What a configuration could hand over
A submitted configuration can be measured as a separate conversion event and assigned a value when appropriate. Measurement and any CRM result import are configured around the campaigns and user consent.
Conversion action
A submitted configuration could be its own conversion action, kept apart from phone clicks or the ordinary contact form.
Conversion value
The computed price or an agreed enquiry value can travel with the conversion, with its currency, so bid strategies can tell a large enquiry from a small one.
Enhanced conversions
On submission, the Google tag can add the customer’s hashed email, which can later be matched to the CRM outcome under enhanced conversions for leads.
Offline conversions
When an enquiry becomes an order in the CRM, the result can be imported back, for example through Data Manager, so campaigns can learn from sold jobs rather than enquiries alone.
What we need to connect it
We need access to the Google Ads account with rights to edit conversions and, if you use GA4, its link to Ads.
We would deploy the conversion through the Google tag or the Google Tag Manager container already on your site.
Consent Mode would be tied to your cookie banner, in the basic or advanced variant as your company decides.
For importing results from the CRM, we agree which deal stage counts as a conversion and at what value.
Worth deciding up front
- If you already track the contact form, decide which conversion is primary for bidding so the same interest is not counted twice.
- The GCLID from the ad click has to be stored with the enquiry in the CRM, or a later sale has no ad to be attributed to.
- Set the value currency once and keep it the same in Ads and the CRM, especially if you sell into several countries.
Questions about this connection
Will Google Ads know which enquiry ended in a sale?
Only if the CRM outcome is reported back as an offline conversion, through the GCLID or enhanced conversions for leads. That return step is optional, and its scope depends on how you run deals in your CRM.
What if the customer rejects cookies?
Consent Mode adapts the Google tag’s behaviour to the visitor’s choice, and Google partly models the missing conversions. Whether you use the basic or advanced variant is your company’s decision, and we would set it up accordingly.
Other integrations
Put Google Ads to work in your sales.
Tell us what you sell and how an enquiry is handled today. On the demo you will see the configurator, and we will go through which data could flow from it into your system.