Integrations
How to Connect Salesforce to Google Ads and Why It matters
Connecting Salesforce to Google Ads is a powerful way to integrate your customer relationship management (CRM) data with your ad campaigns, enabling you to enhance targeting, improve lead generation, and optimize conversions. This article will guide you through the process of connecting Salesforce to Google Ads and explain why this integration is crucial for your business.
Why Connecting Salesforce to Google Ads is Important
1. Better ROI with Accurate Attribution
By linking Salesforce and Google Ads, you can track the entire customer journey from the initial ad click to the final conversion. This ensures more accurate attribution of your Google Ads performance. You’ll know exactly which campaigns and keywords are generating qualified leads, and this can help you allocate your marketing budget more effectively.
2. Enhanced Lead Management
Salesforce is one of the most robust CRMs available, and integrating it with Google Ads allows you to sync lead data seamlessly. When a user clicks on your ad, their lead information gets directly fed into Salesforce. This minimizes manual data entry, reduces the chances of lost leads, and ensures that your sales team can follow up quickly with new prospects.
3. Improved Targeting with First-Party Data
With Salesforce and Google Ads connected, you can create highly targeted ad campaigns using the customer data stored in Salesforce. For example, you can create remarketing lists based on lead status, or target specific customer segments with tailored messaging. This improves the relevance of your ads and can result in better engagement and higher conversion rates.
4. Closed-Loop Reporting
The integration between Salesforce and Google Ads provides closed-loop reporting. You can track the progress of each lead generated through Google Ads in Salesforce and see how many leads turned into sales. This gives you a complete picture of your advertising efforts and helps you understand the true value of your ad spend.
5. Automated Lead Nurturing
By integrating Google Ads and Salesforce, you can set up automated workflows that nurture leads through email marketing or other channels. For instance, once a lead is generated from a Google Ad, Salesforce can trigger personalized emails, reminders for sales reps, or other actions to keep the prospect engaged.
How to Connect Salesforce to Google Ads
The connection between Salesforce and Google Ads is made possible with our native Salesforce package :
Step 1: Enable Google Ads Integration in Salesforce
- Install the Heeet Salesforce package (if you want a demo click here Demo).
- Click on the App Launcher and search for Heeet.
- Connect your Google Ads account and schedule the hourly sync. (that's all!)
Step 2: Import your Salesforce conversions automatically
- Ensure that you capture the GCLID (Google Click Identifier) in your Ads and utm parameters and provide in the URL.
- In the Heeet settings, set your conditions to trigger a conversion (status changed for example)
- Select the conversion action you want to send the conversion to.
Best Practices for Using Salesforce with Google Ads
1. Track the Entire Funnel
Ensure that you're not just tracking clicks and form fills, but also mapping out how Google Ads leads progress through your sales funnel in Salesforce. This allows for more granular optimization of your campaigns.
2. Use Custom Audiences
Once Salesforce is connected to Google Ads, you can create custom audiences based on Salesforce data. For instance, you can create remarketing lists for users who have been contacted by a sales rep but haven’t yet converted. This improves ad relevance and increases conversion chances.
3. Leverage UTM Parameters
Always use UTM parameters in your Google Ads campaigns to track where leads are coming from within Google Ads. These parameters can be stored in Salesforce to understand which specific ads and keywords are performing best.
4. Monitor Lead Quality, Not Just Volume
Salesforce and Google Ads integration helps track the quality of leads, not just the volume. Focus on the leads that convert into sales, and optimize your campaigns based on lead quality rather than just the number of leads generated.
5. Track your offline conversion
Tracking offline conversions is crucial for businesses because it provides a complete view of the customer journey, bridging the gap between online interactions and real-world sales. While online metrics like clicks and form submissions are valuable, they often don’t tell the full story—especially for businesses where the final transaction occurs offline, such as in-store purchases or phone sales. By tracking offline conversions, businesses can accurately measure the true return on investment (ROI) of their digital marketing efforts, ensuring that they’re not underestimating the impact of their campaigns and blog content. This insight helps optimize ad spend, improves lead attribution, and enables better decision-making based on comprehensive performance data, ultimately driving more effective marketing strategies and higher revenue growth.
Connecting Salesforce to Google Ads is a critical step for businesses looking to maximize the impact of their online advertising efforts. This integration enables accurate tracking, improved targeting, better lead management, and closed-loop reporting. By leveraging the power of Salesforce’s CRM data in your Google Ads campaigns, you can optimize ad spend, improve ROI, and increase the likelihood of converting leads into paying customers.
Start using this integration today and see how it enhances your overall marketing strategy by giving you the data-driven insights needed to grow your business.
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