Which tool to connect your CRM to Google Ads
A form received is not a sale. As long as Google Ads only knows your forms, it optimises to produce forms, including the ones that will never lead anywhere. Connecting the CRM changes what the platform is looking for.
The gap always shows the same way: the campaign with the cheapest contacts is also the one that never closes, and it is the one getting the budget. Without CRM feedback that mistake repeats for months and nobody can prove it, because the two worlds, advertising and sales, do not talk to each other.
How to choose
Is the click identifier kept?
Everything rests on this: the identifier Google adds to the URL at click time must be stored on the prospect record. If your form does not capture it, no tool will be able to tie the sale back later.
Dedicated connector or generic automation?
A specialised connector speaks to Google Ads natively. A generic automation platform will do the same, often cheaper, but has to be built and maintained by someone.
How long is your sales cycle?
Google Ads only accepts offline conversions within a limited window after the click. If your cycle runs well beyond it, report an intermediate stage rather than the signature.
Do you also report the amount?
Reporting “closed” beats nothing. Reporting “closed, four thousand euros” lets the platform tell a small deal from a large one, and completely changes the arbitration between campaigns.
What UNYX does
We connect your CRM and report signed deals with their value. Google Ads stops optimising on enquiries and starts optimising on revenue.
The tools for this job
- Reference
LeadsBridge
Bridge between CRMs and advertising platforms.
Discover - General-purpose
Zapier
Automations between tools, with no development.
Discover - General-purpose
Make
Detailed automation scenarios across your tools.
Discover - For technical teams
n8n
Self-hosted automation, for technical teams.
Discover - Reference
HubSpot
CRM and sales lifecycle tracking.
Discover - Large accounts
Salesforce
CRM for large organisations, with revenue reporting.
Discover - Specialist
Ruler Analytics
The full chain: enquiry, CRM, then revenue collected.
Discover
The questions we get
Does our customer data go to Google?
What goes back is the click identifier and the amount, not the customer’s identity. That is the setup to prefer. Methods based on email addresses also exist and require a solid consent basis.
Do we have to change CRM?
Almost never. The question is not the brand of the CRM but whether it can store one extra field on the prospect record and let the data out. Most CRMs on the market do both.
How long before it has an effect?
Enough closed deals must accumulate for the algorithm to learn. Depending on your volume, expect a few weeks to a few months before arbitration between campaigns visibly shifts.