Zapier & Google Ads – Better Together

Zapier’s integration with Google was announced on 22 Jan 2020 which allows Google Ads...

Have you taught yourself to be content in a world in which not all leads will be marketing qualified leads (MQL’s) let alone sales qualified leads (SQL’s) when it comes to your acquisition channels? Well, you no longer need to live in that flawed world anymore, when it comes to Google Ads.

Zapier’s integration with Google was announced on 22 January 2020 which allows Google Ads advertisers to import offline conversion data from a CRM or spreadsheet through Zapier’s middleware technology. No one really made much of this announcement, including our team at Kaliber. We let our clients know about it but we didn’t know that it would change life as we know it!

What’s the big deal with Zapier’s integration?

For the last few years, only Salesforce customers who truly paid attention to their SQL’s from Google Ads were able to attribute the offline data they’ve collected on qualified leads back into Google Ads. This was an improvement from regular tracking of leads but not that significant until the recent developments in Google’s smart bidding automation solutions.

Salesforce does this by using the unique GCLID provided by a user entering a client’s website through Google Ads and assign that GCLID as the User ID in Salesforce. As more data is gathered on the user, that data is then fed back into Google through a csv. file which provides Google with the relevant data to attribute the conversion properly. Helping the advertiser understand which campaigns or keywords drove the Sales Qualified result for the business.

As we all know, Salesforce is quite a premium software and there are a lot of alternative CRM’s available to advertisers.

Zapier is the leader in “middle-ware”, a market it’s carved out for itself as it helps apps connect and speak to one another through its software. This allows all CRMs in the market to connect to Google Ads. As long as you have a developer that can collect the GCLID and as long as you can feed the data back into a spreadsheet that Google can interpret.

Prerequisites for Zapier to Google Ads Offline Conversion Tracking – read full Zaiper guide here

  • Name your conversion action(s) as defined in Google Ads’ Conversions page. (Note: Only “Import from Click” actions are supported).
  • The Google Click ID (GCLID) needs to be available in your trigger or action steps prior to adding your Send Offline-Conversion action.

MQL SQL Funnel


  • To ensure only conversions from Google Ads are added, add a filter prior to your Send Offline-Conversion action step. Create a condition to only continue if a GCLID exists, as you’ll need the GCLID in order to create an offline conversion.
  • If the conversion event you’re tracking can occur within 24 hours of the time the ad was clicked, then you’ll need to add a Delay For step to delay for 24 hours prior to your Send Offline-Conversion action step.
  • If the above two steps don’t make sense, contact your dedicated Google rep, grab your web developer, and set up a time to get this implemented for you.
    Google will provide the support because this is a significant change in your results that’s going to make you want to spend more with Google.

The studies from Google are yet to be published but we guarantee that you’ll be hearing more about the impact on results very soon.

From what we understand, advertisers who have applied the connection of Zapier to Google Ads Offline Conversion Tracking have experienced:

    • Higher number of Sales Qualified Leads
    • Lower Cost Per SQL
    • Increasing their investment in Google Ads as a result of the positive changes.

Zapier – Costs $19.99 per month on the basic package.

Google Ads – You know how much non-SQL’s are costing your business.

If you haven’t already, also read up on our article on “Value-based Conversion Actions” to optimize the actions that drive you the most revenue.

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