How can you connect CRM Lawmatics to Google Ads
I have tried to create a webhook but it is not connecting correctly.
The short answer is:
The reason your Lawmatics webhook isn’t connecting correctly is likely because Google Ads does not accept lead data directly via a simple, unauthenticated webhook URL in the way most CRMs send it.
You cannot send the data directly to Google Ads conversion tracking endpoint from Lawmatics.
The solution is to use the Lawmatics Open API to send the final, high-value lead status – the true conversion like ‘Matter Converted’ – to an intermediary server-side platform, like a Google Tag Manager Server Container, which will then securely format and forward it to the Google Ads API.
The long answer is:
Your experience with the webhook failing is common because connecting a CRM like Lawmatics directly to Google Ads for conversion tracking requires two-way communication and specific data formatting that a standard CRM webhook isn’t designed to handle.
A simple webhook typically just pushes a block of data to a single URL, but Google Ads needs an authenticated, structured call to its Offline Conversion or Conversion Adjustments API, especially for final, high-value events like a booked consultation or a signed retainer.
This is where combining the Lawmatics Open API, the Google Ads API, and a server-side solution like Google Tag Manager Server Container hosted on a platform like Stape or Google Cloud Platform becomes an excellent and cost-effective approach.
First, your Lawmatics Open API allows you to set up a rule that says, “When a lead’s status changes to ‘Matter Converted,’ send the data to this specific endpoint.”
Second, instead of sending that data to a difficult-to-manage server, you send it to your own GTM Server Container.
The server container acts as a secure, first-party intermediary.
Lawmatics sends the lead details (like the Google Click ID or gclid, email address, and the conversion value) to your GTM server.
Third, within the GTM Server Container, you use a pre-built Google Ads tag.
This tag automatically handles the complexity of the Google Ads API.
It takes the raw data from Lawmatics, correctly formats it into the required JSON payload, and then securely sends an authenticated request directly to the Google Ads API.
This is the only way to track true server-side conversions accurately.
This setup is superior and cheaper than many out-of-the-box connectors because it uses your own first-party data endpoint (the GTM server), improving matching accuracy and bypassing common browser tracking restrictions.
Services like Stape or hosting GTM on a basic Google Cloud Platform setup provide an incredibly affordable and highly scalable way to run this server container, making it a very efficient, long-term solution to ensure your high-value Standard Events are correctly attributed and counted in Google Ads.
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