Question from user:
Hello everyone,
I am currently trying to find a way to send my leads from pipedrive to Google Ads, but I also would like to have those leads being in different audiences, depending on a label, which I set in pipedrive.
I am wondering if something like that is possible.
Answer from Nabil:
The short answer is:
Yes, it is absolutely possible to send your Pipedrive leads to Google Ads and segment them into different audiences based on a Pipedrive label.
You’re looking for a Customer Match implementation that needs to be automated and dynamically segmented.
While a simpler solution might involve a third-party connector tool, for maximum customization and reliability, you’ll want to build a more robust, server-side system using the Pipedrive API and the Google Ads API.
The long answer is:
Achieving this dynamic segmentation requires an automated workflow that constantly monitors Pipedrive for changes, extracts the customer data along with the Pipedrive label, and then securely sends that data to Google Ads for Customer Match audience creation.
A great solution involves combining the Pipedrive API, the Google Ads API, and a server environment like Google Cloud Platform or a tool like Stape running on a server (often referred to as server-side tracking).
Here is why this combination works so well:
First, you’d use the Pipedrive API to set up a webhook or polling mechanism.
A webhook is generally better because it pushes data instantly.
The webhook would trigger every time a person or deal is updated or created in Pipedrive.
Crucially, this data push would include the unique customer identifier (like email, which you should hash using SHA256 before sending to Google Ads for security and privacy), and the specific Pipedrive label you want to use for segmentation (e.g., “High-Value Lead,” “Customer,” “Lost Deal”).
Second, the script or application running on your server – whether it is on Google Cloud Platform or a custom setup using Stape to manage your server-side tracking – receives this data from Pipedrive.
This is where the core logic resides.
The server environment is perfect because it gives you control over the data transformation and execution outside of the user’s browser, which is more reliable.
This logic will determine which Google Ads Customer Match audience list the lead should be added to, based on the Pipedrive label.
Third, the server environment will then make a call to the Google Ads API.
For each lead, the server uses the API to add or remove the hashed customer identifiers to the appropriate Customer Match user list (audience) in your Google Ads account.
You would have pre-created the Google Ads audiences (like “Audience – High-Value Leads,” “Audience – Customers,” etc.) to correspond with your Pipedrive labels.
The Google Ads API is necessary because this type of dynamic audience management – adding or removing users – is a primary function of their API.
Finally, while Google Tag Manager (GTM) is primarily a client-side (browser) tool, it can be used in a server-side configuration, where a service like Stape acts as a server-side GTM container.
This provides a user-friendly interface to manage and route the data, rather than having to write all the server-side logic from scratch.
In this scenario, the Pipedrive data can be sent to the server-side GTM, which then uses the Google Ads API to update the audiences.
For tracking conversions later, your server-side GTM can also use the data to send an “offline” conversion event (using the Google Ads API for Enhanced Conversions or offline conversion imports), which is another powerful feature for full-funnel optimization.
Using the server-side method for audience updates and potentially conversion tracking gives you a resilient and privacy-respecting way to connect your CRM to your advertising platforms.
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