Optimise your Google Ads strategy with Leadinfo

Why connect Leadinfo to Google Ads via Zapier

Google Ads knows who clicked your ad, but not what happened afterwards. By sending qualified leads back to Google Ads as an offline conversion, you're telling Google which clicks actually led to a good outcome — so it can optimise future spend towards similar companies, rather than just towards clicks.

This works through Zapier, connecting a Leadinfo trigger to a Google Ads action. In this article we'll cover:

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

Please note: Leadinfo can help with the connection between Leadinfo and Zapier (the trigger side). We cannot provide support for general Zapier configuration, troubleshooting in Zapier, or setting up your Google Ads account.

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: Only track companies whose first visit came from a Google Ads click

Not every company in your inbox arrived via a Google Ads click. S ome come from organic search, or visited a year ago through a different channel entirely. Sending all of these back to Google Ads as conversions would give Google inaccurate data to optimise against.

To avoid this, base your trigger on a company's first session, and check that it came in via a Google Ads click (identifiable through the gclid - a unique code Google adds to the URL when someone clicks an ad).

💡 Are you already tracking form submissions in Google Ads? If a visitor fills out a contact form, Google Ads likely already registers that as a conversion via its own tracking. In that case, you may not need a separate Leadinfo trigger for the same visitors. If you send both, you run the risk of double-counting the same lead. The correct setup for your situation is a decision for your own marketing team; Leadinfo can assist with the technical operation of the integration, but cannot advise on your specific campaign strategy.

Step 3: Create the Leadinfo trigger

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

⚠️ Important: for the connection to work, you need at least one active Zap using this trigger. Until a Zap is published and turned on, the integration won't show as active.

Step 4: Build the Zap

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

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Add a new action step and select Google Ads.
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.

In Google Ads, create a new conversion action and choose Offline conversion import.
Give it a clear name (for example, "Qualified lead").
Back in Zapier, refresh the conversion action field - it should now appear in the list.
Map the fields: There are 2 options:
a) Simple setup (recommended starting point): map only the gclid.

b) Advanced setup: to prevent errors in subsequent Zap steps, you can add an extra filter so that the Zap only proceeds when Leadinfo has actually returned the required contact details.
Leave the timestamp value blank unless you specifically want to set it yourself - Google Ads will use the default.
Click Continue, skip the test step, and Publish the Zap.

⚠️ Please note: Google only allows this data to be sent through when consent has been given for it. Make sure your Leadinfo tracking code is placed so that it only fires after a visitor has given consent (for example, behind your cookie banner), otherwise you risk sending data Google isn't permitted to receive.

Step 6: Check it's working

Once your trigger fires (based on the conditions you set), go to your Zap's run history in Zapier. You'll be able to see each run and check exactly what data was — and wasn't — sent through, which is useful for spotting missing fields or mapping issues.