Why they matter
A form fill tells you someone was interested. A signed contract tells you the ad made money. Importing that second step shows which keywords bring customers, and lets Smart Bidding favor them.
Two ways to import
Click ID import
- Saves the GCLID with each lead
- Needs a hidden form field
- Matches leads to exact clicks
- The older, proven method
Enhanced conversions for leads
- Uses hashed email or phone
- Tag captures form data
- Simpler to set up
- Google's recommended start
Google recommends enhanced conversions for leads for businesses new to offline imports. Both need auto-tagging turned on in Google Ads.
How it works
- CaptureSave the click ID or form data with the lead.
- QualifyUpdate the lead's stage in your CRM.
- ImportUpload or sync closed deals to Google Ads.
- BidBidding learns from real sales.
Keep it practical
- Start with one stage, like qualified lead or closed job.
- Sync on a schedule, not by hand when someone remembers.
- Add values if you know them, so bidding sees revenue.
- Follow consent rules for storing click data.
Good example. A solar installer syncs signed contracts from its CRM daily. Bidding shifts toward keywords that bring homeowners who sign.
Bad example. A solar installer optimizes for form fills only. Bidding finds renters who cannot install panels.
Read how to improve lead quality. Our PPC management connects CRMs to ad accounts.