available
CRM fields mapped to Google Ads conversion actions
Import cadence chosen to match sales-cycle length
Lead stages agreed with sales before values are assigned
Duplicate imports and reopened opportunities handled correctly
Reports compare platform leads with CRM-qualified outcomes