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A Guide to Integrating CRM Data with Google Ads

By Shalini Vijayakumar

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On December 4, 2024

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In this blog

As a performance marketer, you’re always looking for ways to sharpen your targeting, reduce ad spend waste, and improve return on ad spend (ROAS). But success hinges on how effectively you utilize your data. Your CRM holds critical customer insights, from purchase history to engagement patterns—yet, if this data isn’t integrated with your Google Ads campaigns, you’re missing out on a goldmine of optimization opportunities.

Frequently Asked Questions (FAQs)

To track multiple conversion actions from your CRM, you need to set up different conversion actions within Google Ads. For each type of lead (e.g., form submissions, phone calls), configure separate conversion events, ensuring your CRM can pass the right data for each action.
Yes, Google Ads can integrate with multiple CRMs simultaneously, provided you use a middleware tool like Zapier or LeadsBridge. These platforms help manage data flow from various sources into Google Ads without data conflicts, ensuring that each CRM is correctly linked to your campaigns. The Google Ads Data Manager makes it easy.
You can use CRM data to exclude low-value or existing customers from your campaigns. By creating exclusion lists in Google Ads based on specific customer segments, you ensure that you’re only targeting new or high-value leads, reducing wasted ad spend.
Offline conversions like in-store purchases, phone sales, or consultations can be tracked through CRM data. By capturing Google Click IDs (GCLID) during online interactions and matching them with offline events in your CRM, you can upload these conversions back into Google Ads.
CRM integration greatly enhances remarketing by allowing you to create dynamic remarketing lists based on customer behavior. For example, you can retarget users who showed interest but didn’t convert or upsell to existing customers based on their purchase history in your CRM.
Yes, manual integration is possible but not recommended for scaling campaigns. You would need to manually export CRM data and upload it into Google Ads. This method is prone to errors and delays, which is why automated solutions like APIs or third-party connectors are more effective.
avatar image Shalini Vijayakumar

Seasoned content marketer, creating impactful content in a wide range of topics relating to Digital marketing, SEO, Food and Cosmetics industry and lately into SaaS technology. Optimizing brands amplify their online presence through strategic storytelling and technical precision. Additionally, has interest into drawing and occasionally poses as a motivational speaker.

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