CRMOffline conversionsLead quality
Use case 06
CRM outcomes back into Google Ads
Qualified leads, opportunities, and won deals are sent back, so bidding learns from pipeline instead of form fills.
The situation
The form submit was the conversion. Most of those forms never became a sale, and Smart Bidding kept optimizing for the count of forms.
What we implement
Qualified, opportunity, and won are sent from the CRM as offline conversions. Each one is matched on the click ID or a hashed email, and each one carries a value. These are outcomes the sales team already records.
The result
Bidding can learn from the leads that move, and from the deals that close. The form remains a step in the journey. It stops being the only signal the campaign can see.