Workflow Action - Send Conversion to Google Ads

What Is the Send Conversion to Google Ads Action?

The Send Conversion to Google Ads workflow action allows you to record key customer actions from your CRM as conversion events directly within your Google Ads account. This is essential for tracking valuable offline interactions—such as a completed contact form, a scheduled appointment, or a phone call—that occur after someone clicks on your advertisement. By linking these outcomes back to the original ad click, you gain a more complete picture of your advertising return on investment, enabling Google's systems to optimize your campaigns more effectively.

For this action to work, the contact record in your CRM must contain specific click identifiers (like GCLID, GBRAID, or WBRAID) that were captured when the contact initially clicked your ad. These identifiers are necessary for Google Ads to correctly attribute the conversion.

Important Prerequisite: You must first create the corresponding conversion action within your Google Ads account before you can use this workflow action. The CRM will fetch a list of your available Google Ads conversion actions during setup.

Key Benefits

• Accurate Offline Tracking: Measures actions that happen outside of your website, like form fills or booked calls, providing true campaign performance data.
• Direct API Integration: Sends conversion data automatically without requiring manual uploads or third-party automation tools.
• Improved Campaign Optimization: Supplies Google Ads with higher-quality conversion data, which can lead to better automated bidding and ad placement.
• Broad Identifier Support: Works with standard Google click IDs (GCLID) as well as identifiers for iOS and Android app campaigns (GBRAID, WBRAID).
• Flexible Implementation: Can be triggered by a wide variety of events in your CRM, including form submissions, link clicks, and status changes.

How to Set Up the Send Conversion to Google Ads Action

Step 1: Connect Your Google Ads Account

Before you can use the action, you must integrate your Google Ads account with your CRM. Navigate to Settings > Integrations in your account, find the Google integration, and follow the authentication steps to link the correct Google Ads account. This connection is mandatory for the workflow action to function.

Step 2: Create or Edit a Workflow

Go to Automations > Workflows in your CRM. Create a new workflow or open an existing one where you want to track a conversion.

Step 3: Add a Trigger

Click Add New Trigger and select an event that corresponds to the conversion you want to track. Common examples include Form Submitted, Appointment Booked, or Trigger Link Clicked.

Step 4: Add the Action

Click the + icon in your workflow to add a new step. From the list of actions, select Send Conversion to Google Ads.

Step 5: Configure the Action

In the configuration panel that appears on the right, you will need to set the following:

• Select Conversion Action: Choose the specific Google Ads conversion you want to record from the dropdown list. This list is populated from your connected Google Ads account. The name must match exactly.
• Conversion Value (Optional): You can assign a monetary value to the conversion. You may set a fixed amount or use a custom field from the contact's record.
• Conversion Currency (Optional): Specify the currency if you are providing a conversion value.

Critical Setup Notes

For successful conversion tracking, ensure the following is in place before the workflow runs:

• The conversion action is fully created and active in your Google Ads account.
• Your ad campaign URLs include the appropriate click-tracking parameters (GCLID, GBRAID, or WBRAID) so they can be captured when a lead enters your CRM.
• The contact record triggering the workflow contains one of these valid click identifiers. If the identifier is missing, the conversion cannot be sent to Google Ads.

Be mindful of the conversion counting setting in Google Ads. If your conversion is set to "One Per Click," a GCLID is required. The GBRAID and WBRAID identifiers are typically used with "Many Per Click" settings for app campaigns.

Popular Use Cases

• Lead Form Submission: Trigger the action when a contact submits a key form on your website or landing page.
• Appointment Scheduled: Record a conversion when a contact books a meeting through your calendar.
• High-Value Page Visit: Use a trigger link on a pricing or contact page to signal strong intent.
• Qualified Response: Send a conversion after a contact replies to an initial SMS or email, indicating engagement.