The client was spending a significant amount on Google Ads each month but couldn’t measure the return. The platform reported plenty of conversions, but most weren’t high-value actions, so the sales generated by that spend were hard to calculate. With the budget tightening, they needed to know which leads were worth paying for and where to cut.
The client brought in Salesforce as its CRM and asked us to help set it up, map the processes behind it, and manage Google Ads. We modeled the sales and marketing pipeline from lead to opportunity, set up offline conversion tracking, and restructured the campaigns around the leads that actually qualified.
With real lead quality data flowing back into Google Ads, the campaigns started optimizing for sales instead of surface-level conversions. ROAS grew from 4× to over 30×, qualified leads rose from 25% to 55% of total leads, and cost per qualified lead dropped by more than half, all while the client tightened its budget.
Once Salesforce and Google Ads were connected, the client could see exactly which ad dollars produced qualified leads and sales. That visibility changed how the budget was spent, and the campaigns improved because they were finally learning from the right data.
What we did
We started by looking past the conversions Google Ads was reporting. Most of them were low-value actions, which made the account look healthier than it was and pointed the campaigns at the wrong goals. Without a link to actual sales, there was no reliable way to tell which campaigns were paying off and which were wasting budget.
We helped the client model how prospects move through Salesforce, from the lead stage to the opportunity stage, and set up the processes to capture and categorize them consistently. That gave sales and marketing one shared view of every lead and a clear definition of what counted as qualified.
We connected Salesforce to Google Ads with offline conversion tracking, sending lead quality data back to the ad platform in real time. Instead of optimizing toward form fills and clicks, the campaigns could now learn from which leads qualified and moved toward a sale.
Using CallRail, Zapier, GA4, and Google Tag Manager, we tightened tracking across calls, forms, and website activity. The client gained clear visibility into which Google Ads leads were qualified, which weren’t, and what needed to change to bring in more of the right ones.
With accurate data in place, we restructured the campaigns, adjusted settings to focus spend on what produced qualified leads, and advised the client on where to cut. ROAS grew from 4× to over 30×, qualified leads rose from 25% to 55%, and cost per qualified lead dropped by more than half.
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