Optimise your Google Ads Strategy with Leadinfo

Why send Leadinfo data to Google Ads

This isn't retargeting - it doesn't show ads again to companies that already visited your website. Instead, it feeds qualified-lead data back into Google Ads, helping Google understand which ad clicks actually resulted in valuable leads. Smart Bidding can then use those signals to optimise bids toward generating more high-quality conversions. One Leadinfo customer saw a 54% increase in conversions and a 169% increase in clicks after setting this up. 

In this article we'll cover:

• How the integration works
• Setting up your ideal customer segment
• Creating the Leadinfo trigger
• Building the Zap that sends data to Google Ads
• Creating the conversion action in Google Ads

How it works

If you have not yet integrated your Zapier account, you can check out our article on how to connect the Zapier integration here.

1. A visitor clicks your Google Ad. Google appends a gclid (a unique tracking code) to the URL.
2. Leadinfo identifies the company behind that visit.
3. Leadinfo sends the company to Zapier as an offline conversion.
4. Google Ads receives it and uses it to optimise future campaigns.

Once mapped in Zapier, this runs continuously without further setup, unless something changes on the Zapier or Google Ads side.

Step 1: Define your ideal customer profile as a segment

Before setting anything up in Zapier, it helps to know exactly which companies you want Google to learn from. Think about the branch, company size, or other characteristics your best customers share, and build this into a segment (for example, a "Primary" segment for construction companies with large machinery).

Step 2: Decide which visits should count as a conversion

Not every company in your inbox arrives via a Google Ads click - some come from organic searches, or visited a year ago through a different channel. Basing your trigger on a company's first session, and checking that it came in via a Google Ads click (via the gclid), helps avoid sending Google conversions it can't actually attribute to an ad.

This also helps avoid double-counting: if a company both gets identified by Leadinfo and separately fills in a form, you don't want both events counted as conversions. Using "first session" as a condition reduces the overlap in most cases, but how well it works depends on your own situation- for example, a company that's new to your site will always look like a "first session," regardless of the trigger's intent.

Step 3: Create the Leadinfo trigger

1. Go to Triggers and create a new trigger.
2. Set your conditions (segment match, first session via Google Ads, and any other rules you want to apply).
3. Under Action, add Zapier as the integration.
4. Save the trigger.

Step 4: Build the Zap

1. In Zapier, create a new Zap and select Leadinfo as the trigger app.
   
2. Choose your trigger event and connect your Leadinfo account.
   
3. Test the trigger - Leadinfo sends through a dummy company at this stage, so you can see which fields are available to map, without affecting your real inbox.
4. Add a Filter by Zapier step, and set it to only continue if the trigger ID exactly matches the trigger you created in Leadinfo. This keeps the Zap tied to that specific trigger, in case you have others running.
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5. Add a new action step and select Google Ads.
   
6. Choose Send Offline Conversion as the event, and connect your Google Ads account.
   

Step 5: Create the conversion action in Google Ads

The conversion action won't appear in Zapier until it exists in Google Ads.

1. In Google Ads, create a new conversion action and choose Offline conversion import.
   
2. Give it a clear name (for example, "Qualified lead").
   
3. Back in Zapier, refresh the conversion action field - it should now appear in the list.
4. Map your fields. Two options:
   • Easy setup (recommended starting point): map the gclid only.
     
   • Advanced setup: To avoid errors in subsequent Zap steps, consider adding an additional filter so the Zap only continues when Leadinfo has actually returned the required contact data.
     
     
     
5. Make sure to map the timestamp value. Google Ads requires the conversion date and time to determine when the conversion occurred and whether it falls within the eligible conversion window.
6. Click Continue, skip the test step, and Publish the Zap.
   

Step 6: Check it's working

Once your trigger fires, go to your Zap's run history in Zapier to see each run and check exactly what data was sent through. This is the best way to spot missing fields or mapping issues.