Question from user:
We have web to lead set up, so that the google ads GCLID gets saved to the lead and opportunity record.
What we haven’t figured out is how to have Salesforce report back to Google Ads that a deal is closed won to help train Google ads.
It seems like you have to manually upload a report? Is there not an automated way to do it?
Also how do you hire for help integrating Salesforce to google ads? In my experience, when a web developer or PPC agency says they can integrate salesforce, their salesforce skills are weak.
Answer from Nabil:
This is a common challenge, and yes, there is an automated and much more robust way than manual uploads, especially when dealing with closed-won opportunities.
The manual upload method, while functional, is really only a starter or fallback method for linking the GCLID to a conversion in Google Ads.
The better, automated solution you’re looking for leverages a combination of tools and APIs to create a proper server-side conversion tracking flow, often referred to as Enhanced Conversions for Leads or the Google Ads Offline Conversion Import.
The key is setting up a service that automatically pushes the data from Salesforce to Google Ads when the Opportunity stage changes to Closed Won.
You’d typically use a combination of the Salesforce API, the Account Engagement API if you’re using it to manage the initial lead journey, and the Google Ads API to send the conversion back.
The process starts on the front end with Google Tag Manager capturing the GCLID and possibly an identifier you control, like a hashed email, which is then passed to the lead record.
When the opportunity closes in Salesforce, the Salesforce API is used by a middleware service to extract the GCLID and the conversion value, then the Google Ads API is called to report the conversion.
Using a service like Stape or running a custom script on a platform like Google Cloud Platform allows you to create a reliable and secure server-side bridge.
Server-side tracking is superior because it’s more reliable than browser-based tracking, which can be affected by ad blockers or browser privacy settings, and it allows you to send richer data like the actual conversion value and transaction ID associated with the Closed Won deal.
The event you want to send is an Offline Conversion, which corresponds to the purchase Standard Event or a custom event you’ve defined, ensuring Google Ads receives the conversion even when the user is long gone from your site.
Regarding hiring for help, you’re right that many PPC agencies or web developers struggle with Salesforce’s internal logic, data structure, and API requirements.
You shouldn’t hire a web developer or a PPC agency for this specific integration.
You should look for a Salesforce Consultant or a Marketing Technology (MarTech) Consultant like me who specifically lists experience with server-side tracking, the Google Ads API, and API integration between CRMs and advertising platforms.
Asking a candidate to describe the difference between a Lead object and an Opportunity object, or how they would ensure the GCLID persists through a Lead conversion, will quickly vet their actual Salesforce skills.
About The Author
