Question from Reddit:
Do people who use HubSpot as their CRM and have a Google Ads form fill use Zapier as the connecter?
Or is there a way to integrate directly into HubSpot?
Answer from Nabil:
The short answer is:
You definitely don’t have to rely solely on Zapier, as there is a direct integration method, but even the direct integration often falls short for advanced marketing needs like closing the reporting loop.
The simplest way is to use the native HubSpot-Google Ads integration, which automatically syncs the lead form submissions.
However, the most robust and flexible solution that gives you instant control and better attribution is to build a server-to-server connection using the Google Ads API and the HubSpot API, managed through a server-side environment like Stape or Google Cloud Platform.
This method allows you to instantly push lead data to HubSpot and simultaneously ensure you have the full attribution details for closing the conversion loop in Google Ads.
The long answer is:
Your question about connecting Google Ads Lead Form Submissions to your HubSpot CRM touches on one of the most important gaps in native platform integrations.
You are correct that HubSpot provides a direct integration with Google Ads, which should automatically sync the lead form submissions into your CRM as new contacts.
You’ll find this setup in your HubSpot Ads tool.
If you use this native method, you would set up a workflow in HubSpot triggered by the contact being created from the Google Ads Lead Form, allowing you to instantly send follow-up emails, notifications, and even register them for things like a webinar.
However, many marketers find this native integration is slow, prone to occasional failure, and, most importantly, provides minimal control over the data enrichment and conversion reporting process.
The superior solution for any performance-driven marketer is to use a server-side architecture powered by the Google Ads API and the HubSpot API.
When a user submits a Google Ads Lead Form, Google can be configured to send the data via a webhook or a direct server-to-server connection to a server-side tagging environment like Stape or Google Cloud Platform.
Once the data hits your server, you immediately have the user’s information and, crucially, the Google Click ID (gclid), which is essential for attribution.
Your server then performs two critical, instant actions: First, it uses the HubSpot API to directly send the lead information (name, email, phone, etc.) to your HubSpot CRM, instantly creating the contact record.
This is faster and more reliable than waiting for the native sync.
Second, once the lead is created in HubSpot, you have a qualified lead.
You can then use the Google Ads API (specifically the Offline Conversion Import service) to send a signal back to Google Ads, reporting this exact lead submission as a conversion.
This process, often referred to as “closing the loop,” ensures that Google’s bidding algorithm gets immediate, high-quality, server-validated data, making your ad campaigns smarter and more effective than relying on a delayed, less granular integration.
While it involves a slightly more technical setup than the native integration, this API-to-API approach ensures immediate sync, full attribution, and maximum data quality.
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